Consumer Insights Manager - Stellenbosch at The Heineken Company

Key Responsibilities

Driving a data and insight driven culture (supported through multiple sources and through robust data analytics):

• Synthesis of base analytics information, market reports, tracking studies, consumer trends, shopper trends etc. to drive consumer insights, foresights and opportunity definition
• Data Quality & Access - Maintain and manage data sources and relationships with internal stakeholders and agency partners (if necessary) ensuring data integrity is at the heart of the function; develop a system that allows Marketing to draw on those data sources, fostering understanding and actionability.
• Champions the voice of the consumer by being close to and inspired by the market, consumers and shoppers; by identifying opportunities and risks within the broader business environment;  through well substantiated information which can be integrated into decision making and action plans
• Provide regular category and brand commercial insights & foresights, and proactively share findings and recommendations to support competitive advantage in the market (proactive vs reactive).

Translates research findings into meaningful insights, recommendations, and business implications to aid decision making and influence strategic direction (geography, category, brand)

• Provide direction and value-add to market research projects and processes
• Demonstrates best practice on all areas of research planning and implementation
• Support the enrichment of research outcomes through integration of insights from other sources (including ad hoc research studies, internal data, qualitative and quantitative studies, and syndicated research/ reports) to shape full stories of consumer driven insights.
• Manages agency relationships to ensure delivery of high quality research results
• Manages expectations about project execution; educates clients on how the research can and can’t be used; ensures the investment in research is aligned to the decision risk involved
• Support innovation agenda through sound consumer research and insightful recommendations that push and shape thinking, across all aspects including intrinsics
• Support innovation process with market estimation, forecasting, post-implementation evaluations ensuring that we are proactive in course correction
• Identification of (white-space) opportunities based on consumer insights and clearly articulates the implications and recommendations for the innovation funnel

Management of, and value extraction from, the brand health measurement program

• Ensure the Brand Health measurement is fit for purpose, aligns with Global best practice, models and frameworks, and is an active & valued input into brand and category thinking and strategy
• Ensure monitoring of the brand plan against key brand health metrics e.g brand power, and advise on course correction in terms of risk areas as well as opportunity spaces

Contributor in OpCo Business Processes - Portfolio Strategy, SP, AP, ICP rhythm

• Portfolio Strategy – managed locally or in partnership with Global Commerce (BWP)
• Annual Planning (Commercial Plan, Brand Plan, SAP…)
• Brand Strategy (Positioning, Pricing, and Markets)
• Channel Strategy – managed locally or in partnership with Global Commerce (BWC)

Participate on Vendor and CMI Budget Management

• Sustain partnership with Purchasing to develop processes for, and adherence to, vendor management and spend
• Ensure maximized ROI of research spend
• Maintain vendor management performance assessments that is based on on-going reviews and formal feedback

People

• Lead personal development and career development
• Upskill colleagues through imparting knowledge and empowering them
• Build strong relationships within team and broader business
• Cross Functional collaboration & key internal stakeholder relations are essential to ensure alignment with the broader business 

Job Requirements

• Appropriate tertiary marketing qualification; preferably business science related (degree / diploma) or equivalent experience
• Post-graduate qualification preferable
• 8 years+ market research and insights experience (pref in FMCG, alcoholic beverage industry)
• Experience working with and successfully managing agencies / strategic and global partner relationships.
• Demonstrated success in a demanding, complex business environment
• Proficient using the latest versions of Microsoft Word, Excel, PowerPoint, Pivotables, Tableau.
• Excellent data analysis skills with the ability to distill higher level insights from a macro point of view as well as getting to the detail
• Commercially astute with proven ability to convert the outcomes of analytic models into tangible business value
• People leadership experience preferable (for future)