Insights Specialist at The Heineken Company

Purpose of the Job

The CMI Specialist provides actionable consumer, shopper and market insights and analytics to the marketing department and other internal stakeholders that informs and inspires decision making to drive sustainable business growth.

Key responsibilites 

• Driving a data and insight driven culture:
• Champions a data driven culture by identifying opportunities and risks within the broader business environment through well substantiated information which can be integrated into decision making and action plans
• Drive our competitive advantage by being close to and inspired by the market, consumers and shoppers

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

• Provide direction and value-add to brand research projects and processes
• 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
• Demonstrates best practice on all areas of research planning and implementation
• Ensures the investment in research is aligned to the decision risk involved
• Manages the day-to-day quality control component of work done and ensures best practice embedding in the group
• Manages agency relationships to ensure delivery of high quality research results

Lead brand health measurement program and category consumption dynamics

• Ensure the Brand Health measurement is fit for purpose and aligns with business and portfolio strategy, so enables measurement of progress on brand and category 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 areas
• Alignment with global models and frameworks

Scan and synthesise global and local consumer and market trends (within and beyond alcohol)

• Tapping into global trend and foresight resources for local value and forecasting of where the market may be moving
• Input into relevant forums (innovation, portfolio) and planning (AP, SP)
• Identify and action any deep dives relating to key local platforms

Support the business in market share measurement and estimation

• Be the custodian of market share measurement information
• Manage and maintain market read and integrity of data as well as ensuring monthly reporting delivered on time in full: BPR, QPR to the region and local monitoring
• Advancing our thinking in understanding the underlying drivers and causation of market share development which includes in-trade measures, brand equity and competitor or market related impacts

Support to the ICP Process and delivery of performance & KPI dashboards

• Support category/brand planning and building process by working closely with the brand team to understand marketing mix dynamics (eg. pack, region, channel and key account) within brands, to ensure the correct business decisions are being made to drive the brand forward
• Compile regular business reporting deliverables in line with local and global requirements for performance and KPI measurement

Managing effectiveness and efficiency of marketing and trade marketing activity (consumer and shopper)

• Develop MMM in collaboration with Global and supporting teams to assess marketing effectiveness and cost optimization
• Develop cost efficient ways to assess brand TTL campaigns including trade elements
• Translate analytic findings into meaningful insights, recommendations, and business implications to aid decision making

Job Requirements

Education:

• Appropriate tertiary marketing qualification preferably business science related (degree / diploma) or equivalent experience
• Post-graduate qualification preferable

Experience:

• 8 years+ insights experience
• 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
• Experience working with and successfully managing agencies / strategic and global partner relationships.
• Demonstrated ability to deal with complexity
• People leadership experience preferable (for future)
• Demonstrated success in a demanding, complex business environment