MAIN PURPOSE OF THE JOB
This is a new role for the business as we look to accelerate our insight and understanding around our key brands (Naked and Mug Shot) and to help shape the future direction of our branded portfolio. This role needs to champion the consumer and bring insights in to the key brands, Innovation and commercial teams. The role will support the brand teams in identifying and unlocking growth opportunities along with a future focus on the overall portfolio. Equally there is a key role to play in analysing and reporting on brand performance to understand key drivers and identify challenges or opportunities. The role will also be the lead on all consumer research to ensure a clear brief, correct methodology and consistent management of research findings.
KEY RESPONSIBILITIES
- Champions the consumer and brings insight to life creating best practise within the business
- Lead and manage external agencies for the execution of research projects and tracking and evaluation of brand campaigns. Optimising costs of research for the category and for Symingtons
- Responsible for reviewing, recommending and organising appropriate research to meet business objectives with a clear focus on brand. Guardian of consumer truth
- Leads the creation of Consumer Insight briefs using existing research such as Kantar, Nielsen, Brand Equity, Market trends to help the business better understand the target consumer
- Proactively devise actionable strategies from consumer insight that identifies how the business can win with them and share with key stakeholders
- Proactively identify industry research and trends to help anticipate future consumer and market needs that are fed into the business strategy
- Creation and management of an accessible central hub for consumer insight that is collated and organised to enable actionable decision making for the business in line with the company strategy
- Working closely with Innovation, PD and Category to ensure the consumer lens is at the core of the major business projects
- Build and develop the existing portfolio of data and research providers to ensure we get access to the most appropriate insight with the best ROI
- Support with annual portfolio and brand planning to unlock new insights and help validate brand plans
- Strong understanding of category data working alongside the category team to ensure shared knowledge and alignment on brand KPIS which feed into customer sell in presentations
- Analyse and report on monthly brand performance utilising Nielsen data and other sources to help identify risks and opportunities alongside the brand team
- Collaborates with the Innovation Manager on the coordination of Innovation workshops and the coordination of concept testing methods
- Bringing the consumer perspective to marketing decision making with clear analysis and research to provide insights and recommendations
- Category and consumer to drive brand and commercials decisions which deliver business results
THE INDIVIDUAL
The ideal candidate will have a combination of brand and consumer insight experience and be clear on how to unlock growth with strong consumer insights. Management of external research agencies will be important in order to deliver clear briefs in budget and on time. The individual will be able to interrogate market data and research and proactively identify opportunities. They will have a track record of turning consumer insight in to actionable plans. The ideal candidate will have had a mix of brand and consumer insight roles across their career, ideally in food but as a minimum in FMCG.
KEY CHARACTERISTICS
- Self-starter with a pro-active and inquisitive approach
- Demonstrable brand and insight understanding and the ability to turn this in to action
- Project management experience
- Can do attitude with a strong work ethic, able to work in a fast-paced environment
- Able to operate as part of a team both within Marketing and the broader Commercial function
- Ability to build strong stakeholder relationships
- Strong written and verbal communication skills, including negotiation and delivering presentations on an advanced level
- Ability to communicate and operate effectively to all levels within the business
- Good presenting skills both peer to peer and with the board
KEY PERFORMANCE INDICATORS/KEY RESULT AREAS
- Identification of key trends by category that can be used for Brand and Own Label
- Monthly brand performance updates
- Improved consumer understanding on core brands (Naked & Mug Shot).
- Identification of key insights to unlock potential brand growth
We are committed to equality of opportunity for all staff and applications from individuals are encouraged regardless of age, disability, sex, gender reassignment, sexual orientation, pregnancy and maternity, race, religion or belief and marriage and civil partnerships.
