Sr Director, Category Strategy and Innovation; RTD Tea

Position: Sr Director, Category Strategy and Innovation (RTD Tea)
Overview The Ready-to-Drink Iced Tea (RTDT) Category and Innovation Hub Director leads the development and delivery of a Joint Venture Category Vision and plan to deliver incremental growth to the RTDT category, detailing how it will deliver growth ahead of total beverage, over the next 3 to 5 years. It will use insight, data and other analysis including Financial to identify and prioritise the substantive and unique growth drivers and platforms where RTDT has a strong right to win and that will positively influence consumer and shopper behaviour, leading to strong Penetration gains.

In doing so, the person in this role will challenge the existing RTDT category definition, examining the broad needs the category satisfies and identifying incremental growth opportunities, white spaces and gaps that seek to step change category performance and influence consumer and shopper behaviour. This will lead to a clear redefinition of what the RTDT 'category' stands for and uncover new avenues of growth and profit.

The Ready-to-Drink Iced Tea Category and Innovation Hub Director will also spearhead the development and delivery of long-term (3 to 5 years out) breakthrough innovation Platforms within the RTDT Category, navigating a spectrum of markets at different stages of Category development from Seed to Mature. This role demands a visionary leader who can identify and leverage market trends, consumer insights, and technological advancements to drive significant category growth at scale for our priority brands, Pure Leaf and Lipton.

Responsibilities

Key Responsibilities:

The Ready-to-Drink Iced Tea Category and Innovation Hub Director has two primary responsibilities outlined below:
Category Vision and Strategy:
Strategic Vision and Category Development Leadership and Delivery:
Development and delivery of clear category vision outputs consisting of a range of mutually exclusive quantifiable drivers and actionable strategies that will recruit new shoppers and get them to buy more RTDT on more occasions, thereby securing sustainable value and volume growth for Pepsi Lipton and our GTM and Retail Partners. Imperative to the success in this role will be to clearly define the level of change, How to Win, and investment required to activate the Category Vision and Strategy.

This will depend on the category maturity of RTDT at market or regional level and the appetite for fundamental change within the category by the Joint Venture and our GTM and Retail Partners. This clarity will enable us to prioritise our Where-To-Play choices and allocate Resources to the biggest opportunities, where we have a strong right and will to win.

Market Landscape Analysis, Competitor Understanding and Consumer, Shopper and Channel Insights:
Leverage Insight and data from a myriad of sources in Partnership with the Insights and Analytics team to generate prioritised growth drivers to include new or under-indexed consumer segments, consumer need states, consumer occasions, shopper missions, channels, customer, and geographies. Collaboration with Franchise and Go-to-Market Teams:
Partner with the CCO, insights, marketing, BD leads and GTM Partners in the development of the category vision, strategies and execution plans, fully reflecting the needs and nuances of priority markets. Work closely with go-to-market leads to develop tailored execution strategies for specific retailers, ensuring that local insights and preferences are integrated into the planning process. Foster strong relationships with franchise partners, retailers, and other stakeholders to drive successful category initiatives.

Performance Measurement and Optimization:
Establish key performance indicators (KPIs) to measure the success of category initiatives, principally defined by growth ahead of total Non-Alcoholic Beverage, utilizing data analytics to inform decision-making and optimize category growth strategies and plans. Monitor market performance and consumer, shopper and retailer feedback, adjusting strategies as necessary to ensure continued accelerated growth and relevance within total beverage. 2-3 year Innovation Funnel Delivery:
Strategic Innovation…