Job Description:
This role reports to Director, Channel Strategy
We are seeking a highly skilled and experienced Channel Shopper Insight Senior Manager to join our dynamic team at Coca-Cola. The ideal candidate will be responsible for supporting the Channel Strategy Director in developing and executing channel strategies for the Long-Range Plan (LRP) and Annual Business Plan (ABP). This role requires alignment and collaboration across the entire Coca-Cola system, as well as integration with various teams including Shopper Insight, Human Insight, and Strategic Teams.
Key Responsibilities:
Channel Strategy Development:
Support the Channel Strategy Director in the development of channel strategies for LRP/ABP.
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Ensure alignment of channel strategies across the entire Coca-Cola system.
Shopper Insight Integration:
Integrate Coca-Cola shopper insights with Human Insight and Strategic teams to provide a unified perspective.
Support the Channel Director in the development of segmented channel strategies and ensure alignment across the system.
Channel Dynamics and Shopper Studies:
Implement channel dynamics studies to understand market trends, consumer behavior, and channel performance.
Lead cross-channel shopper studies utilizing integrated data sources such as KWP, CREST, and other relevant datasets.
Initiate dedicated studies for emerging channels to identify growth opportunities and develop actionable insights.
Activation and Execution:
Support integrated channel activation and PACE (Planning, Activation, Communication, and Execution) execution from a shopper insight perspective.
Provide insights and recommendations to enhance shopper engagement and drive sales.
Innovative Shopper Insight Development:
Lead the development of innovative shopper insights using digital solutions and advanced analytics.
Collaborate with technology teams to implement cutting-edge digital tools for shopper insight analysis.
Support WPOS Team:
Support the WPOS (World-Class Point of Sale) team in building a bottler shopper occasion-based mindset.
Share insights and best practices to enhance shopper experience and drive business growth.
Qualifications:
Bachelor's degree in Marketing, Business Administration, or a related field
Minimum of 5 years of experience in shopper insights, market research, or related field within the CPG industry.
Strong understanding of channel dynamics and experience in developing channel strategies.
Proficiency in data analysis tools and techniques; experience with KWP, CREST, and other relevant data sources is a plus.
Strong analytical skills with the ability to interpret complex data and translate it into actionable insights.
Excellent communication and collaboration skills, with the ability to work effectively across multiple teams and levels of the organization.
Proven ability to lead and manage projects, with a focus on innovation and continuous improvement.