Role Purpose:

To be the voice of the shopper across General Trade, Modern Trade, E-commerce / Quick Commerce and emerging channels, and translate shopper behavior, purchase journeys, retailer influence, retail analytics and activation diagnostics into business actions that improve conversion, penetration, premiumization, basket value and market share.

Role Context:

- Extend consumer understanding capabilities into shopper and channel understanding at the point of purchase.

- Integrate consumer motivation, shopper behavior, retailer influence, channel dynamics and retail execution diagnostics to help the business win across channels.

- Understand shopper behavior in General Trade, where access, visibility, retailer recommendation, affordability and pack-price architecture can strongly shape purchase decisions.

- Partner closely with Sales, Trade Marketing and Marketing to convert insights into practical in-market interventions and activation playbooks.

Key Accountabilities:

- Shopper Understanding & Insight Generation: Lead shopper research to decode missions, need states, category entry points, decision trees, purchase triggers, barriers, switching behavior and conversion opportunities.

- Channel Purchase Journey Mapping: Map path-to-purchase across GT, MT, e-commerce, quick commerce and emerging channels, including pre-store, in-store/platform, checkout and post-purchase behavior.

- Winning in General Trade: Identify where the business wins or loses at the GT moment of truth and recommend interventions on visibility, availability, assortment, retailer advocacy, pack-price and shopper communication.

- Activation & Retail Execution Effectiveness: Evaluate POSM, merchandising, secondary displays, promotions, sampling and visibility programs with vendors, Trade Marketing and Sales to improve shopper conversion and ROI.

- Retail & Syndicated Analytics: Use retail offtake, household panel, shopper research, e-commerce analytics and internal business data to diagnose growth opportunities and create scorecards.

- Innovation & Portfolio Support: Support pack, format, pricing, claims, assortment and innovation decisions with shopper-led evidence and channel-specific implications.

- Capability Building: Create shopper playbooks, decision trees, learning agendas, repositories and repeatable frameworks that make shopper thinking accessible across teams.

Qualification & Experience:

- MBA or post-graduate qualification in Marketing, Consumer Behaviour, Business, Statistics, Economics or a related discipline.

- 7-10 years of experience in shopper insights, consumer insights, category management, trade marketing, retail analytics, market research or client-side insights roles.

- Relevant experience with syndicated retail data, household panels, shopper research, retail audits, qualitative and quantitative research, e-commerce analytics or activation effectiveness measurement.

- Experience in FMCG, personal care, foods, retail, consumer goods or adjacent sectors is preferred.

- Strong comfort with market visits, field immersions, agency management and cross-functional stakeholder management.