Associate Director - Creative Insights & Excellence lead (Global Insights)

Overview

Creative Excellence is an essential bedrock to achieving our goal of building iconic brands as part of our CMO’s Powering Positive Growth vision and multi-year plan to fuel the Marketing Transformation at PepsiCo.

The Insights Sr. Manager - Creative Excellence role will support the Marketing Transformation growth stream teams (Iconic Brands and Becoming Better Investors) in building and supporting an innovative, efficient, and human-centric measurement and learning ecosystem to drive Creative Excellence. The role will be responsible for acting as key influencer within the insights, marketing & creative community, for upskilling and elevating the quality and impact of the toolkit application. This role will also be responsible for unlocking Marketing meta-learning to maximize impact of our Amplify+ framework and continue to refine and tailor to Media/ROI outcomes.

Responsibilities

Lead the team to deliver ‘Inspiring Creative Excellence’ agenda: focused on

• Developing and delivering our Global Meta analysis work identifying trends and patterns across multiple campaigns, planning, and executing accordingly ensuring:
• Data-driven insights: Combining data from multiple sources to provide a comprehensive and accurate understanding of what works in marketing and why.
• Improved E2E decision-making: with the insights gained from meta-analysis, marketing teams will be able to make more informed decisions not only based on Amplify+ but also based on media outcomes, leading to more effective campaigns.
• Consistency and standardization: Ensuring the methods are standardized and consistent to improve reliability and validity of the findings avoiding making decisions based on flawed or biased data.
• Continuous improvement: This position must ensure that the insights gained from previous analysis are incorporated into future campaigns and building on the existing Amplify+ capability, leading to continuous improvement and optimization.
• Reporting and communication: Comprehensive and compelling storytelling to ensure senior leadership, marketing teams and external partners (i.e. Ad Agencies) will be able to nurture their work with the meta learnings.
• Act as Subject Matter Expert for Global Insights and ICC
• Deploy best practices: briefing, methodology/ toolkit application, standard analysis framework, ways of working
• Deployment of Global capability training/ facilitate agency led trainings
• Consult Sector delivery teams on complex delivery projects as needed
• Represent ICC POV to consult on product decisions/challenges/business needs - Methodology, Processes, Best Practices
• Product development workstreams analytics
• Ask Ada Capability Knowledge Management - Content development & enhancement on capability & use cases
  
  

Qualifications

• Deep expertise and passion for brand and creative insights - including significant experience in creative development and brand equity tracking across digitized ad hoc qual/quant consumer research approaches, with a real interest in driving impact from this work.
• Attention to detail and organisation - ability to scope, define and deliver a clear plan of action
• Being intentional stakeholder management and network building - must be excellent at mapping and building the relationships that matter to deliver your agenda - locally within BUs, across the sector teams and across the global org
• Excellent presentation and facilitation skills - able to inspire and energise teams behind the stories and messages you want to land
• Being brave - willing to experiment, innovate and try something new
• Being simple - natural ability to reduce complexity to simplicity, get to a clear story and remove ambiguity
• Strength in change management - i.e. how have you galvanise a group of people to change/get behind your idea or new way of thinking/working through clarity on desired outcome, clear roadmaps and regular engagements to take people with you on the journey
• Creative and marketing savvy -experience of working closely with marketing and creative agencies
• GROWTH - Curiosity for Learning: Demonstrating learning agility and curiosity to grow as a leader and to gain deeper insights that provide value to one’s work
• RELATIONSHIPS - Collaboration: Working across boundaries and creating trusting relationships, demonstrating active listening skills
• RELATIONSHIPS - Network: Leveraging relationships within and outside of PepsiCo to help deliver results, seeking alignment from others on key decisions
• EXECUTION - Clarity: Simplifying complexity, communicating in a clear and concise manner
• AGILITY - Change Management: Maintaining composure during times of change, supporting and managing change by adapting approaches and mobilizing others
• Collaborates Across Boundaries: Highly collaborative whilst clear on what is required; working across a matrix environment and integrating agendas to enable flawless execution
• Global Acumen: culturally highly sensitive, able to design solutions for specific market environments and connect work to have a global impact.
• Transformational Leader: Strong communication, analytical and influencing skills - ability to influence the agenda at a senior level and win followership.
• Talent Builder: Proven leadership and people development skills of a team of diverse individuals/