What is the purpose of the project?

The purpose of this project is to embed strong, human-centric Consumer Insights foundations into the Foods BNL organization, ensuring that ICP (Brand Growth Strategy) and AOP input are structurally consumer-led. Main focus will be accelerating pivot learnings on our new legs/portfolio strategy.

The assignment focuses on translating foundational consumer and snacking behaviour studies into clear strategic guidance that fuels brand & execution strategy, communication, and innovation choices for key Foods brands in BNL (Lay’s, Doritos, Cheetos, Duyvis, Quaker Cruesli). This is a temporary project assignment aimed at accelerating consumer centricity and decision quality in a critical phase of strategic planning and does not replace an existing role, but delivers defined insight outputs and capability uplift.

What does the contractor deliver?

Foundational Consumer Insights & Strategy Enablement

Consolidate and synthesize existing foundational studies (e.g. BBE, Shape of Demand, Behavioural Growth Targets, demand studies) into a clear, actionable consumer framework for Foods BNL
Define and sharpen “Consumer Problems to Solve” and “Human Jobs to be Done” per priority brand, aligned with PepsiCo ICP principles
Translate consumer understanding into concrete strategic implications for brand growth, channels, portfolio choices and communication territories

ICP & AOP Consumer-Centric Input

Deliver consumer insight input packs to support ICP / Brand Growth Strategy development for Foods BNL
Provide clear consumer-based guidance for AOP decisions across communication, innovation and activation
Ensure consumer insights are embedded early and structurally in planning cycles (not as post-rationalization)

Capability & Ways of Working

Elevate consumer centricity within the Foods Marketing team through:
- Strong business storytelling
- Hands-on collaboration and coaching
- Practical examples of insight-to-action

When is the assignment considered completed?

The assignment is considered completed when:

Foundational consumer insights are translated into clear ICP and AOP inputs
Priority brands are equipped with consumer-led strategic guidance
A sustainable consumer insights framework and learning agenda are in place

Expected completion: Starting with 12 weeks assignment, which can be extended with 12 weeks

What makes this assignment impossible for someone in regular employment?

No internal candidates were identified with the required depth of Consumer Insights expertise, particularly in translating foundational studies into strategic, business-ready outputs. (assignment has been opened internally and no match found)
The assignment requires specialist CI skills, speed, and independent delivery that cannot be absorbed on top of existing roles.
The temporary, project-based nature of the work (focused on strategy enablement and capability uplift rather than role ownership) makes it unsuitable for a permanent internal appointment.

Uiteraard staat deze vacature open voor iedereen die zich hierin herkent.