Insights, Competitor Intelligence and Pricing Manager Brazil

Information:

Posted: 27 Jun 2012
Apply deadline: 25 Sep 2012
Location: Brazil
Company: BP

Job description:

Role synopsisInsights
• Increasing our Advantage with consumers and Advocacy with customers are foundations of the Brazil WILG strategy 2012-2017. Achieving these depends on increasing our insight capabilities. As stated in Marketing the Castrol Way, “Insight is the cornerstone of all world class marketing and brand led thinking. It should be at the heart of everything we do and help define our culture.” This role is to embed insight processes and methodologies across all marketing activities and engage the broader marketing team in adopting a more rigourous and consistent approach to insight.

Competitor Intelligence
• In an increasingly competitive marketplace, it is imperative that we further develop our competitor intelligence capabilities and ability to apply that knowledge across all marketing activities in a more consistent, objective and effective manner. This role is to help the business better anticipate competitor strategies and activities and become proficient at building “what if” scenarios for the Brazilian business. Working across the marketing team, this individual should help drive the consistent and effective use of competitor understanding to sharpen our insights and activities implementation with consumers and customers considering all 4 marketing “Ps” (product, pricing, place and promotion). He/she should help engage the broader organization in competitor intelligence gathering and sharing.

Pricing
• Pricing has been identified as a critical enabler of Brazil’s 2013-2017 WILG strategy.
This role is responsible for deploying the Integrated Pricing program in Brazil, garnering the support and engagement of the local marketing, sales and finance teams, global consultants and regional pricing and GMU resources. It will drive the change in our pricing game from a cost-based to a value-based pricing model, helping improve the organizational pricing capabilities and enabling consistent implementation of our pricing strategy by the entire organisation.

Finally, this role should adopt and adapt pricing, insight and competitor intelligence best practice programmes from around the world and become the local centre of knowledge for these practices, actively sharing and contributing back to these regional and global knowledge communities.

Reports directly to the Brazil Marketing Manager.Key accountabilitiesIntegrated Pricing
i) Strategic Pricing
• Help finalise scope and objectives of Strategic Pricing Roadmap for Brazil, in conjunction with the regional Pricing Project Manager, and considering inputs from the local market space, sales and finance managers.
• Deliver strategic and tactical pricing activities, as defined in the plan.
• Take the lead on implementing all price research activity determined for Brazil, including but not limited to on-going GfK research and any Price Elasticity and Global Consumer Pricing research.
ii) Tactical Pricing
• Coordinate and support on-going pricing projects.
iii) Analysis & Control
• Pricing Metrics / Pricing Dashboard – Help design KPI’s in alignment with regional and global directives, and work with other functional areas such as Sales and Finance to ensure buy-in and adherence to the metrics and dashboard.
• Provide input to the global BIGS development lead to enhance the functionality of the BIGS Pricing Dashboard (including Rebate, Discount and Trade Loan performance)
• Help ensure the Pricing DOA, and Price change processes are fully embedded across the organization

Insights
• Build strong relationships and engage in an-going manner with all brand and trade marketing managers to determine specific insight needs and to develop and maintain an insight development roadmap that best reflect the business requirements and is aligned with Regional Market Knowledge Manager.
• Coordinate and support application of model to meet defined needs, engaging the marketing team and broader organization as relevant.
• Identify training needs and help implement the tools, becoming the local centre of knowledge about insights.
• Fully exploit existing on-going research eg. Brand Health, Customer Heartbeat, GfK pricing, Sindicom shares and GIPA studies, for insight development, engaging with and sharing learnings across marketing and other areas (including sales and finance) where relevant.
• Develop ad hoc research to meet specific insights needs where required and in alignment with the regional market knowledge team.
• Coordinate inputs to on-going and ad hoc local, regional and global market studies such that they always best reflect reality and Brazilian business requirements.
• Manage local external market knowledge partners (eg. GfK, GIPA, Sindicom, etc.)
• Seek best practices internally and externally

Competitor Intelligence
• Collect and synthesize competitor information from across the organization, including Sales, Supply Chain, GLT, Finance, Legal, etc.
• Use available techniques and tools (eg. SWOT analysis, 5-forces models) to analyse competitor and Castrol activities and strategies, pragmatically involving people from across marketing and other functions to optimize the quality of the analysis.
• Disseminate the analysis outcomes and implications across the marketing team and broader organization where relevant (including into the LBM process via PMR).
• For key competitors, together with regional Strategy and Transformation team, develop shadow P&Ls as a means to evaluate and anticipate competitor actions and reactions to Castrol initiatives
• Support the marketing team in developing objective and effective “what if” scenarios for relevant business initiatives.Essential Education• University level education – Bachelor’s degree; MBA or equivalent business school degree is desirable but not required.
• Business or Marketing qualification preferableEssential experience and job requirements• 7+ years experience in Marketing. Previous customer management and/or FMCG marketing experience advantageous.
• Experience in pricing, ideally both strategic and tactical across the value chain, including pricing action implementation
• Experience in market research, ideally with both consumer and customer-focused research, as well as qualitative and quantitative research methodologies, with insight outcomes clearly linked to business actions
• Experience in competitor intelligence, ideally with practical experience involving cross-functional teams developing competitor response or pre-empt solutionsOther essential skills and knowledge• Business Insight - Understands internal/ external customer needs and strives to exceed their expectations (Mastery)
• Partnership and Team-working - Builds networks to enhance effectiveness and share knowledge (Mastery)
• Innovation - Looks for ways to do things better, faster, more efficiently (Mastery)
• Sales and Marketing Planning - Value Proposition Development (Skillful)
• Sales and marketing Planning - Strategy development (Skillful)
• Lubes Specific - Business awareness (Skillful)
• Languages - Fluent Portuguese and English; Spanish an advantageDesirable criteria & qualificationsPricing
1.Experience in pricing, ideally both strategic & tactical across value chain
2.Deep operating experience in sales/customer mgmt &/or marketing
3.Understanding or ability to understand pricing development process, which includes analysis of current position, competitor position and world class benchmarking
4.Strong quantitative and analytical skills
5.Experience and understanding of Brazilian pricing issues and demonstrated experience with price implementation projects

Insight development and market research
1.Experience in research, ideally both quantitative and qualitative techniques
2.Good understanding of research principles, including high level of comfort with statistics, and experience with research briefing, technique selection and questionnaire development and analysis
3.Practical experience with consumer and customer insight generation tools and techniques
4.Able to distill and articulate business problems into clear questions
5.Knows how to turn research outputs into analysis and insights that lead to business solutions
6.Focused on finding simplest, most efficient (resource / reward combination) research solutions to specific problems, maximizing use of available data

Competitor intelligence
1.Understands the competition’s strategy and structure.
2.Anticipates competitor’s moves and designs responses accordingly.
3.Explains options for the future, exploiting competitor weaknesses, whilst mitigating risks of competitor strengths.

Change Management. Traditionally, both pricing and insight development have been very subjective and emotional areas. As a driving force behind changing this culture, the individual should be:
1.Able to gauge and understand the motivations of others, inside or outside the company and/or across different cultures/functions.
2.A driving force in the networks in which he/she participates, as well as able to develop and use a wide-based, multidisciplinary network, both inside and outside BP, to enhance business results.
3.Willing to yield own short-term interests for the long-term good of the organization as a whole.

Leadership and Communication.
1.Communicates a compelling "vision" which generates enthusiasm and commitment. Ensures that every individual knows their part and why it is important.
2.Strong influencing skills, ability to persuade & communicate effectively with all levels and functions within the business.
3.Uses reason to persuade and is resilient in the face of difficult conversations.
4.Effective presenter able to deal with any audience and adapt presentation on the moveRelocation availableNoTravel requiredYes - up to 10%Is this a part time position?NoAbout BPOur business is the exploration, production, refining, trading and distribution of energy. This is what we do, and we do it on a truly global scale. With a workforce of 80,000 employees, BP operates with business activities and customers in more than 80 countries across six continents. Every day, we serve millions of customers around the world. We are continually looking for talented, committed and ambitious people to help us shape the face of energy for the future.

BP Lubricants aspires to be the best branded marketer in the global lubricants industry. We focus on creating superior value for our customers and consumers, through differentiated lubricants and related products, backed by excellent services and people, in an efficient and safe operation. We offer a wide range of lubricant products and services for the consumer, commercial, marine and industrial markets. Our brand portfolio includes Castrol, Veedol, Aral and BP, each backed by our commitment to high performance and leading-edge technology.

In the US, BP Lubricants has a well established reputation for innovation in our product offerings and go-to-market approach. Our premium, high performance engine oils are category leaders and we work closely with our channel partners to maintain and grow our business in a mutually beneficial manner.

Contact information:

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