Role Responsibilities
Best in class consumer understanding
Ensuring successful deployment of the Consumer Choice Framework (CCF) and illuminating opportunities for business growth.
Ensuring the CCF is reflective of an evolving internal and external context and is accompanied by a richer understanding of the motivations and manifestations of changing socialization patterns.
Management of the brand guidance system and dashboard (BGS)
Ensuring continued embedding of BGS 2.0 across marketing, including usage and understanding of the programme/dashboard through formal training and informal coaching.
Seeking out opportunities to drive more value from the programme in the short, medium and long term through AI analytics.
Monthly reporting of consumer behavior (Awareness, Penetration, cultural vibrancy and regular refresh of the brand list and other KPIs based on changes in consumer behavior.
Tracking of the evolution of occasion motivations and portfolio performance through BGS on a monthly basis.
Set up, supervision and reporting of the brand strength scores (Equity, Meaningfulness, Distinctiveness, Salience).
Ensuring data accuracy in BGS portal and running refresher trainings to the marketing function.
Set up of BGS deep-dives (bolt-ons) of ongoing consumer activities for M&E.
Qualifications
A graduate
Background in statistical analysis
3+ years’ experience in research and/or marketing environment
Experience in both quantitative and qualitative research techniques.
Apply via :
diageo.wd3.myworkdayjobs.com
