Greater London, England, United Kingdom
Customer-centric growth strategy and proposition development.
Leading audience-led capability for PepsiCo Europe, enabling brand teams to embed an audience-led thinking end-to-end, from planning to activation, across all marketing touchpoints. Leveraging consumer data and advanced analytics in order drive better relevancy and ROI of marketing.
Development of new insights capabilities which help identify or unlock growth for PepsiCo Europe (e.g. strategic resource allocation of A&M, demand tracking, category growth forecasting). Translation of analytics and insights into portfolio strategy, determining “where to play” and assessing “how to win” in new portfolio opportunities
Strategy manager focused on: - opportunity identification - growth strategy and planning - innovation / concept ideation - proposition development - trial execution and measurement
Internal development manager for the Customer Insight Directorate. Key responsibilities included: • Identifying opportunities to enhance the use of customer data within Waitrose or John Lewis and engaging the businesses in change • Preparing business cases and gains buy-in for capability development projects • Project management • Helping to translate business priorities into a directorate strategy and business plan
Strategy consultant specialising in consumer markets. Significant experience in commercial due diligence and post acquisition strategy. Skills include: • Consumer Research: Designing and interpreting research programmes that get under the skin of consumer segments and their behaviour, needs and attitudes • Market and Competitor Mapping: Defining and sizing addressable markets for new or existing brands, products or propositions. Using detailed customer knowledge to identify current and future market dynamics and trends. Identifying direct or indirect competitors and their relative positioning and potential • Growth Opportunity Identification: Using a customer and market lens to identify opportunities for brand and product diversification or entry into new markets. Developing route to market strategies. • Strategy Development: Creating actionable strategies for products, brands, channels and operations routed in in-depth customer knowledge, commercial potential and operational viability • Commercial Analysis and Business Plan Assessment: Assessing commercial viability, including sales, profit and operating model analysis