Position : Manager - Consumer Insights & Analytics
Location : Mumbai
Reporting : Director-Marketing
Position Summary :
- Lead the consumer insights & analytics initiatives for the consumer business pan-India
Key Relationships :
- Director - Marketing
- External Agencies
- Marketing Team (Brand, Digital, Activation, Product Development)
- Regional stakeholders in K-C APAC (Insights & Analytics)
- India Leadership & Channel Heads (GT, MT, e-Commerce)
Skills :
- Defining & running a business & consumer analytics practice.
- Knowledge & experience of tools, techniques for business analytics.
- In-depth understanding & experience of consumer research tools, techniques & processes
- Consulting & collaborating with business teams to determine information needs and define research/analytics programs
- Impactful agency partnerships & process from brief to delivery
- Input & output quality including reports & stakeholder presentations
Deliverables :
- Aid in distilling out the key consumer & shopper insights for the categories & brands.
- Provide sharp and actionable Business Intelligence
- Utilize syndicated and other information sources to provide sharp business intelligence
- Drive awareness with key stakeholders for downstream actions
- Leading & delivering analytics projects
- Spends optimization to improve the effectiveness of spends
- Prioritisation of packs- channel- geographies to drive greater returns on investment.
- Work with external agencies to support the marketing team with insights for the following:
- Superior innovations and renovations
- Concept & proposition development
- Advertising Communication development
- Pricing & Post-launch assessments
- Consumer research & immersions
- Execute and support the consumer knowledge agenda
- Plan and execute ad hoc researches as per agreed plans and budgets
- Synthesize category relevant shopper insights to shape the business agenda
- Analyse project results and provide written and/or oral reports of findings, conclusions and action-oriented recommendations
- Agency's appreciation of brief, signing off the agency selection (design, cost, timelines)
Travel : <25%
Experience :
- Applying insights & analytics to achieve business objectives
- Market Research Experience in FMCG (qualitative and quantitative)
- Utilization of analytical tools & techniques
- Knowledge of standard market research processes & practices in India
- Knowledge of Nielsen, Brand Track & Consumer Panel Audit etc.
Qualification & Skills :
- MBA (Marketing) with an experience of 5-7 years in consumer market research & analytics in the consumer goods industry
- Excellent communication: Verbal & written
- Solid Presentation (power-point) & Analytical (excel) skills
- High drive for results and have the capability to successfully navigate ambiguous situations
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