Market & Brand Insights Manager: Ciders & FABs at The Heineken Company

Purpose of the role:

• The Market & Brand Insight Manager will be a strategic advisor & custodian of market and consumer trends, insights and analytics which informs, inspires & provokes transformational action for growth.
• The Market & Brand Insight Manager thus acts as a partner in providing strategic decision support and thought leadership to enable business growth for the categories and brands in their respective role.  The ideal candidate should have well-developed strategic thinking

Key Responsiblities:

Driving a data and insight driven culture

• Champions a data driven culture:  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 insight advantage: by being close to and inspired by the market and consumers as well as able to act as a hub of information connecting various information sources to form “bigger picture” viewpoints and insights
• Identify opportunities and risks within the brand portfolio, markets, consumers and shoppers; and use above-brand insights to drive strategic thinking forward at a macro level

Translates research findings into meaningful insights, recommendations, and business implications to aid decision making and influence strategic direction

• Provide direction and value-add: by building insights and implications onto brand research projects so as to inspire action through consumer orientation
• High quality results: manages agency relationships to ensure results are aligned to business and brand objectives
• Manages expectations on usage of insights: educates clients on how the research can and can’t be used
• Demonstrates best practice and explores innovative new approaches: to ensure research approach and implementation are best in class in the industry
• Investment alignment to decision risk: Management of stakeholders on best approaches which should be used or should not be used for the quantum of the business decision and resultant impact.  Use of correct methodology for the objective of the study
• Day-to-day quality control: ensures best practice embedding across the project
• Manages agency relationships: to ensure delivery of high quality research results aligned to objectives

Lead brand health assessment and category consumption dynamics

• Fit for purpose Brand Health measurement:  aligned with business and portfolio strategy, so enables measurement of progress on brand and category strategy
• Monitoring of the brand plan KPIs: use key brand health metrics e.g brand power, and advise on course correction in terms of risk areas as well as opportunity areas
• Global alignment on models and frameworks: Ensure the OpCo is kept up-date with new frameworks and embed understanding and usage

Scan and synthesise global and local consumer and market trends for category and brand impact

• Tapping into global and local trends: determining the category and brand impacts identified for action and forecasting of where the market may be moving
• Drive utilisation of trend information: Identify actions and any deep dives relating to key local platforms

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

• Support category/brand planning:  Working closely with the brand team to understand marketing mix dynamics (eg. pack, region, channel and key account) within brands and to ensure business decisions are data driven and drive the brand in the desired strategic direction
• Performance and KPI measurement: compile regular business reporting deliverables in line with local and global requirements for performance and KPI measurement

Managing effectiveness and efficiency of brand campaigns and initiatives

• Meaningful Activity Insights: insights which feed into a learning structure so as to uplift the marketing teams understanding of impact of their activities and develop a learning cycle so there is continuous improvement over time

Education & Experience:

• Bachelor’s degree in Marketing, Economics, Business Analytics, Data Science, or a related field; advanced degree or specialization in market research is a plus.
• 8+ years of experience in the insights, research and data area

Skills:

Competencies

• Commercial Acumen - Balance long and short term business value generation through the regular application of integrated commercial principles across the whole value chain
• Personal effectiveness & excellence – Display an iterative learning mentality.  Actively seeks out opportunities to learn and develop, and promotes learning and development in others
• Resilience - Remains determined despite frequent obstacles. Possess high levels of EQ
• Creative - The ability to use imagination and new ideas to produce solutions
• Entrepreneurial – The ability to think ahead to spot or create opportunities and maximize them
• Responsible & Accountable - The ability to work in a way that considers its impact on other people, organisational goals and the wider environment
• Insightfulness - Balancing multiple internal and external sources of information with intuition in order to generate integrated insights that drives business value
• Commercial Fluency - Balance short and long term business value generation through the regular application of commercial principles across the whole value chain and take ownership around course corrective rigour
• Builds collaborative relationship and networks – People and relationship building centric. Develops internal/external relationships with a focus of seeing and understanding the bigger picture
• Engagement skills - Communicates persuasively and confidently to influence and negotiate positive outcomes. Ability to use storytelling to effectively inspire stakeholders to implement the proposed actions/ solution
• Challenging - The ability to challenge the status quo and drive change in a business environment