Director, Insights
Pernod Ricard USA - New York City, NY
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Position Title: Director, InsightsLocation: New York, NY (Headquarters)Position Summary: The Director Insights is a unique, high-profile role that will lead and develop the insights practice at PRUSA. Our Insights organization is at the center of PRUSA's transformation vision in how we build brands, go to market and delight consumers. The head of this Insights team will be responsible for building out a best-in-class insights organization that supports sales, marketing, media, and various company-wide change initiatives. The candidate will have a wide remit to develop new ways of working within Insights, establish a new yearly cadence of Insights deliverables and upskill the organization. The successful candidate for this role will:Have significant experience running an insights teamShown a strong capability to drive a vision in the organizationBe a strong mentor for insights managers and marketersHave a passion for partnering with analytics to drive holistic consumer and market understandingBe a forward-thinker about the role of insights in spirits marketingHave a well-balanced background with various insights/marketing experienceMajor Responsibilities / Accountabilities: Lead and develop the Insights team, including scoping roles and managing organizational priorities. A key emphasis will be on upskilling the organization and mentorship.Establish a mid-and-long-term learning agenda and budget to support the transformation agenda inside PRUSA. This will have a significant component involving media planning, portfolio strategy and brand storytellingDirectly support a limited number of high-priority strategy projects (e.g. M&A activities, media thresholds)Oversee norms and reporting on innovation and media, ensuring that success criteria are represented correctly, teams have established correct, KPIs, etc.Establish a shopper/customer insights practice, which complements the existing customer analytics group.Key thought leader insight the global PR insights community. Manage the relationship with HQ Insights COENature & Scope:The Insights team reports to the VP of Portfolio Growth, alongside Media Transformation, Portfolio Strategy, Analytics and Business Intelligence. This is a new role managing an existing team of four, with plans to expand to meet the needs of the business within the first year. The Insights team focuses on brand, shopper, innovation and portfolio insights, but will work closely with analytics, business intelligence and customer analytics.The Director of Insights is a high-profile role because it is at the center of several cross-functional change initiatives, and also because this candidate is expected to be a trusted thought leader for senior executives. The Director will work closely with peers in the HQ Insights organizations, as well as global colleagues, to further develop the global insights community.Requirements:Education: Minimum Bachelor's degree (or equivalent); MBA or advanced degree preferableExperience / Background: 10+ years of business experience, with significant experience in market research/insights or demonstrated ability to lead an insights function. Must have experience in leading a team and in setting a change agenda. Experience in spirits or other image-based categories preferred.Working Conditions: Occasional -10% of timeRequired Competencies:Leadership CompetenciesStrategic VisionMotivates and engages peers and teams to support and facilitate changeTranslates the organization's vision into clear, specific and achievable plansBuilds relationships outside and within the organization and maintains strong, long-term relationshipsIncorporates understanding of the connections between areas of the business into decisionsEntrepreneurshipChallenges the status quo by thinking out of the box and taking educated risksExemplifies a personal commitment and desire to achieve desired obstaclesGains commitment by highlighting areas of agreement and focusing efforts on resolving areas of disagreementResults OrientedMeasures and tracks key business results and processes to assess performanceEffectively manages time by identifying and removing time wasters for self and teamsMaintains composure and high performance standards in a challenging environmentActively shares lessons learnt from past experiences and knowledge of best practicesLive the ValuesGuarantees the highest professional standards and promotes ethics by notably confronting and addressing inappropriate or unethical behaviorsDemonstrates commitment to Corporate Social Responsibility (CSR) priorities by promoting Group and local initiativesEstablishes a mutual trust environment by communicating in an honest, straightforward and transparent manner with colleagues at all levelsRecognizes, rewards and celebrates successPeople DevelopmentServes as a trusted coach or mentor to ensure people can achieve their development and career objectivesOpenly provides ongoing constructive and balanced performance feedbackIdentifies and selects the most qualified Talent for positionsTeam ManagementInspires team members by communicating the shared purpose and holding people accountable for performanceEmpowers team members to make decisions, providing guidance and support where requiredFacilitates team performance by understanding the strengths and weaknesses of team membersFunctional Competencies Brand LeadershipPersuades colleagues and management of the relevance of brand vision and crusadeBrings to life the brand vision and crusade across a range of marketing initiativesDefines the local brand experience for global brands in smaller markets, working with the brand ownerBrand Strategy & PlanningUnderstands the company's goals and how affiliate strategy will contribute to themUnderstands the role of a brand in the company portfolio and the role of a product in a categoryUnderstands competitors' brand positioning and strategyMonitors brand KPIs and identifies emerging issues and opportunitiesDevelops marketing activities in line with brand compassBrand CommunicationUnderstand the creative development and the media buying process, planning and budgetingAnalyzes direct and indirect competitors' communication strategyImplements the overall communication plan, analyzing its performance annually and on an ongoing basisWrites clear briefs to creative / media agenciesDelivers relevant and structured feedback on creative development / media plansBrand ActivationUnderstands the basic promotional objectives, mechanics of our brands and of our key competitorsUnderstands role of promotion in achieving brand objectivesImplements basic promotion activity on time and as per brand planOptimizes the promotion implementationConducts and shares basic evaluation of promotion performanceConsumer InsightUnderstands major characteristics of consumer / shopper typologies, motivations and behavior in his / her area and category, and knows the levers PR uses to address them (promotion, merchandising, animation, etc.)Builds consumer understanding through regular market visits to targeted touchpoints (POP, POC), observing and discussing with consumers and key trade stakeholders (consumers, bartenders)Keeps updated on consumers / shoppers needs and expectations by analyzing basic related research (quanti & quail)InnovationIdentifies consumer insights and business opportunities for innovation and assesses their relevance in regard of brand strategyEvaluates products / packaging performance, recommends detailed solutions to improve them and conducts renovation projectsDevelops innovation concepts to address specific insights, business opportunities and competitive environmentCoordinates cross-departmental and agency work to deliver innovation projectsAnalyzes potential ROI of innovation projects and analyzes performance once launched, recommending corrective actions if neededCreativityExplores a wide variety of creative sources to identify opportunities for improvement or changeEncourages creativity by using creative methods / techniques to resolve a problem or generate new ideasChampions new ideas and brings them to life by taking risks and learning from both successes and mistakesAnalytical SkillsAnalyzes multiple information sources, filters and summarizes them and outlines key issues for the businessMakes multiple recommendations, weighing pros and cons of different alternativesAnticipates and assesses consequences of several alternative optionsProject ManagementSets up organization for small project / sub-projects (project plan: set clear objectives, resources, planning and budget)Identifies resources and skills requirements to achieve project goals, and allocates / prioritizes roles and responsibilitiesIdentifies project opportunities and sells them in to the organizationOrganizes and coordinates day to day work efforts of the project team, establishing work plans (timing, process, tasks, meetings)Monitors project KPIs and implements corrective action plans as requiredReports project progress to sponsors and stakeholdersBusiness AcumenDemonstrates and overall understanding of business environment, company's vision, objectives, priorities and CSRDemonstrates understanding of basic PR financial terms (P&L from COGS to Contributive Margin CAAP) and their implicationsMonitors forecast and results against KPIs (e.g. volumes, market shares, categories)Manages A&P budget efficientlyRelationship BuildingDevelops influential relationships with management through sharing constructive ideas in a clear and convincing waySpeaks confidently in meetings and public forums, facilitating open dialogueDevelops quality relationships with external contacts (providers, key influencers)Gains respect and credibility in relationships within the business by delivering with consistent excellenceTakes into account other people's perspectives and culture, in order to build trusting relationships and resolves conflictsWho are we? Pernod Ricard USA is the premium spirits and wine company in the U.S. The company's leading spirits and wines include such prestigious brands as ABSOLUT Vodka, Chivas Regal Scotch Whisky, The Glenlivet Single Malt Scotch Whisky, Jameson Irish Whiskey, Malibu, Kahla Liqueur, Beefeater Gin, and Avin Tequila (through a joint venture with Tequila Avin); such superior wines as Jacob's Creek and Brancott Estate; and such exquisite champagnes and sparkling wines as Perrier-Jout Champagne, G.H. Mumm Champagne and Mumm Napa sparkling wines. Learn more about our history, values, strategies and organization by visiting us at Working at Pernod RicardWorking for Pernod Ricard USA means working for the co-leader in the global wines and spirits industry - and having the opportunity to work with great people and great brands in diverse and challenging roles. Our success is the result of the passion and creativity of our people, our exceptional portfolio of leading premium brands, and a shared commitment to our values of entrepreneurship, mutual trust, and a strong sense of ethics. Pernod Ricard USA rewards both individual initiative and a spirit of collaboration, and encourages ongoing professional development. Pernod Ricard USA recognizes the importance of continuously building upon our diverse workforce and inclusive culture. We believe in championing an inclusive culture that embraces differences and encourages employees to challenge themselves and their colleagues.BenefitsPernod Ricard USA offers competitive compensation, performance bonuses and domestic & international career development opportunities. Offers will be subject to United States local terms.Job Posting End Date:Target Hire Date:2020-07-01-07:00Target End Date:Pernod Ricard USA is an Equal Opportunity Employer of Minorities, Females, Protected Veterans, and Individuals with Disabilities Minimum Salary: 31200.00 Maximum Salary: 31200.00 Salary Unit: Yearly
Created: 2024-09-23