Senior Manager- Consumer Marketing Insights

Role & responsibilities

Market Research / Conceptualization / Execution

• Prepare and Create the Market Research brief in discussion with the brand team and share the same with the Marketing Research agency; Monitor the fieldwork undertaken by the market research agency on a periodic basis.
• Has strong understanding of Market Research fundamentals & key tools used along Brand Renovation/ Brand innovation U&A/ Concept testing/ Concept Product Testing (CPT)/ Product Testing / Communication testing/ Brand health trackers/ Qualitative & Quantitative research tools for all the above
• Has strong understanding on how to use Nielsen/ HHP tools including their softwares for brands
• Experience in procuring & using E-com data for Market & category insights & intelligence in the E-com space
• Discovering insights by analyzing multiple data sources/platforms, with tools such as Big Data, Machine Learning and Artificial Intelligence.
• Hands on experience of using new age research tools which are Agile, Efficient creating strong value adds across brand renovations/ innovation journeys
• Hands on experience of mining social listening insights for business growth

Advanced Analytics using new age research tools for advancing business goals

• Develop an Advanced Analytics shared service Capability Roadmap in partnership with other Insights & Analytics COEs leads, sponsors, addressing & incorporating other sub-functions needs for data & analytics.
• Has hands on experience/ led programs in knowledge management integrating data from multiple sources to create insightful dashboards for the organization
• Experience with working on impact of digital campaigns on brands beyond regular brand health trackers etc (having worked with platforms like Meta/ Google w.r.t their insight offerings)

New Product/ Product Extension Planning /Development /Innovation / Launch

• Participate in discussions with brand/product development team to understand new product brief, monitor, review the testing undertaken by the team, and identify areas for improvement in product based on analysis of test results
• Go-to-market and other projects with a focus on scope of the market, segmentation and consumer segmentation portraits.
• Manage a wide variety of qualitative and quantitative methods, incl. surveys, market research, market trend analysis, ethnographic studies, CX metrics, etc.- have experience in using new age proven techniques / tools in the innovation journey (for both TT first launches & digital first launches)
• Identify Market & Micro Trends and Innovation Metrics as well as monitoring & feedback for Competitive Innovations in market, including reviews of key competitor launches.

Brand Communication, Development and Execution:

• Proactively provides market and customer insights to support marketing team with recommendations based on primary and secondary market research studies.
• Design conducting of all primary consumer research/insights for specific business Brands renovation- has up to date knowledge & experience of using New Age tools (AI based & beyond) in the brand renovation journey including communication for TT first & Digital first brands

Preferred candidate profile

1.Qualitative & Quantitative Research

2.Knowledge in Market Research tools -The classical standard tools

3.Hands on experience of New Age Consumer Insight tools- for Brand Renovation/ Innovation journeys

4.Database Knowledge

5. Depth in Software & Quantitative New tools