Senior Strategist Consumer Insight Manager

Job Purpose

• Create strategic and relevant consumer and market intelligence, facilitating consumer inspiration and helping business leaders anticipate future opportunities and needs motivated by changes in consumers and markets.
• Understand consumers and shoppers, as well as market dynamics better than the competition, apply that intelligence to business processes and decisions.
• Diagnose business issues and opportunities through integrated understanding of consumers and market going beyond consumer insights, involving financial insights (margins, discounts, etc) as well as customers perspective. Integrated business intelligence.
• Lead strategic portfolio planning per region/ province by understanding consumers, shoppers, and customers dynamics. Act as regional strategist guiding execution of sales teams

Key Responsibilities

Integrate Business intelligence

• Diagnose business issues and opportunities through integrated understanding of consumers and market
• Analyze and connect the dots between consumers insights, market inputs (eg. stocks, ROS), customers drivers/barriers and SKUs drivers (eg. Margins)

Lead strategic portfolio planning

Understand consumers, shoppers, and customers dynamics per region/province. Act as regional strategist & performance correction partner guiding execution of sales teams

Drive Consumer & Customer Obsession & Understanding

• Develop consistent & holistic performance reporting (and drivers) to fuel data-driven culture by integrating internal & external tracking data sources (Sales In, SIS, Nielsen, Kantar, Social Listening, macro indicators)
• Consumer Obsession Program to drive culture and allow connection
• Further embed Agile Research Platform to enable faster, cheaper, better insights for business

Deliver Insight to enable world-class Commercial Execution

• Identify brand key drivers for Meaningful/Difference/Salience following Brand Stage Model
• Identify killer consumer insights to drive winning creative ideas & further develop creative learning & guidance beyond the basics

Focus on Bigger, Fewer, Better Bets

• Drive and facilitate Innovation Research Roadmap/ Protocol
• Facilitate Innovation/Renovation Tracking with consistent KPIs and drivers
• Support Demand Planning & MT in volume forecast & SOG prioritization

Qualifications and Experience

• University degree in Economics/Business Management/Finance
• Experience of at least 10 years in Commercial roles (with at least 6 years in CMI)
• Deep knowledge of the role of CMI
• Combines a technical domain, with extensive knowledge of the market, consumer trends and channels
• Strategic vision, high analytical skills and results orientation
• High capacity of management and coordination of projects / teams
• Entrepreneurship and excellent communication
• High level of Impact and Influence / Leadership with excellent stakeholder management
• High level of English, direct dialogue with the CMI Global team