Deputy General Manager - Consumer Insights - FMCG

CONFIDENTIAL SEARCH

Deputy General Manager, Consumer Insights

Leading FMCG Organisation

FUNCTION: Category Marketing

LOCATION: Mumbai

REPORTING TO: Director, Consumer Insights

ABOUT THE OPPORTUNITY:

A leading FMCG organisation with a strong portfolio of well-known brands and a wide national reach is looking for a Deputy General Manager, Consumer Insights. The role sits within Category Marketing and partners closely with category, innovation and brand teams to turn syndicated data and consumer research into decisions that grow the business.

ROLE AT A GLANCE:

• Level: N-3 (N corresponds to the CEO's level)
• Type of role: Individual Contributor
• Direct reports: 0 (1 matrix report)
• Geography: India
• Travel: Yes
• Complexity: Multi-product, multi-brand FMCG portfolio across 20+ categories
• Key stakeholders: Category and Innovation teams, market research agencies, Brand Equity team, R&D, Quality, Business Finance and Sales

KEY DELIVERABLES:

Insights on Business Performance:

• Manage reporting and insighting of Nielsen RMS, Numerator World Panel, Brand Health Track and other syndicated tracks.
• Run business specific analyses that give fact-based inputs for decisions, including category metrics and their movement against various actions, for forward planning.
• Manage insights for 20+ categories, with detailed consumer insighting required for at least 5 to 7 of them.

Insights for Innovation:

• Work closely with the innovation team on whitespace and opportunity identification, idea and concept development, testing and sizing, using a combination of primary and secondary data.
• Provide post launch evaluation and inputs for new launches.
• Find optimum ways to test the elements of the mix so that speed to market improves.
• Build deep consumer insight that enables renovation and relaunches across categories.

Business Partnering through Data and Analytics:

• Partner with the business on CMI interventions such as monthly share opportunity analyses, Brand Health review days, market share analysis, ad hoc analyses on motivations and barriers, benchmark tests and consumer connect initiatives.
• Prepare and disseminate insights from periodic syndicated research reports to enable critical business decisions.
• Design and lead custom research based on requirements shared by brand teams.
• Leverage data to help category teams understand what competitors are doing and how consumers perceive them, identifying gaps and opportunities for differentiation.

NPD Pipeline Support:

• Partner on the innovation funnel through insight, concept and product development research.
• Use Usage and Attitude (U&A) studies to surface disruptive insights for the business.

Internal Processes:

• Provide high quality everyday insight, along with process for insight: the quality and cost of research and the right research to do in an optimised way (packaging research, communication research and so on).
• Work with marketing across the communication development and testing journey, from idea development and testing to tracking evaluation, as the organisation invests behind its brands through multi-media communication.
• Build a stronger partnership with agencies to bring in the right consumer perspective, and steer business presentations on findings and recommendations to senior executives and stakeholders, translating complex data into actionable insight.
• Work closely with marketing teams to develop data-driven marketing strategies that resonate with target audiences.

Innovation and Learning:

• Stay current with the latest consumer research tools and technologies and assess their potential to improve insight and decision-making.
• Stay current with best-in-class providers and research methodologies.

CRITICAL SUCCESS FACTORS:

• MBA in General Management or Marketing, with a minimum of 10+ years of experience, preferably with a mainline market research agency and/or client-side experience.
• Knowledge and experience of market research methodology, consumer insight generation tools and brand health metrics, with the ability to drive, evaluate and optimise spends.
• Strong data analytics capability, including tool, technology and vendor partnership.
• Strong stakeholder engagement that enables business growth.
• Curious and consumer focused, with a passion for using data and facts to grow the business.

DESIRABLE SUCCESS FACTORS:

• Familiarity with market research fundamentals and the consumer goods industry.
• Marketing and sales domain knowledge (brand, category, innovation, data) and an understanding of its challenges and opportunities.