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 businessOwn and maintain relationships with key external vendors to develop research objectivesManage the development of annual forward-looking insight plans with key business partnersCommunicate key findings and insights and present actionable recommendations to internal partners and Leadership to influence decision-makingIdentify consumer macro trends and foresight based on a combination of secondary research sources and expertsOversee 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 reportingProvide 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 segmentationsGuide and inspire marketing decisions through customer understanding and insightsIdentify and thoroughly understand key customer-related dynamics of product categories and brand

Strategy

Help in developing frameworks for evaluation of new opportunitiesSource data from primary as well as secondary sources to inform business thinking in areas outside of current core competenciesAnalyse 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