Responsible for the day to day management Global Leadership and evolution of global research protocols including, Consumer Beverage Landscape (CBL), and related landscape protocols. This position specifically seeks to modernize and improve research landscape study design and activation including marketing and commercial execution by understanding consumer motivation, usage, attitudes, consumption choices and related purchasing behavior.
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• Global Leadership and Expertise in Human Motivation frameworks, Habit formation and Drinking Moments and Shopper Journey integration
• Integration of related studies for holistic insight including fusion of Consumer, Commercial landscape approaches to provide integrated BP and strategic solutions.
• Complete utilization of CBL information related to consumer choice, opportunities and brands positioning, dynamics and trends, creating strong analytic frameworks to fully utilize current and emerging CBL information.
• This position Manages information and vendors providing foundational insight and opportunity quantification that evaluate innovation platforms and positioning in areas like demand levels, competitive set and potential market share in coordination with the R&I Analytics team that are utilized by the Global Brand teams for Global Strategy development and Leadership.
• This position also incorporates a holistic / contextual understanding of consumer’s human motivations, habits and drinking moments that informs not only business opportunity identification but also provides seminal ideas for Global Brand Positioning, Communication and Creative Development.
KEY DUTIES/RESPONSIBILITIES:
1. CBL Protocols – Execution and Continuous improvement
2. Next generation Landscape protocols including CBL – Development, Piloting and Community contribution management
3. Capabilities development, training and materials development relating to CBL and all R&I toolbox, best practices sharing and re-application guidance.
4. Analysis templates and new analysis thought-ware development including segmentation approaches
5. Shopper Landscape and POS research support and integration
QUALIFICATIONS / COMPENTENCIES / SKILLS:
Market research industry expertise with a broad range of tools techniques and applications
Understanding of advances in mathematical modelling techniques and human psychology understanding specifically related to brands purchasing and consumption
Ability to identify, modify and implement research tools to the adequate level of localization by BU.
Informed, intuition and ability to transform an insight into action
Gifted of sensibility and empathy skills.
Imaginative, enthusiastic and courageous. Change catalyst.
Leadership with capacity to advocate for new ideas without excluding others.
Evidence of social, political & emotional intelligence.
Assertiveness to express his/her own point of view with confidence.
Establishes Strategic Direction.
High creativity, initiative and communication skills.
Leads by example. Role model.
Negotiation. Networking capabilities.
RELATED EXPERIENCE REQUIREMENTS/ QUALIFICATIONS:
8+ years of experience. Ideally experience on marketing research combined with focus on commercial execution. Field experience at a BU level would be a major plus. Previous experience working on research vendor side i.e. Nielsen or IRI will be a useful asset too.
LEADERSHIP BEHAVIORS:
• Drive Innovation: Generate new or unique solutions and embrace new ideas that help sustain our business (encompassing everything from continuous improvement to new product and package innovation).
• Collaborate with System, Customers, and other Stakeholders: Develop and leverage relationships with stakeholders to appropriately stretch and impact the System (Company and Bottler).
• Act like an Owner: Deliver results, creating value for our brands, our System, our customers and key stakeholders.
• Inspire Others: Inspire people to deliver our mission and 2020 Vision, demonstrate passion for the business and give people a reason to believe anything is possible.
• Develop Self and Others: Develop self and support others’ development to achieve full potential.
EDUCATIONAL REQUIREMENTS:
Graduate and/or MBA in Sociology, Psychology, Anthropology or Economics.
CULTURAL DIVERSITY:
High cultural sensitivity and curiosity to understand macro trends and driving forces across cultures is key among demonstrating Cultural sensitivity as well. English fluent speaker required.
TRAVEL REQUIREMENTS:
10 – 20% of time. At minimum 50/50 co-funded by BUs where projects are happening.
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