Main Objective:
Reporting to the Chief Executive Officer, the role’s main goal is to steward, gather & analyze performance data from different sources (sales & retail audit, consumer and industry surveys, marketing intelligence sources) to provide the necessary knowledge for Managers and the Leadership Team to review key business drivers and identify risks & opportunities
Principal responsibilities:
Identifies & communicates, on a weekly & monthly basis, volume performance risks & opportunities that impact the rolling estimate, and proposes revisions.
Translates knowledge into actionable insights & recommendations through generating meaningful executive summaries in all reports
Stewards additional studies & analysis from inception to data gathering, to provide further insights & identify opportunities
Designs & leads the monthly business reporting & tracking process
Develops & circulates Monthly Business Report, including analysis by market from different sources (including sales & retail audit)
Provides Regional Managers monthly templates with executive summary of sales & retail audit results & trends, for further analysis by themselves & other managers
Supports the Leadership team with regular & ad-hoc analysis reports to review performance and take fact-based decisions
Provides timely reports and analysis at a Region level, prior to key management routines / meetings.
Assists in providing necessary data for post-evaluation studies
Custodian of Countrywide customer database.
Assess strategic consumer opportunities that are currently untapped and leveraging consumer research in order to identify new volume and profit growth areas (e.g. new beverage sub-categories, new package opportunities)
Steward the development and implementation of insights, research processes and procedures for the business.
Oversee all business research initiatives and lead function’s capabilities (Agencies and People) to ensure they deliver against business needs
Establish and maintain a Brand/Consumer/Customer and Competitor knowledge base to support consumer and business strategies through Market Intelligence
Work with the Leadership Team to facilitate management decision guidance by developing and testing hypotheses based on business knowledge (quantitatively and/or qualitatively)
Ensure company-wide experiences, learnings and trends are reviewed and shared across the organization.
Develops and Manages the Research Budget
Analyze and interpret research results to deliver business case needs
Negotiate contracts with third parties in order to provide the Company with necessary marketing opportunities and services
Lead the development of research capabilities and understanding within the team
Present findings and recommendations clearly and concisely to peer teams and senior management
Review and report on ROI/performance for trade assets.
Offer insights on trade investment opportunities that would drive growth.
Monitor efficacy of tools employed to track key deliverables by field teams offering suggestions for their optimization.
Routine and ad hoc insight projects to provide actionable market and customer insight which improves understanding of the ROI of marketing expenditure
Typical engagements (internal/external):
Chief Executive Officer- Direct manager- Providing regular tracking tools for ROI across functions, general business performance and ad-hoc analyses.
Head of Sales and Marketing- Understanding performance drivers and providing fact-based consultancy to minimise risks and maximise opportunities.
Regional Sales Managers/ Other Managers- Understanding operational issues. Providing regular tracking and ad-hoc analysis reports to help them draw actionable insights that unleash marketplace execution opportunities
Leadership Team- Managing ad hoc requests to aid in functional decision making
Job Requirements
Bachelor’s degree in Marketing; Market Research; Statistics; Business related field is mandatory
7-8 years working experience, at least 5 years as a Research Manager in FMCG or Consumer Research industry
Previous experience working in a collaborative environment in which different viewpoints from a range of stakeholders need to be taken into account to arrive at a productive solution.
Ability to interact effectively across all levels of the organization
Job Dimensions
Analysis:
Reconciling different sources of information to come to an informed decision
Understanding performance gaps through analyzing existing reports or recommending additional ones
Judgment and Decision-Making:
understands & balances the complexity of data gathering from customers/ distributors & the area managers
Knowledge/Skills/Abilities:
Excellent command of Excel, PowerPoint & Compass
Analytic proficiency- A proven track record in analysis and insight
Critical thinking
strong interpersonal and communication skills- written and verbal
Results driven and able to work to tight deadlines and under pressure
The ability to explain analytical work in a logical way, verbally and written, to provide insight and recommendations to a non-analytical audience
Exceptional commercial experience
Ability to manage several projects simultaneously
