Key Responsibilities, scope for decision making, KPI's
- Lead brand equity tracking for total portfolio - including set up and embedding of the new regional LOG method in GB&I.
- Support MWBB consumer ad hoc research on occasion (for development and to balance workload - with support of SIMs).
- Customer, competitor and category champion on behalf of the total portfolio for marketing.
- Lead diagnostic understanding of brand performance to support key issues / opportunities for the brand teams.
- Support with performance tracking - drunker and monthly brand tracking input.
- Be a champion for fresh thinking by staying close to the consumer and on the pulse of trends and innovation in the category and beyond
- A champion for marketing effectiveness and support effective evaluation of key marketing initiatives to ensure learnings are applied to future activation.
- Proactively identify, curate and communicate relevant insights to support brand strategy.
- Nurture effective agency relationships to deliver world-class insight in a cost-effective manner.
- Build strong cross functional relationships to build your business acumen and ensure diagnosis and recommendations take account of the bigger picture.
Key Stakeholders
- Line manager: Head of Insight
- GB&I Marketing team
- Marketing Director and Marketing Leadership team
- Trade Marketing
- Shopper Marketing
Qualifications and professional experience
- 2-5yrs experience in a consumer and / or market insight environment.
- Experience with syndicated data sources and synthesising vast quantities of data into compelling stories.
- Broad range of hands-on research project management and data analysis experience, ideally, but not necessarily, covering syndicated data as well as ad hoc research.
- FMCG knowledge and experience is an advantage
- University degree level education or equivalent.
- Proven experience of leveraging insight to identify opportunities and drive action.
Key competencies and skills
- A results-driven individual, who is confident to proactively challenge the status quo.
- A strong grasp of insights to action, a passion for brands and an understanding of how they grow.
- An analytical mind that can take a hypothesis driven approach to diagnosing performance data to identify issues and opportunities for brands.
- A strong understanding of the commercial business, understanding the relationship and requirements of marketing as well as sales and key retail partners.
- An enthusiasm and drive to create tomorrow's business, considering the long-term trends that can help unlock growth for our business
- A positive growth mindset, with the confidence and gravitas to play the role of the "objective voice of the consumer", asking the tough questions and ensuring decisions make good business sense.
- Consultative team player, able to engage with and influence a range of stakeholders.
