Director Business Analytics - Rgm And Marketing

About Tropicana Brands Group
The launch of Tropicana Brands Group represents an exciting fusion of some of the world's most beloved and up-and-coming brands in the juice category, including Tropicana, Naked, KeVita, Izze, Dole, Copella and Punica. Established in 2022 as a joint venture between PAI Partners and PepsiCo, our new company blends the best of two worlds: one steeped in industry-leading expertise and the heritage of prestige juice brands, and another rooted in a true entrepreneurial, agile mindset.
With a global footprint of more than 2,000 associates that spans North America and Europe, we are proud of our industry-leading capabilities in areas that include innovation, R&D, manufacturing, distribution, sales, marketing and nutrition expertise.
The company's focused on the vision to quench the world's thirst for more delight and nourishment, while continuing to build upon the many important diversity, sustainability, local community and philanthropic activities that our people and brands have historically supported.
Key responsibilities:
This role is part of the leadership team of the VP Integrated Insights & Analytics of Tropicana North America. It is designed to build out more dynamic tools and integrated real-time perspective on underlying drivers of North American business performance to complement more traditional insights. As such it is central to the "one source of truth," recognizing the interdependency of the underlying levers for our business and the need to be able to integrate and seamlessly interconnect them. With these actions, this leader can help us "leap frog" into a more data-enabled future, leveraging our status as a scaled startup to embrace cutting edge capabilities in the areas most critical to our brand building agendas. Management of a small team against fluid objectives while providing core analytics is critical.
Additional responsibilities include:

• Standing up and delivering prioritized platform analytic tools to support the entire portfolio, inclusive of the below. Work with Data Science Analytics team to ensure complementary of agendas and cost effectiveness in doing so:
• Category and brand growth projections; Category Drivers and Drags analytics
• Brand Health, Consumer & Need State Segmentation, Innovation Demand Spaces, Occasion database/tracking, Circana Panel databases
• Marketing Mix Models, measurements of Brand Lifts, Cannibalization, Base vs. Incremental Sales
• Media performance trackers including multi-touch attribution
• PVP optimization tools to incorporate Base Price Elasticity & Thresholds, competitive cross-effects and elasticity gaps
• Consumer decision trees, purchase structures, and path to purchase
• Directing analytic support to drive Brand RGM, Portfolio, Category and Media strategies
• Devising vision and plans for more integrated and real-time signals at increasingly granular levels to enable rapid Brand Building resource (re)allocation and competitive response. This entails understanding the value and interaction of all consumer/shopper touchpoints (e.g., integrating and understanding interaction between social, traditional media, shopper, shelf presence, trade)
• Working collaboratively to align on and build a purposeful vision for AI/advanced analytics enablement of all elements of brand building, including a specific pipeline of use cases/applications and strategy for their delivery that is beyond basic dashboarding already present in Data Mart.
• Holistically assess opportunities to leverage automated, predictive, prescriptive tools to enhance speed and granularity of market action in service of top and bottom line expansion and competitive advantage. Scope includes all elements of the Marketing mix Ps (e.g., product, price, place, promotion), inclusive of innovation; all consumer/shopper engagement levers.
• Scope is adjacent to, but excludes, outlet execution performance metrics which reside inside of Commercial.
• Scope excludes supply chain.
• Collaborate with key stakeholders - particularly Finance, IT and Data Science - to align on where brand building analytics fit into overall data- and technology-enablement agenda
• Collaborate with key stakeholders to build out governance approach and business case for said opportunities. Includes determining balance of in- vs. outsourcing in light of capacity and capability requirements; implications for data acquisition/data management agenda inclusive of zero/first party data and role of media agencies; selection of third party partners as needed; working with own direct and other functional stakeholders to allocate resources against agreed priorities, embedding investment and returns in budgets as aligned.
• With VP Integrated Insights, drive change management against the above, leveraging discontinuation of old tools, training, compelling storytelling, etc.
• With VP Integrated Insights, steward delivery of ROI for any investments. Drive transparent communication and progress reporting.

Other:

• Support portions annual brand planning process, period and quarterly performance routines as directed
• Serve on projects targeting particular improvement opportunities, as needed
• Other work as directed
• This leader is excited about turning data into actionable insight and is comfortable working seamlessly with senior stakeholders to influence brand building strategies and performance, with a track record of distilling data into insights and actionable "so what's."

Ideal candidates are excited to "roll up their sleeves" to both lead and conduct analytics and get things done. They have excellent analytic skills and are comfortable working in Excel, data-based and advanced analytics environments. They are able to standup dashboards and "rough and ready" tools with ease. They take the time to solicit internal customer/end user input to ensure their tools are user friendly and fit for purpose. Comfort managing multiple projects and stakeholders to remain on time, on budget, in scope is essential. They do not let perfection get in the way of progress, are comfortable assessing risk and reward to make balanced tradeoffs between speed and accuracy, and have a relentless drive for impact.
They have demonstrable track record of deploying a broad set of analytic/AI tools to drive business value, with speed and with great ROI, with proven ability to drive uptake and embed new capability. They are familiar with different AI technologies and can work with data science experts to discern which is appropriate for any given application.
Familiarity with the core tenets of commercial marketing and its performance metrics is critical; other hands-on commercial experience is a plus. Absent these experiences, candidates must have demonstrated a capability to get up to speed quickly in new areas of domain expertise. Exposure to scaled data purchases to drive down cost/increase functionality is helpful; track record of negotiating
that extends beyond usual syndicated partners and inclusion of retailer data a bonus. Excellent collaboration skills with IT, familiarity with waterfall, agile and hybrid development, and some experiencing partnering with IT and/or partnering and negotiating with 3P partners to ensure development projects hit time/budget/scope targets helpful.
All in all, this leader exhibits the "Grit, Grow, Go!" values that exemplify the TBG culture. Role is an excellent developmental opportunity for those interested in accelerating their Analytics leadership journey.
Requirements:

• Bachelor's degree in Business Analytics, Statistics or Marketing Research; MBA Preferred
• Minimum 10+ years of experience in increasing levels of leadership in insights roles in advanced analytics, competitive intelligence, syndicated research, shopper insights/analysis, innovation.
• CPG background or outside research firm with CPG clients required
• Proficiency in statistical techniques that will inform research design and interpretation
• Familiarity with syndicated sources and broad network of agencies capable of providing proprietary research; experience standardizing and automating reporting, as well as increasing category and competitive intelligence across the business units.
• Experiences across sales/sales strategy, category management, shopper marketing, and brand strategy to provide a well-rounded perspective on commercial strategy

Skillset:

• Grit - find a way by letting perfection get in the way of progress
• Grow - relentless drive for impact
• Go - comfortable assessing risk and reward to make balanced tradeoffs between speed and accuracy apply consumer intuition and test-n-learn methodologies to make it hap-pen
• Willingness to adapt and thrive in a blended work environment, seamlessly transitioning be-tween remote work and in-office operations as required
• Legally authorized to work in the country to which you are applying without requiring sponsor-ship or additional work permits now or in the future

#LI-Hybrid