Manager - CMI
Function
CMI- Consumer Marketing Insights
Stakeholders
Internal : Marketing, R&D, Sales functions
External : Research agencies and related vendors
Location
Britannia Head Office, Bengaluru, Karnataka, India
Job Purpose
This position partners with and influences internal customers including Marketing, Product Development, and Sales, to guide and inspire decisions through the use of consumer insights.
In addition, this position with work closely on strategy around new horizons and larger opportunities for the organisation.
Key Job Responsibilities
Consumer Insight
- Partner cross-functionally to advise and inspire strategies and decisions that will strengthen the brand and grow the business
- Own and maintain relationships with key external vendors to develop research objectives
- Manage the development of annual forward-looking insight plans with key business partners
- Communicate key findings and insights and present actionable recommendations to internal partners and Leadership to influence decision-making
- Identify consumer macro trends and foresight based on a combination of secondary research sources and experts
- Oversee the development and management of multiple consumer research project
Market Research: Quantitative and Qualitative Analysis
- Ensure robustness of market research initiatives to accurately predict market and consumer behaviour/ trends within the stipulated budget in order to increase the brand market share, brand health and overall sales for each category.
- Manage the design of quantitative and qualitative analysis and reporting
- Provide intelligence and insights on the FMCG Industry and the Competitive Marketplace as it relates to growth, market share, social sentiment, and marketing and promotional activity
Marketing, Category and Brand Insights
- Maintain understanding of target segments and provide context and opportunity via research to support the understanding of behavioural-related customer segmentations
- Guide and inspire marketing decisions through customer understanding and insights
- Identify and thoroughly understand key customer-related dynamics of product categories and brand
Strategy
- Help in developing frameworks for evaluation of new opportunities
- Source data from primary as well as secondary sources to inform business thinking in areas outside of current core competencies
- Analyse and synthesise data, market understanding and business considerations into strategic inputs for top management
Education Qualification
MBA – Marketing (preferably from Tier I/II Institute)
Desired competencies
Strong background of market research;
Strong analytical skills and the ability to apply them to develop insights
Knowledge of quantitative marketing research methodologies and data implementation
Ability to clearly communicate ideas and make recommendations
Experience (yrs)
4-6 years ; 3 years’ experience in FMCG is preferable
