The Consumer Centricity team has been created in 2016 as a transformational initiative at Pernod Ricard USA to drive greater Consumer-Pull for our portfolio of world-class brands.
It is a transversal team within Pernod Ricard USA Spirits Marketing Department, which mission is to drive more meaningful, relevant and effective engagement of the Consumers for each of the brands and across the whole portfolio.
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Role overview : Director, Consumer Centricity - Consumer Planning
As a key member of the Consumer Planning Team, the individual will, with the team, develop and champion within the Spirits Marketing Department PRUSA’s proprietary Consumer-Centricity Foundation, which forms the basis of PRUSA brand plans, and enable brands define and develop more effective consumer-centric competitively-advantaged marketing plans
Key responsibilities would typically include :
Act as the strategic thought partner to brand teams, enabling them to clearly articulate the Consumer-Centricity Foundation and embed strategic opportunities in brand plans as part of the annual planning cycle (from strategic directions to plan development and activation plan development and measurement…) – ultimately supporting the design of targeted, relevant, effective and efficient consumer-centric brand plans.
Drive thinking to uncover strategic opportunities for the brands (e.g. based on consumer behaviors and journeys, brand positioning, competitive environment) to provide competitive advantage for Pernod Ricard brands, and support brands translating those insights into brand plans.
With the team, lead transversal Consumer Centricity projects with brands teams and/or agencies and/or other internal stakeholders. Consumer Centricity projects are meant to support brands acceleration and can be of very different nature :
transversal enablement projects for the entire marketing function e.g. in the area of capability building, performance management, annual planning cycle orchestration
center of excellence type of projects : building expertise and supporting the relevant brands on a targeted opportunity (touchpoint or consumer target specific)
brand specific projects : supporting a given brand on its journey to address specific business challenges or tackle strategic opportunities
Establish the Consumer Planning Team as the core strategic planning center-of-excellence at PRUSA.
Key Role Requirements:
- The individual needs to display a well-rounded profile in terms of soft skills, including thought leadership (incl. ability to synthesis data points and insights from various sources, drive recommendations, and outline implication and project plan); analytical skills; collaboration and communication skills (incl. written communication, ability to influence and federate) ; project management (incl. orchestration across various stakeholders) and drive (incl. change agent components).
- Hard skills wise, the successful candidate shall demonstrate a range of skills that span across the consulting and brand management areas, incl. consumer insights, strategic planning, brand management and consumer activation.
- Experience : (S)he will have ten (10) years' previous experience in brand management or/and consulting with demonstrated growth in leadership & responsibilities, ideally in adjacent industries, incl. fast moving consumer goods and/or fashion/luxury.
- This individual reports to the Vice President, Consumer Planning and will work in close alignment with specific brand teams and their key stakeholders (e.g. Insights, Media & Digital, Trade Marketing, Global Brand Companies, etc.). Externally, this person will also work with key agencies (with a focus on insights, strategic planning, consumer experience mapping and performance management).
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