Senior Manager Shopper Insights Latam

hace 6 meses

Federal, México Coca-Cola A tiempo completo

**What You’ll Do for Us**
- Identifies advanced analytic approaches and updates our existing ones to support management and other functional stakeholder to answer business questions focusing on consumer targeting, prediction of future performance of Marketing campaigns, evaluation of brand initiatives based on ROI, optimal Marketing investment strategies
- Collaborates cross functionally on innovative Proof of Concepts answering business questions using innovative data science approaches
- Shares key learnings of research or analysis reassuring that the information flows appropriately and freely within markets
- Identifies and works on high-impact business problems and develops viable solutions through data analysis, predictive modeling, and advanced analytics techniques
- Leads cross-functional projects using basic data modeling and analysis techniques to discover insights that will guide strategic decisions and uncover optimization opportunities
- Effectively leverages Coca-Cola’s proprietary studies and secondary/syndicated data sources (e.g. Nielsen, Kantar, Euromonitor, Social listening data, etc.) to identify consumer and shopper-centric growth opportunities
- Tracks performance with standardized metrics & reporting routines to assess effectiveness of on-going strategies relative to desired business results
- Runs optimization and simulation scenarios to help provide recommendations to Marketing and Media Planning Teams based on existing Market Mix Modelling
- Provides insights and recommendations to optimize current marketing and trade investments through various analysis, consumer behavior modeling, and marketing mix modeling; lead efforts related to sales and margin impacts of marketing activities, including offer recommendations, projections, trends, opportunities/risks, post-event analysis, and recommendations based on analysis and business needs
- Develops of new analysis frameworks for innovative insight and business plan development and Innovation, opportunity identification along with internal stakeholders
- Demonstrates thought leadership on the development and implementation of game-changing and actionable consumer & shopper insights
- Creates compelling fact-based analytics on category insights, brand performance and consumer-centric opportunities from available information sources (continuous and ad-hoc) to direct and support the System toward achieving its maximum potential overtime
- Builds true partner relationships with Marketing, Franchise Operations, R&D, Finance and Bottler teams to drive insights into action and connects with partner agencies and key suppliers to ensure best-in class design consumer and shopper research
- Leads, designs & applies consumer research protocols (communication, concept, product & innovation testing, formula & ingredients reformulation) and set up ad-hoc studies, ensuring actionable insights & sharing the learnings within The Coca-Cola System
- Manages effective spend of assigned S&I Budget and implement productivity initiatives that deliver significant and quantifiable savings to the business

**Qualification & Requirements**
- Bachelor’s degree in Marketing, Data Science, Statistics, Econometrics or related field is required
- Must possess at least 8 years of experience in consumer/shopper marketing research and analytics, category management, and/or consumer/shopper research within the consumer goods industry is required
- Experience with data visualization tools like Tableau and/or Microsoft BI as well as MS Word, PowerPoint, Excel, Basic level in SPSS, R or Python is preferred
- Must possess the ability to analyze quantitative and qualitative data to identify patterns, opportunities and gaps, and integrate across disparate data sources, as well as working knowledge of analytic approaches
- The ability to communicate complex information and implications both verbally, in interactions with senior leaders, and in written presentations, utilizing "storytelling techniques" to communicate a clear, compelling and cohesive shopper story is ideal
- The ability to develop and direct custom research projects, as well as the ability to interpret and explain data to customers/bottlers in a way that is meaningful to their business needs is required
- Knowledge of industry and customer research resources and a basic knowledge of methods for gathering information are ideal
- Project management skills are preferred

**What We Can Do For You**
- ** Iconic Brand**: Work on the most recognized brand in the world and be part of developing the brands next chapter.
- ** Exposure to World Class Leaders**: Availability to global marketing leaders that will expand your network and exposure you to emerging digital platforms and marketing insights.
- ** Creative Team Culture**: Be inspired by the best brand leaders and agencies in the world, which creates a creative culture that supports taking risks and innovation.

**Skills**

Media Planning; Influencing; Consumer Tre

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