Overview
The Insights Lead role will be responsible for leading Consumer Insights efforts for PepsiCo Indonesia Foods and is responsible for identifying consumer-led opportunities and unlocking growth potential. The position partners closely with business leaders to translate deep consumer, category, and competitive understanding into commercial opportunities and strategic initiatives. In addition, the role drives innovative and agile approaches to trend spotting to continuously inform the product pipeline, while collaborating in a matrix environment with regional and global insights teams to influence business priorities and decision-making.
Responsibilities
What you wiill be responsible for:
Lead commercial diagnostics for the Foods category by analyzing consumer panel metrics (e.g., penetration, volume per buyer) and Nielsen RMS data (e.g., share, category dynamics, pricing, pack architecture, and portfolio mix) to identify actionable growth levers.
Translate shopper and consumer behavior into clear, insight-led recommendations that inform strategic business decisions and commercial actions.
Develop compelling insight-driven storylines that connect data to business opportunities and guide decision-making for senior stakeholders.
Build a deep understanding of category demand drivers, consumer jobs-to-be-done, and unmet needs to inform brand strategy and purposeful positioning.
Strengthen consumer-centric thinking across the organization by translating behavioral, attitudinal, and contextual insights into clear demand spaces and opportunity areas.
Lead the tracking and interpretation of brand health KPIs for the Foods portfolio (e.g., awareness, consideration, brand equity drivers, salience, imagery, and distinctiveness) to inform brand and category strategies.
Drive agile, digital-enabled validation of consumer propositions through methodologies such as rapid concept testing, social listening, and digital experimentation to support innovation and communication development.
Partner with commercial and category teams to provide strategic insight inputs for annual operating planning (AOP), joint business planning (JBP), and customer growth initiatives.
Qualifications
What you will need to have:
Bachelor degree in relevant field
Ability to think strategically, bring consumer and commercial understanding together
Sharp analytical mindset and capability to handle, curate and manage large data sets towards generating
Insights and Foresights / ability to triangulate Machine Learning with Human Insights towards Trend Spotting
Experience of working with Kantar Consumer Panel, Nielsen RMS and other syndicated agency partners (including qualitative research agency)
High Commercial Savviness – ability to work with senior team & influence them in strategic and commercial decisions.
At least 8-10 years of proven functional experience
With consultancy experience is preferred
