Manager - Consumer Insights, Packaged Foods

What are the Key Deliverables in this role?

Financial Outcomes

Insights on Business Performance:

• Manage reporting and insighting of Nielsen RMS, Kantar World Panel and Brand Health Tracks.
• Manage business specific analyses to provide fact-based inputs for business decisions, including but not limited to insights on category metrics and its movement basis various actions for forward planning.
• This role manages detailed consumer In-Sighting mainly for Salt and Sampann categories.

Insights for Innovation:

• Work closely with the innovation team and contribute towards whitespace / opportunity identification, idea / concept development, testing and sizing etc. Use combination of primary and secondary data for innovation insights.
• Post launch evaluation and inputs for new launches.
• Look for optimum ways to test various elements of the mix to expedite speed to market.
• Deep Consumer Insights to enable renovation & relaunches across categories in packaged foods.

Customer Service:

Leverage data analytics to build strategic business partnerships

• Partner business with various CMI interventions viz. monthly share opportunity analyses, TCPL Brand Health review days, Market Share analysis, ad-hoc analyses to identify motivations and barriers, consumer connect initiatives (VoC).
• Prepare and disseminate insights from periodic syndicated research reports enabling critical business decisions.
• Design and lead custom research based on requirements shared by brand teams.
• Support NPD pipeline development through insight/Concept/product development research

Internal Processes

• Provide High quality everyday insight along with process for insight: Quality and cost of researches and what are the right researches to do in an optimized way - Packaging researches, Communication researches etc.
• TCPL believes in investing behind its brands through multi-media communications. CMI actively works with the marketing in communication development and testing journey viz.  from idea development, testing to tracking evaluation of the same.
• Leverage stronger partnership with agency to bring in right consumer perspective and drive critical business decisions. Translating complex data into actionable insights.
• Work closely with marketing teams to develop data-driven marketing strategies that resonate with target audiences.

Innovation and Learning

• Stay updated with the latest consumer research tools and technologies and assess their potential for improving insights and decision-making.  Stay updated with the best-in-class providers and research methodologies.
• Leverage data to category teams on understanding what competitors are doing and how consumers perceive them thereby helping them identify gaps in the market and opportunities for differentiation.

What are the Critical success factors for the Role ?

• MBA in General Management/Marketing, with min 3-5 years of experience preferably with mainline MR agency and/or client-side experience.
• Knowledge & experience of market research methodology, consumer insight generation tools, brand health metrics, ability to drive, evaluate and optimize spends.
• Strong data analytics capabilities – Tool/Technology/Vendor partnership
• Strong stakeholder engagement – Enabling business growth.
• Curious, consumer focused, passionate for using data and facts to grow business.

What are the Desirable success factors for the Role?

• Familiarity with the market research fundamentals, consumer goods industry, marketing/Sales (brand/ category/ Innovation/ data) domain knowledge and an understanding of its challenges and opportunities.