Shopper Insights Manager

Role Overview:

The role of the Consumer Planning department is to proactively provide a holistic, end-to-end view of the growth opportunities in our market and to guide the development of interventions to harness these opportunities from a culture, consumer and shopper point of view. This team is expected to uncover deep penetrating insights about occasions, purchasing and consumption behaviours and use these insights to inspire marketing strategies and plans which ensure we drive purchase through all channels.

Key Responsibilities:

• Commercial planning: develop strategy and plan execution: work in close partnership with the commercial teams to ensure Business Plans are based on the understanding of shopper needs & motivations, revenue growth management and category growth drivers.

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• Trade and category strategy
• Execution standards: price, share, distribution
• Plan & develop growth drivers
• Category management and outlet segmentation

• Marketing qualification - degree / diploma.
• Suitable post graduate qualification is desirable.

• Minimum 5 years' experience in deep Insights / Consumer Insights
• Experienced in directing and managing complex planning & research projects, including a demonstrated understanding of what can and can't be achieved via different techniques and approaches.
• Ability not just to interpret research data, but to be able to discover and apply consumer understanding & insights to drive brand growth
• Proactively defines and communicates opportunities for growth for the market, categories and brands and articulates what it will take to realize these opportunities.
• Seeks out deep consumer/shopper/category insight and implications that will drive penetration growth.
• Ensures findings from measurement and evaluation are applied to increase efficiency of our A&P spend.