Associate Director Consumer Insights

Main Responsibility Areas / Key Tasks:

Leading insights agenda for brand Lay's & Kurkure and support Insights director on Portfolio workstreams

- Drive a consumer-centric culture, building a strong sense of empathy for key consumer targets across the brand marketing team

- Drive development of future growth opportunities for the brand and category

- Play a pivotal role in development of effective, consumer-centric advertising, programming and innovation ideas

- Consumer Intimacy: Drive a culture of consumer centricity among brand teams and advocate for consumer-centric tools and business processes

- Manage with Quality: Drive execution of BU insight solutions, ensuring quality inputs and outputs to deliver high-impact content that addresses the identified opportunity

- Strategic Brand Insights/Purposeful Positioning: Fuel distinctive, purposeful brand building, authentic content and create sustainable

growth plans

- Creative Excellence: Craft a sharp and insightful brief to inform the creation of a compelling campaign idea, optimizing the effectiveness of creative ideas leveraging consumer insight

- End-to-End Insights: Generate and embed agile, real-world insights to drive confidence through the innovation development and launch process, plus sustainable scale and incrementality

- Commercial Mindset: Understand all levers of brand growth and translate insights and analytics into strategies and plans to drive brand and portfolio growth at retail

- Identify Next Growth Lever: Proactively assess the situation; frame the problem/opportunity and develop an insights-based solution that accelerates Growth and/or Market Share and delivers a strong ROI

- Cross-Functional Collaboration: Engage decision makers at all stages of the planning cycle; drive external, data-based decision-making; ensure insight-to-action changes in behaviors to improve probabilities of business success

Key Capabilities / Competencies:

• Years of experience 12-15 yr
• Functional Knowledge Consumer Tracks, Understanding of Retail Audit Measurement, Consumer Panel; Innovation testing; Mix testing, Ability to leverage both Quant and Qual
• Analytical Skills Ability to interpret basic Models and guide Analytics team on linkage to Commercial actions
• Relevant FMCG Experience. Client side experience, preferred
• Strategic thinking Data to Insights from multiple resources