The Consumer Insights Lead is responsible for leading and executing the Consumer Insights agenda for the North West Europe (NWE) Foods business, a.o. identifying growth opportunities & (communication / innovation) trends supporting overall business growth. The Consumer Insights Lead will be partnering with the Foods Marketing Team to help shape Brand Growth Strategies and Marketing plans based on relevant insights, always keeping a consumer centric lens. The Consumer Insights Lead will report to the Senior Insights Manager (NWE) and be part of the broader Insights Team.
More Specifically the Consumer Insights Lead will:
Deliver predictive foundational and strategic consumer insights that shape Long Term Plans & Brand Growth Strategy and impact critical business decisions for Foods business in NWE, with focus on key brands: Lay’s, Doritos, Duyvis and Quaker Cruesli.
Support marketing teams with actionable consumer insights to drive strategy and deliver locally relevant activation programs and innovations.
Develop research programs, lead them and provide the analysis to input the brand’s Total Connection Plans (Media Communication plans). Lead consumer testing agenda, leveraging internal tools (E.g. Ada) and external tools where relevant.
ICP / Brand Growth Strategy
Lead Consumer Insights for NWE Foods (Snacks and Grains) with focus on the Netherlands to provide local insights to shape “Problems to Solve” and define Key “Jobs to be Done” for Lay’s, Doritos, Duyvis and Quaker brands, deliver holistic analysis to input Brand Strategies
Strategic Insights Work with Sector Insights team to leverage learnings/insights (ie on portfolio strategy) as the key input to Brand Growth Strategy. Lead consumer immersions, co-lead workshops & co-creation sessions required to build a holitstic & deep understanding of Netherlands’ consumer needs to feed in to ICP/BGS. Deliver Trends & Cohorts analysis to inform growth opportunities.
Brand Building Run desk researches based on available data sources, SWOT analysis, provide actionable insights for Total Connection Planning briefs
Lead consumer insights to launch impactful innovations for Duyvis and Quaker Cruesli: local consumer needs understanding, ideas validation, initial potential evaluation, post-launch analysis ensuring actionable business recommendations
Consumer Reasearch & Analysis Identify consumer research needs to meet business objectives. Lead yearly learning (research) plan development. Lead consumer insights research projects to address business objectives and deliver actionable recommendations. Lead high quality consolidated multisource ad-hoc analysis followed by short insights summaries with strong business recommendations
Consumer Reasearch & Analysis Manage Insights budget for Foods NWE
Functional excellence & collaboration:
Drive Consumer Centricity and build Insights capability among Foods Marketing team
Lead collaboration&joint consumer insights projects with Sector Insights team, provide local input as needed
Third parties management: Maintain winning relationships with Consumer Research Agencies to ensure high level of quality and cost efficiency. Utilize best practice expertise to address business needs
Master Degree in Sociology/ Marketing/ Economics
Knowledge and practical experience with a wide scope of research methodologies and techniques (qual&quant); strong strategic and analytical focus and skills
Minimum of 3-4 years Consumer Research experience in a leading FMCG company and/or Agency (ideally, on both client and agency sides)
Experience in developing and maintaining relationships with external suppliers
MS Office – advanced user (PowerPoint, Excel)
Knowledge of statistics is a plus
Relocation Eligible: Not Applicable Job Type: Regular