Marico - Manager - Consumer Insights (6-8 yrs)
Position : Manager - Consumer Insights
Dept/Division : Marketing
Grade : Manager
Experience : 6 - 8 Years
Location : Mumbai
Purpose of the Role :
- To manage consumer and marketplace information needs for company to provide insight-driven recommendations for business decisions
Qualification & Experience :
- Exposure in at-least 1 traditional Market Research tool & technique. (e.g. RMS, CR, Panel, Tracking & Advertising Testing)
- An in-depth understanding of various quantitative research tools, techniques & processes
- Should have sound knowledge of standard research processes & practices
- Sound knowledge of statistics
- Basic qualitative research aptitude
- Sound analytical skills
- New age tools & techniques (Exposure in atleast 2)
- Online Surveys
- Digital communication evaluation & effectiveness testing
- Eye Tracking
- Using Social Media Analytics to generate insights
Key Responsibility Areas :
Lead :
- Customized insights on all the live/in-market brands e.g. product & concept development, communication development, mix validation & optimisation, pricing, post launch assessments. Own process from brief to insight delivery include brief refinement & issue, potential tools, evaluating agency's - appreciation of brief-, signing off the agency selection (design, cost, timelines), own input & output quality including stakeholder presentation.
- Tracking & syndicated tools for the categories assigned (equity track, purchase panel, retail off takes & any omnibus subscriptions).
- Scan, shortlist, adapt & build new age tools which can help in building new capabilities in insighting.
Manage :
- Insights for all research - both qualitative & quantitative and ensure dissemination of insights in most efficient and impactful manner for assigned categories
- To be a custodian of knowledge of past work and current trends on the category
- Coordinating with research agencies & the Analytics Manager to enable the category teams to analyze performance of the brand activation plans.
Support :
- Day to day business performance reporting
- Insights/Analytics needs for the Annual Operating Plan (AOP)
- Analytics projects - retail analytics, assortment analytics
- Brand & Category Strategy - basis consumer & market segmentation and consistent with Portfolio / Pricing strategy
- Stakeholder management especially on the overall in sighting strategy
- Agency management to ensure best quality output for business questions at the best value
Skills and Competencies :
- Bias for Action
- Plan for Long term
- Be Boundary-less
- Think & Act Consumer
- Seek Opportunity
- Pursues Excellence
Functional Skills :
- Conceptually sound, nuanced understanding & sharp articulation
- Communication skills
- Clear understanding of input-output & usability for business
- Quantitative & Qualitative diagnosis of market, consumer/customer & competitor situations to enable business decisions
- Willingness to travel at short notice Planning Skills
- Ensures alignment of all stakeholders
- Strong Systems and Process orientation
- Translates new ideas into workable plans, with a process driven mind-set
- Adaptability to quick changing business scenarios
- Networking & Influencing skills
- Interpersonal skills - ability to relate with people
- High on Initiative & Advocacy
- Leadership Skills
- Strong - Voice of Consumer- stance
- Highly self-motivated & a self-Starter
Key Functional Interfaces :
- Company's Marketing Team (Mainly in India and across other countries, R&D, Sensory & Shopper Insights In India
- Sales, Finance, Agencies
- Extensive Interaction (on research products) with India Insights Managers
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