Consumer Insights Manager

Purpose of the Role:

To manage consumer and marketplace information needs for Marico and to provide insight driven recommendations for business decisions

Qualification & Experience:

• Total of 7 9 yrs of Market Research experience and at least 2 specific work experiences between Nielsen RMS/Nielsen Bases/ Kantar Household Panel/Kantar Tracking and Link Testing/Client side.
• An in-depth understanding of various quantitative research tools, techniques & processes
• Should have sound knowledge of standard research processes & practices
• Sound knowledge of statistics
• Basic qualitative research aptitude
• Sound analytical skills
• New age tools & techniques (Exposure in at-least 2)
• Online Surveys
• Digital communication evaluation & effectiveness testing
• Eye Tracking
• Using Social Media Analytics to generate insights

Key Deliverables of the Role:

• Lead:
• Customized insights on all the live/in-market brands e.g., product & concept development, communication development, mix validation & optimization, pricing, post launch assessments. Own process from brief to insight delivery include brief refinement & issue, potential tools, evaluating agencys “appreciation of brief”, signing off the agency selection (design, cost, timelines), own input & output quality including stakeholder presentation
• Tracking & syndicated tools for the categories assigned (equity track, purchase panel, retail off takes & any omnibus subscriptions).
• Scan, shortlist, adapt & build new age tools which can help in building new capabilities in Insighting.
• Manage:
• Insights for all research –both qualitative & quantitative and ensure dissemination of insights in most efficient and impactful manner for assigned categories
• To be a custodian of knowledge of past work and current trends on the category
• Coordinating with research agencies & the Analytics Manager to enable the category teams to analyze performance of the brand activation plans.
• Support:
• Day to day business performance reporting
• Insights/Analytics needs for the Annual Operating Plan (AOP)
• Analytics projects –retail analytics, assortment analytics
• Brand & Category Strategy –basis consumer & market segmentation and consistent with Portfolio / Pricing strategy
• Stakeholder management especially on the overall in sighting strategy
• Agency management to ensure best quality output for business questions at the best value

Knowledge, Skills & Competencies:

• Bias for Action
• Plan for Long term
• Be Boundaryless
• Think & Act Consumer
• Seek Opportunity
• Pursues Excellence
• Functional Skills
• Conceptually sound, nuanced understanding & sharp articulation
• Communication skills
• Clear understanding of input-output & usability for business
• Quantitative & Qualitative diagnosis of market, consumer/customer & competitor situations to enable business decisions
• Willingness to travel at short notice
• Planning Skills
• Ensures alignment of all stakeholders
• Strong Systems and Process orientation
• Translates new ideas into workable plans, with a process driven mind-set
• Adaptability to quick changing business scenarios Networking & Influencing skills
• Interpersonal skills -ability to relate with people
• High on Initiative & Advocacy Leadership Skills
• Strong “Voice of Consumer” stance
• Highly self-motivated & a self-Starter

Reporting Relationships:

• Marico Marketing Team (Mainly in India and across other countries, R&D, Sensory & Shopper Insights In India
• Sales, Finance, Agencies
• Extensive Interaction (on research products) with India Insights Managers