Leads development of shopper understanding with focus on key OU
channels and shopper journey. Generate key shopper insights by channel.
Ensure that key category, and shopper marketing plans are reflective of changing shopper need states and behaviour.
Lead the mining of digital shopper insights and work closely with
the CCL and IMX teams to drive the execution of digital and ecommerce
plans.
Model and promote a shopper-first mentality throughout the
organization through active immersion, communication of consumer and
shopper learning, and sharing of insights.
Devise, manage and deliver insights to IMX to support package
design, design guidance and standards and apply thinking marketing
around E2E consumer journey (Experience Orchestration and Experience
Consistency).
Commercial Insights:
Partner with the Category Leads and the CCL leads with clear
actionable commercial insights based on primary sales, channel, pack,
price linked analytics.
Lead all ad hoc research projects across categories that include price, pack or channel variables - example conjoint studies.
Provide strategic oversight and guidance to business plans, growth
forecasts, brand strategies and new product launch plans for all brands
in Africa Portfolio.
OU Shopper Insights Lead will carry out duties equally through
her/his team (including situational coaching and talent development) and
individually; and interacting regularly with the OU Insights Lead, OU
Insights Team, Global Insights lead, with OU Marketing Lead and broader
OU marketing and C&CL teams.
5+ years of senior leadership experience including Market Research,
Shopper insights, Commercial Analytics preference for additional
Marketing, Innovation, experience.
Profile:
Must be collaborative in nature, comfortable both contributing to
and utilizing global insights, strategies and activations from around
the network
Be a key partner with business and P&L owners to enable better
decision making founded on deep consumer, macro forces and commercial
insights.
Provide customer support to brands and Operating Unit to enable
brand equity building and consumer relationship building, recruitment
and loyalty across TCCC portfolio.
Be a visible and proactive internal and external leader on behalf
of Human Insights and TCCC. Internally: Be a fact-based voice, gaining
seat at the table in key business process and decision making. Foster
the development of talent and capabilities across the insight’s
community and geographies. Externally: Represent TCCC’s point of view in
the research and analytics arena and push the envelope for better
research standards, data quality and accountability across the industry
to benefit companies and consumers.
Work Focus:
Able to conceptualize frameworks and research models for diverse marketing and consumer insights problems.
Required to tackle structured and unstructured problems
coordinating all phases of analysis from formulation to conclusions /
recommendations.
Comfortable with both large amounts of data, and qualitative
insight, iterations with research and technology vendors and able to
design effective and efficient insight programs to address business
questions.
Ability to provide cross functional expert knowledge
Ability to identify, suggest and implement improvements in the area
of assessing and understanding shopper and commercial insights
Ability to orchestrate multiple stakeholders, delivering the
highest priority and enterprise wide insight solutions, in a holistic
fashion.
Ability to analyze complex issues and bring together multiple
concepts across functions to define the strategic opportunities for the
business.