Senior Consumer Insights Manager at The Heineken Company

Purpose

The CIM will be the key strategic advisor & custodian of consumer, shopper and market intelligence which informs, inspires & provokes transformational action for growth. This includes the synthesis of key insights from disparate information sources, with the primary purpose of identifying opportunities and risks to deliver business value for Heineken Beverages International, through data driven recommendations & decisions (marketing and other internal stakeholders).

Key Responsbilities

• Lead Consumer Inspiration within the Marketing teams at HQ and broader HBI markets
• Partner to inspire consumer insight generation in business teams to drive informed business decision
• Lead Brand Health measurement and develop/manage Total Market read (Nielsen or other)
• Support brand positioning, assets, product and communication development through providing sound consumer insights
• Provide key learning and recommendation on action to be done from any consumer research conducted
• Look for trends and big picture learnings from various pieces of information understanding the impact / implications for the business and recommendations on how we address or exploit these
• Lead the Polaris implementation across HBI focus markets
• Implement Brand Power trackers across key HBI market

Support Innovation agenda

• Support innovation agenda through sound consumer research and insightful recommendations that shape thinking
• Track new innovations in market performance ensuring that we are proactive and not reactive
• Understand whites spaces and new opportunities based on consumer insights and what the implications and recommendations are for the innovation funnel
• Support the Business in market estimation, forecasting, post-implementation evaluations
• Incorporating new data sets into market tracking into other data sources to ensure we have a big picture view

Partner in HBI Portfolio Strategy and Business Planning

• Portfolio Strategy – input through Polaris and portfolio strategy process (WTP & HTW)
• Annual Planning (MWB, Integrated Commercial Plan,)
• Brand Strategy (Positioning, Pricing, and Markets)

Lead Vendor Relationships and CMI Budget Management

• Develop partnership with Procurement to develop processes for vendor management and spending optimization
• Manage and optimize Opco budget and resources to increase ROI of research spending
• Create and maintain vendor management process that is based on on-going reviews and formal feedback

Ongoing development of depth of CMI expertise within the HBI OpCo: Contribute to development of key stakeholder understanding and leveraging of consumer, shopper and market insights in decision making.

• Develop and coach focus markets stakeholders to ensure that they are constantly growing and developing in consumer and market insights
• Lead personal development and career development
• Upskill colleagues through imparting knowledge and empowering them
• Build strong relationships within team and broader business 

Experience

• 10 years+ Marketing, Insights, and Analytics experience
• Proficient using the latest versions of Microsoft Word, Excel, Powerpoint, bespoke research analytics platforms (e.g. SPSS, Tableau)
• Proven Consumer Insight interpretation and analysis e.g. Retail Audits, Media & Marketing Mix Optimisation, Qualitative and Quantitative research, Portfolio Strategy, Price Elasticity
• Excellent oral (story-telling)and written communication skills and exceptional interpersonal skills. Able to explain and translate complex concepts into meaningful insights and action for the business in oral and written forms.
• Proven skills in unearthing insights to drive strategy, identify growth opportunities, trends, innovation & advertising development
• Insightfulness - Balancing multiple internal and external sources of information with intuition in order to generate integrated insights that enable the development of compelling narratives that drives business value generation
• Commercial Acumen and 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
• Innovativeness - Fearlessly challenges conventional ways of working and thinking in all aspects of the business - in order to inspire continuous improvements that drives business value. The ability to formulate new ideas or to adapt or use existing ideas in a new or unexpected way to solve problems.
• 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
• Builds collaborative relationship and networks – People and relationship building centric. Develops internal/external relationships with an Organization focus, to resolve both short-term issues and advance longer-term projects/work
• 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/ solutions
• Challenging - The ability to challenge the status quo and drive change in a business environment
• Responsible & Accountable - The ability to work in a way that considers its impact on other people, organisational goals and the wider environment