Consumer Marketing Insights Manager

Purpose

The CMI manager drives the consumer centricity and research programs for HEINEKEN Malaysia’s portfolio to effectively support commercial function & give strategic direction to the business and brand objectives.

Key Responsibilities

Market Insights

• Pull together data from a wide variety of sources and reformulate to develop a clear picture of the industry and respective players.
• Analyse all the data to provide meaningful insights relating to the company’s brands performance, consumer perception and overall alcohol/beer industry trends.
• Provide a full understanding of the market dynamics, economic trends and competitive performances.  Contribute to strategic mid- and long- term planning processes.
• Develop and deploy key business data to support commercial function to improve on brand planning and on-going action plans.
• Combine data from multiple sources into regular brand performance updates (KPI dashboard), collaborating with sales, finance and marketing teams

Consumer Insights

• Support the management team and brand marketing team in identifying a challenge and assessing the most effective research to fill the information gap.
• Manage all consumers-facing research program by developing the research brief, assess, and choose the best proposal and challenge the agency throughout the research process
• Drive brand health tracking tool, ensure there’s impactful and actionable insights for the team to move forward in the right direction
• Develop and deploy communication protocol (ATL/BTL) ensuring all the communication assets delivered on the action standards pre and post campaign launch.
• Support Marketing Team in insight generation based on excellent knowledge of consumer trends from multiple researches (tracking and ad-hoc research)
• Partner with brand team in brand positioning development
• Provide meaningful findings from all information (market and consumer) and ensure research findings are translated into recommendations and actions to enable commercial team to assess where/how to prioritize in brand plan and commercial plan revisions.
• Ensure appropriate tools are in place to measure effectiveness of marketing activity
• Facilitate sharing and learning practices related to data and insight across the business
• Set research plans for the year based on business issues, addressing strategic needs across the portfolio
• Drive consumer immersion program as part of the effort to ensure Consumer Centricity mindset across the organization

Shopper Insights

• Provide the Marketing, Trade Marketing and Sales with relevant channel insights, category drivers & shopper insights that feed into category vision and Joint Business Plans
• Ensure category vision for on/off-premise is based on consumer, shopper and category insights
• Act as the expert in leveraging Retail data to derive impactful and actionable channel insights

Agency & Team management

• Oversee team activities and processes. Mentor team members to help manage workload and wider team expectations, as well as instilling qualities such as attention to detail, ability to question and check data, interpret information and connect findings to business issues
• Manage CMI departmental operating budgets and costs according to annual allocation to ensure efficient usage of resources, where applicable.
• Manage 3rd parties leading research agencies through continuous contact, discussions and data findings and new solutions.

Knowledge and Experience

• Functional expertise: +8 years of related FMCG, commercial, and industry experience.
• Significant consumer research and analytic experience required.
• Experience in integrating multiple research sources including Nielsen Retail Data, Kantar World Panel, Global Data etc.
• Beverage Alcohol, Fashion, and/or other consumer products experience.
• Experience in Innovation/NPD Management will be a plus