【日本コカ・コーラ株式会社】Manager, Marketing – Marketing Research & Insights
仕事内容
Manages research activities to provide accurate and timely market and competitor information for strategic and operational decisions; plans and manages the most complex of difficult research projects within established budgets and deadlines; conducts primary consumer research; identifies new market opportunities; analyzes competitor activities and makes recommendations to senior management. Managing teams with focus on policy and strategy implementation and control rather than development; short-term operational/tactical responsibilities.
There’s nothing more exciting then analyzing markets and identifying trends if your passion is marketing research and there’s no better company to do this with then The Coca-Cola Company. In this role, you’ll provide consumer insights that provides our businesses with in-depth understanding of market dynamics and consumer needs/wants/insights in order to identify key trends and opportunities for profitable brand growth. Our ideal candidate will be incredibly passionate about data, possess a proven record of transforming raw data into analytic insight. You’ll strongly influence the business and marketing decisions of the company by supporting and helping to institutionalize a data-driven analysis culture.
What You’ll Do for Us
Identifies advanced analytic approaches and updates our existing ones to support management and other functional stakeholder to answer business questions focusing on consumer targeting, prediction of future performance of Marketing campaigns, evaluation of brand initiatives based on ROI, optimal Marketing investment strategies
Collaborates cross functionally on innovative Proof of Concepts answering business questions using innovative data science approaches
Shares key learnings of research or analysis reassuring that the information flows appropriately and freely within markets
Identifies and works on high-impact business problems and develops viable solutions through data analysis, predictive modeling, and advanced analytics techniques
Leads cross-functional projects using basic data modeling and analysis techniques to discover insights that will guide strategic decisions and uncover optimization opportunities
Effectively leverages Coca-Cola’s proprietary studies and secondary/syndicated data sources (e.g. Nielsen, Kantar, Euromonitor, Social listening data, etc.) to identify consumer and shopper-centric growth opportunities
Tracks performance with standardized metrics & reporting routines to assess effectiveness of on-going strategies relative to desired business results
Runs optimization and simulation scenarios to help provide recommendations to Marketing and Media Planning Teams based on existing Market Mix Modelling
Provides insights and recommendations to optimize current marketing and trade investments through various analysis, consumer behavior modeling, and marketing mix modeling; lead efforts related to sales and margin impacts of marketing activities, including offer recommendations, projections, trends, opportunities/risks, post-event analysis, and recommendations based on analysis and business needs
Develops of new analysis frameworks for innovative insight and business plan development and Innovation, opportunity identification along with internal stakeholders
Continuously assesses the industry supplier, tool, and analytical application base, seek out the needs of the business, and play an active role in keeping Coca-Cola up to date on the latest thinking on tools and techniques
Demonstrates thought leadership on the development and implementation of game-changing and actionable consumer & shopper insights
Creates compelling fact-based analytics on category insights, brand performance and consumer-centric opportunities from available information sources (continuous and ad-hoc) to direct and support the System toward achieving its maximum potential overtime
Builds true partner relationships with Marketing, Franchise Operations, R&D, Finance and Bottler teams to drive insights into action and connects with partner agencies and key suppliers to ensure best-in class design consumer and shopper research
Leads, designs & applies consumer research protocols (communication, concept, product & innovation testing, formula & ingredients reformulation) and set up ad-hoc studies, ensuring actionable insights & sharing the learnings within The Coca-Cola System
Manages effective spend of assigned S&I Budget and implement productivity initiatives that deliver significant and quantifiable savings to the business
応募資格(必須経験など)
Qualification & Requirements
Bachelor’s degree in Marketing, Data Science, Statistics, Econometrics or related field is required
Must possess at least 8 years of experience in consumer/shopper marketing research and analytics, category management, and/or consumer/shopper research within the consumer goods industry is required
Experience with data visualization tools like Tableau and/or Microsoft BI as well as MS Word, PowerPoint, Excel, Basic level in SPSS, R or Python is preferred
Must possess the ability to analyze quantitative and qualitative data to identify patterns, opportunities and gaps, and integrate across disparate data sources, as well as working knowledge of analytic approaches
The ability to communicate complex information and implications both verbally, in interactions with senior leaders, and in written presentations, utilizing "storytelling techniques" to communicate a clear, compelling and cohesive shopper story is ideal
The ability to develop and direct custom research projects, as well as the ability to interpret and explain data to customers/bottlers in a way that is meaningful to their business needs is required
Must possess the ability to identify opportunities and gaps for both Coca-Cola and customers/channels via a holistic understanding of business fundamentals and application of quantitative and qualitative industry, consumer and shopper insights
Knowledge of industry and customer research resources and a basic knowledge of methods for gathering information are ideal
Project management skills are preferred
Skills
Collaborative Leadership; Researching; Channel Management; Digital Media Strategy; Quantitative Research; Competitive Assessments; Retail Marketing Strategy; Project Management
Our Purpose and