Shopper Insight and RGM (Demand Accelerator) - Malaysia Foods

PepsiCo; Petaling Jaya; On-site; MYR 120,000 - 180,000; Full time

Job summary

A leading FMCG company in Malaysia is seeking a Demand Accelerator Lead. The role focuses on driving commercial strategies through deep shopper insights and category management. The ideal candidate has significant experience in FMCG, strong analytical skills, and a solid background in revenue growth management. This position offers opportunities for impactful contributions in a dynamic environment.

Qualifications

• 7-8 years of combined relevant experience in shopper insights, category management, revenue growth management in a matrix FMCG environment.
• Experience in strategy development and execution.
• Customer facing experience in a category or commercial role.

Responsibilities

• Understand shopper's behavior and motivations across full journey.
• Identify channels/customers essential to commercial success.
• Enable optimization of net revenue realization through various strategies.

Skills

Shopper-focused qualitative and quantitative tools

Strong analytical skills

Negotiation skills

Communication skills

Education

Bachelor's degree in a relevant field

Tools

Nielsen

Job description

Overview

The Shopper Insight and RGM (Demand Accelerator Lead) – Malaysia Foods shall help lead the commercial agenda in the market, function as a Growth Catalyst, and partner with customers to unlock granular growth at scale. This role will be responsible for creating & executing transformative commercial solutions across mental & physical availability that drive growth, create advantage & deliver smiles for our consumers and customers.

Responsibilities

What you will be responsible for:

SHOPPER INSIGHTS

• Understand shopper’s behavior, attitudes, and motivations across full journey – both Retail and Away From Home (AFH). Includes holistic view of consumer LT Value, F&B consumption (Demand), shopper behavior (Digital/B&M trip and in-store), Media behavior.
• Identify and prioritize channels/customers essential to future commercial success by building a deep understanding of their unique ‘problems to solve’ to customize our solutions and position PepsiCo as an ‘Advantaged Growth Partner.’
• Enable optimization of net revenue realization through pack price architecture, promotional effectiveness, assortment optimization and trade terms evaluation
• Understand the channel and shopper Landscape through risk/opportunity analysis and outlook & target setting.
• Identify shopper opportunities for customer engagement (Discovery, Growth Summits, JBPs, selling stories)
• [Lead/support] shopper and customer segmentation analytics
• Understand Path to Purchase including shopping missions and demand space linkage.
• Create customer selling stories to shape and/or co-create brand & category growth solutions.
• Design and measure in store testing pilots
• [Lead/support] category reviews & score carding with customers
• Understand retailer strategies, objectives & KPIs.
• Generate & integrate shopper insights into Category Management, Shopper Marketing and Revenue Management planning.
• [Lead/support] shopper performance reporting through priority metrics
• [Lead/support] competitive reviews with retail and foodservice focus
• Drive PSP & AOP agenda and long-term shopper growth strategy

CATEGORY MANAGEMENT (CATMAN)

• Support Customization of Category Strategy, to customer Category needs – connecting with their Customer & Impulse Strategies, & current performance challenges
• Supporting the commercial function in analyzing performance trends and providing insights to deliver against the PepsiCo Business Plan.
• Work with the Independents sales director on Joint Business Plans and leading the development and supporting the delivery of presentations.
• Supporting the commercial function and attending where required customer meetings and range reviews.
• Supporting the Customer category managers in pro actively understanding drivers of performance and identifying opportunities for growth with the independents channel.
• Support direction setting for Joint Business Plans - building to a reasonable, initiative backed, stretch on AOP, and support the strategic sell of the JBP plan by:
  • Support the development & delivery of sell in presentations.
  • Coordination of input /representation from Category & Marketing at joint planning days
  • Working with the Customer Team to follow up sessions & build alignment to initiatives.

PERFECT STORE

• Understand the category & channel specific shopper => Build recommendation for Perfect Store Blueprints
• Identify and recommend the Best in class action plan on strategic Levers such as Portfolio & Merchandising
• Asses & contribute to recommend the right set of execution standards and deliver PiCOS implementation with others depts

REVENUE GROWTH MANAGEMENT

• Jointly partner with marketing and commercial teams to develop a robust business Revenue strategy to accelerate NR growth using Transactions, Pricing, Mix and Trade Spend as a lever. Key delivery including identifying new pack price/ product innovation to address the business Must Win Battles, outlining key enablers to execute the revenue management programs successfully.
• Develop robust Channel Pack Price architecture based on insights and data analysis. Evaluate & recommend Pack differentiation based on competitive actions, consumer price points differentiation based on desired promo activities.
• Monitor pricing and promo execution, facilitate promotion optimization analysis, analyze promo performance (uplift, ROI), and develop spend strategy that maximizes channel/account opportunity.

Qualifications

What you need to have:

• Bachelor's degree in a relevant field
• 7-8 years of combined relevant experience in shopper insights, category management, revenue growth management in a matrix FMCG environment is a must.
• Shopper-focused qualitative and quantitative tools & techniques, Incl. those connected to Customer Category Management, Shopper Analytics and Rev Man Pack Price Promo modeling.
  • E.g. Demand and Mission activation
  • E.g. Shopper Panel analytics
  • E.g. Shopper Decision Tree analytics
  • E.g. Store Layout and Shopper Flow
  • E.g. Pack Price and Promotional strategy
  • E.g. Optimum In Store Execution strategy
  • E.g. In-Store package and Comms testing
• Project management/leadership - learning plan development, vendor management and influencing cross functional project teams.
• Share business thought leadership across global, sector and markets - by identifying business and consumer issues. Aligning insights to address issues; ensuring the shopper “voice” included in process.
• Strong analytical, negotiation, influencing, communication/presentation & team working skills.
• Strong experience in activating analytical insights and research with customers.
• Strong background of category management and analytical skills in Nielsen
• Experience in strategy development as well as execution
• Proven ability to develop good working relationships cross functionally both internally and externally.
• Customer facing experience in a category or commercial role.
• Range & Merchandising tools & processes – e.g., Efficient Assortment, Space Planning Analytics (systems capabilities & reporting functionality)
• Some experience in leading, coaching and managing people.

What you need to have:

• Bachelor's degree in a relevant field
• 7-8 years of combined relevant experience in shopper insights, category management, revenue growth management in a matrix FMCG environment is a must.
• Shopper-focused qualitative and quantitative tools & techniques, Incl. those connected to Customer Category Management, Shopper Analytics and Rev Man Pack Price Promo modeling.
  • E.g. Demand and Mission activation
  • E.g. Shopper Panel analytics
  • E.g. Shopper Decision Tree analytics
  • E.g. Store Layout and Shopper Flow
  • E.g. Pack Price and Promotional strategy
  • E.g. Optimum In Store Execution strategy
  • E.g. In-Store package and Comms testing
• Project management/leadership - learning plan development, vendor management and influencing cross functional project teams.
• Share business thought leadership across global, sector and markets - by identifying business and consumer issues. Aligning insights to address issues; ensuring the shopper “voice” included in process.
• Strong analytical, negotiation, influencing, communication/presentation & team working skills.
• Strong experience in activating analytical insights and research with customers.
• Strong background of category management and analytical skills in Nielsen
• Experience in strategy development as well as execution
• Proven ability to develop good working relationships cross functionally both internally and externally.
• Customer facing experience in a category or commercial role.
• Range & Merchandising tools & processes – e.g., Efficient Assortment, Space Planning Analytics (systems capabilities & reporting functionality)
• Some experience in leading, coaching and managing people.

What you will be responsible for:

SHOPPER INSIGHTS

• Understand shopper’s behavior, attitudes, and motivations across full journey – both Retail and Away From Home (AFH). Includes holistic view of consumer LT Value, F&B consumption (Demand), shopper behavior (Digital/B&M trip and in-store), Media behavior.
• Identify and prioritize channels/customers essential to future commercial success by building a deep understanding of their unique ‘problems to solve’ to customize our solutions and position PepsiCo as an ‘Advantaged Growth Partner.’
• Enable optimization of net revenue realization through pack price architecture, promotional effectiveness, assortment optimization and trade terms evaluation
• Understand the channel and shopper Landscape through risk/opportunity analysis and outlook & target setting.
• Identify shopper opportunities for customer engagement (Discovery, Growth Summits, JBPs, selling stories)
• [Lead/support] shopper and customer segmentation analytics
• Understand Path to Purchase including shopping missions and demand space linkage.
• Create customer selling stories to shape and/or co-create brand & category growth solutions.
• Design and measure in store testing pilots
• [Lead/support] category reviews & score carding with customers
• Understand retailer strategies, objectives & KPIs.
• Generate & integrate shopper insights into Category Management, Shopper Marketing and Revenue Management planning.
• [Lead/support] shopper performance reporting through priority metrics
• [Lead/support] competitive reviews with retail and foodservice focus
• Drive PSP & AOP agenda and long-term shopper growth strategy

CATEGORY MANAGEMENT (CATMAN)

• Support Customization of Category Strategy, to customer Category needs – connecting with their Customer & Impulse Strategies, & current performance challenges
• Supporting the commercial function in analyzing performance trends and providing insights to deliver against the PepsiCo Business Plan.
• Work with the Independents sales director on Joint Business Plans and leading the development and supporting the delivery of presentations.
• Supporting the commercial function and attending where required customer meetings and range reviews.
• Supporting the Customer category managers in pro actively understanding drivers of performance and identifying opportunities for growth with the independents channel.
• Support direction setting for Joint Business Plans - building to a reasonable, initiative backed, stretch on AOP, and support the strategic sell of the JBP plan by:
  • Support the development & delivery of sell in presentations.
  • Coordination of input /representation from Category & Marketing at joint planning days
  • Working with the Customer Team to follow up sessions & build alignment to initiatives.

PERFECT STORE

• Understand the category & channel specific shopper => Build recommendation for Perfect Store Blueprints
• Identify and recommend the Best in class action plan on strategic Levers such as Portfolio & Merchandising
• Asses & contribute to recommend the right set of execution standards and deliver PiCOS implementation with others depts

REVENUE GROWTH MANAGEMENT

• Jointly partner with marketing and commercial teams to develop a robust business Revenue strategy to accelerate NR growth using Transactions, Pricing, Mix and Trade Spend as a lever. Key delivery including identifying new pack price/ product innovation to address the business Must Win Battles, outlining key enablers to execute the revenue management programs successfully.
• Develop robust Channel Pack Price architecture based on insights and data analysis. Evaluate & recommend Pack differentiation based on competitive actions, consumer price points differentiation based on desired promo activities.
• Monitor pricing and promo execution, facilitate promotion optimization analysis, analyze promo performance (uplift, ROI), and develop spend strategy that maximizes channel/account opportunity.