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Western Europe Shopper Insight Manager - Chocolate

Req #: 1712130
Location: Mechelen, Antwerp BE
Other Locations:
Job Category: Strategy, Insights & Analytics
Job Description

Mondelēz International, Inc. is a global snacking powerhouse, with 2015 net revenues of approximately $30 billion. Creating delicious moments of joy in 165 countries, Mondelēz International is a world leader in biscuits, chocolate, gum and candy, with iconic brands such as Milka, Côte d'Or, Oreo, LU, Philadelphia and Stimorol. Mondelēz International is a proud member of the Standard and Poor’s 500, NASDAQ 100 and Dow Jones Sustainability Index. Visit www.mondelezinternational.com for more information.

 

Purpose of the role

 

Mondelēz Europe operates as a Category led business model organisation responsible for the Categories of Coffee, Chocolate, Cheese & Grocery, Biscuits and Gum and Candy. The Categories lead the development and implementation of strategies for the growth of the total business, which includes managing the P&L for the Zurich European Head office. The countries in Europe are stuctures in 4 areas: Northern Europe (UK, Ireland and Nordics), Southern Europe, Western Europe and Eastern Europe. Add a description of area structure the role of Insights is to drive growth and business results by embedding shopping and consumption understanding into the organisation and providing actionable insights that support our people centric strategies and actions, and said in other words, "to inspire growth by connecting with people".

The Shopper Insights country Mgr. is primarily a key business and strategic partner to Category Planning in the area – Western Europe with a focus on Benelux and the Marketing Category Team - Chocolate.

This role is responsible for developing and leveraging basket shopping and retail environment in-depth understanding into category, retail, and customer strategies and recommendations, with shared accountability for growth and delivery of business results.

The role is also responsible for ensuring shopping is integrated into Marketing plans and programs, partnering with Category Insights managers.

 

Main responsibilities


Growth Opportunity Identification

  • Understand the shopping and retail landscape overall and specific retail/customer environments through analysis of shopper dynamics, retailer information and trends (i.e. syndicated information, purchase/consumption panels, customised research, Loyalty Card Data etc.).
  • Support the situation analysis with retailer/channel and shopping trends cross category.
  • Understand full shopper purchase path (pre store/in store/post store) to drive further cross category and snacking understanding and support growth opportunity identification.
  • Lead Insights for cross-Category initiatives, i.e. Snacking. Ensure partnership with Category teams in terms of delivering cross-category perspective and insights, leverage cross-category knowledge to identify growth opportunities.
  • Leverage globally implemented shopping and shopper learning, activation and tools as a lens to look through for local shoppers, retail environments and retailers.
  • Communicate clear and compelling recommendations for concrete growth activities by combining shopping, category and retailer knowledge, as well as insights from multiple sources with shopping and business knowledge, and synthesize to provide clear understanding of present and future growth drivers.
  • Work closely with Category Insights, Marketing, Sales and Trade Marketing to drive awareness of shopper and customer insight.

Generating behaviour changing insight & identifying effective levers of engagement

  • Guide business decisions by building insights.
  • Ensure Sales, Trade Marketing and CI are armed with the right tools to drive understanding.
  • Communicate all learning and insight in a compelling way to drive action.
  • Collaborate with the Category Insights Managers to leverage broad shopping knowledge beyond the category such as missions, occasions, retail environment and customer understanding to increase shopping intelligence and usage among the business team.

Business optimisation through tracking and learning

  • Monitor market place dynamics (retail, shopper and consumer trends) to identify opportunities/issues/risks and recommend appropriate actions.
  • Evaluate impact of execution against strategy in order to learn, correct and drive continuous improvement.
  • Ensure high quality tracking of the RE (Retail Environment) and 5P (price, promotion, placement, product, POB communication), the category, cross category performance and in store programs in the market. (Analysis of Retail Panel data, Consumer Panel data, retailer loyalty card information, etc.).
  • Collaborate with Analytics team and Category Insights team to leverage analytic tools (modelling and forecasting) to give guidance on strategies and tactics including trade spend.
  • Identify shopping knowledge/information gaps through understanding commercial business priorities, to create prioritised Insights project plan.
  • Collaborate with the Mgr. Category Consumer Insight to leverage broad consumer knowledge beyond the shopping mode such as Portfolio and Architecture, Innovation, Organic Brand growth/Equity, Integrated connections/Communication.
  • Collaborate with regional SI leader as well as other SI country managers proactively sharing knowledge and seeking out existing learning.

Resource Management & Learning Plan

  • Lead creation of shopping, cross category and channel/RE/customer learning plan per country 4-2-1 Planning.
  • Maximise value and efficiency of research expenditures and ensure Shopping and Sales team complies with Mondelēz procurement and accounting policies and procedures.
  • Responsible for ensuring appropriate knowledge management (historical) across the team, leveraging MDLZ tools such as IConnect.

 

 


Qualifications

Knowledge, Skills, Experience and Language Requirements

 

Required

  • Min. Bachelor’s Degree (Social Science, Business Administration, Marketing preferred)
  • Presentation skills
  • Written Communication
  • Understand how to conduct competitive analysis and identify relative portfolio strengths and gaps
  • Able to create holistic view of brand performance
  • Able to facilitate identification and selection of growth and white space opportunities
  • Able to synthesize data from different sources into a well-structured story with clear implications
  • Knowledge of how to apply Strategic pricing frameworks to deliver value
  • Able to partner well with marketing, sales and external agencies
  • Able to conduct analysis of Ad Hoc & Continuous data sources (retail measurement, Brand Health Trackers and consumer & shopper panels; assessment of data quality)
  • Demonstrated ability to work and influence cross functionally , and experience in cross function teams
  • Experience in building compelling insight from multi data sources to influence business decisions
  • Fluency in English and Dutch and/or French

Preferred

  • MBA or MA in Social Science with concentration on research, marketing, quantitative analysis
  • Creativity
  • Know how to apply different methods understand people such as in-person and/or digital ethnography
  • Able to leverage Shopper diagnostics via 5S framework, customer understanding, retail formats and shopper missions internally and with customers
  • Min 8 years working experience in commercial area (preferably FMCG) Min 4 years of market research/shopper marketing/activation agency or similar
  • Experience in customer management or retailer

We pride ourselves on having a high performing and collaborative culture where we offer support and development to enhance your career and develop your knowledge and skills.

 

In return for your commitment, drive and enthusiasm, we offer an attractive benefits package within a highly successful International business that offers financial rewards and resources, including bonus scheme, contributory pension, life assurance, generous holiday allowance and a flexible benefits programme.

 

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