Job Description

Overview:

The Demand Accelerator (DX) Lead

- Malaysia Foods shall help lead the commercial agenda in the market, function as a Growth Catalyst, and partner with customers to unlock granular growth at scale. This role will be responsible for creating & executing transformative commercial solutions across mental & physical availability that drive growth, create advantage & deliver smiles for our consumers and customers.
Responsibilities:

What you will be responsible for:

SHOPPER INSIGHTSUnderstand shopper's behavior, attitudes, and motivations across full journey - both Retail and Away From Home (AFH). Includes holistic view of consumer LT Value, F&B consumption (Demand), shopper behavior (Digital/B&M trip and in-store), Media behavior. Identify and prioritize channels/customers essential to future commercial success by building a deep understanding of their unique 'problems to solve' to customize our solutions and position PepsiCo as an 'Advantaged Growth Partner.' Enable optimization of net revenue realization through pack price architecture, promotional effectiveness, assortment optimization and trade terms evaluation Understand the channel and shopper Landscape through risk/opportunity analysis and outlook & target setting. Identify shopper opportunities for customer engagement (Discovery, Growth Summits, JBPs, selling stories) [Lead/support] shopper and customer segmentation analytics Understand Path to Purchase including shopping missions and demand space linkage. Create customer selling stories to shape and/or co-create brand & category growth solutions. Design and measure in store testing pilots [Lead/support] category reviews & score carding with customers Understand retailer strategies, objectives & KPIs. Generate & integrate shopper insights into Category Management, Shopper Marketing and Revenue Management planning. [Lead/support] shopper performance reporting through priority metrics [Lead/support] competitive reviews with retail and foodservice focus Drive PSP & AOP agenda and long-term shopper growth strategy


CATEGORY MANAGEMENT (CATMAN)Support Customization of Category Strategy, to customer Category needs - connecting with their Customer & Impulse Strategies, & current performance challenges Supporting the commercial function in analyzing performance trends and providing insights to deliver against the PepsiCo Business Plan. Work with the Independents sales director on Joint Business Plans and leading the development and supporting the delivery of presentations. Supporting the commercial function and attending where required customer meetings and range reviews. Supporting the Customer category managers in pro actively understanding drivers of performance and identifying opportunities for growth with the independents channel. Support direction setting for Joint Business Plans - building to a reasonable, initiative backed, stretch on AOP, and support the strategic sell of the JBP plan by: + Support the development & delivery of sell in presentations.
+ Coordination of input /representation from Category & Marketing at joint planning days
+ Working with the Customer Team to follow up sessions & build alignment to initiatives.


PERFECT STOREUnderstand the category & channel specific shopper => Build recommendation for Perfect Store Blueprints Identify and recommend the Best in class action plan on strategic Levers such as Portfolio & Merchandising Asses & contribute to recommend the right set of execution standards and deliver PiCOS implementation with others depts

REVENUE GROWTH MANAGEMENTJointly partner with marketing and commercial teams to develop a robust business Revenue strategy to accelerate NR growth using Transactions, Pricing, Mix and Trade Spend as a lever. Key delivery including identifying new pack price/ product innovation to address the business Must Win Battles, outlining key enablers to execute the revenue management programs successfully. Develop robust Channel Pack Price architecture based on insights and data analysis. Evaluate & recommend Pack differentiation based on competitive actions, consumer price points differentiation based on desired promo activities. Monitor pricing and promo execution, facilitate promotion optimization analysis, analyze promo performance (uplift, ROI), and develop spend strategy that maximizes channel/account opportunity.

Qualifications:

What you need to have:

Bachelor's degree in a relevant field 7-8 years of combined relevant experience in shopper insights, category management, revenue growth management in a matrix FMCG environment is a must. Shopper-focused qualitative and quantitative tools & techniques, Incl. those connected to Customer Category Management, Shopper Analytics and Rev Man Pack Price Promo modeling. + E.g. Demand and Mission activation
+ E.g. Shopper Panel analytics
+ E.g. Shopper Decision Tree analytics
+ E.g. Store Layout and Shopper Flow
+ E.g. Pack Price and Promotional strategy
+ E.g. Optimum In Store Execution strategy
+ E.g. In-Store package and Comms testing
Project management/leadership - learning plan development, vendor management and influencing cross functional project teams. Share business thought leadership across global, sector and markets - by identifying business and consumer issues. Aligning insights to address issues; ensuring the shopper "voice" included in process. Strong analytical, negotiation, influencing, communication/presentation & team working skills. Strong experience in activating analytical insights and research with customers. Strong background of category management and analytical skills in Nielsen Experience in strategy development as well as execution Proven ability to develop good working relationships cross functionally both internally and externally. Customer facing experience in a category or commercial role. Range & Merchandising tools & processes - e.g., Efficient Assortment, Space Planning Analytics (systems capabilities & reporting functionality) * Some experience in leading, coaching and managing people.