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Title:  Manager - CMI

Position Summary


The CMI Manager is an integral Business Partner to OpCo Leadership, Marketing and Sales by providing strategic intelligence to the business that shapes portfolio, brand, and innovation strategies whilst evaluating marketing and sales effectiveness. S/he develops commercial intelligence plans, in line with the OpCo strategy. S/He will coordinate, assess and select the proper sources and / or data with market information that are available in the market. The CMI Manager’s purpose is to be able to give clear guidance to the OpCo Commercial Intelligence objectives, priorities and activities.


S/He is responsible for designing, implementing and further developing supporting systems, methods and techniques for the benefit of carrying out analysis and research. Also, s/he is accountable for synthesing and transforming collected quantitative and qualitative market data into insights, in line with Business needs, in order to enable fact-based commercial decision-making.


S/He acts as an advisor and challenge or convince the Business partners on commercial intelligence related topics and issues (i.e., brand strategy, market developments), based on expertise, to enable Management to make informed decisions and proceed to corrective action, when necessary.


Roles and Responsibilities


  • Collaborates with Marketing & Sales teams to understand the business issues and define the associated research objectives
  • Synthesizes, combines & communicates the important points in relation to the business issue & Looks outside existing data/ research to understand the target topic (i.e. Input from other sources/other categories)
  • Adds own level of interpretation to the facts to explain /hypothesize  on the way behind them & draws conclusions which answer the Business objective (not just the research objective)
  • Proposes new and better ways of conducting research and measuring the market
  • Develops partnerships with Marketing and Sales
  • Works closely with local non-commerce functions such as Finance, Purchasing, and Operations
  • Partners in OpCo Portfolio Strategy and Business Planning, Portfolio Strategy, Annual Planning, Brand Strategy (Positioning, Pricing, and Markets), Channel Strategy
  • Provides Shopper learning for Marketing and Sales strategy and activation
  • Manages and synthesises external Market and Consumer Reporting
  • Deals with consumer KPI Measurement and Reporting
  • Partners with IT in Information Systems and Data Management
  • Support the Business in High Level Business Forecasting
    • Beer and Key Segments (by format and channel)
    • Responsible for Mid to Long-Term View, 1+ Years
  • Partners with Purchasing for vendor management and spending optimization
  • Manages and optimize budget and resources to increase ROI of research spending


Education & Qualifications


  • MSc preferred in Statistics, Finance, Business, Econometrics
  • Undergraduate degree in Marketing, Business, Statistics, Economics
  • Functional expertise:  3-5 years experience required in similar CMI Specialist role in FMCG or retail or agency side
  • Excellent data-mining skills including tools like PowerBi and advanced XL, as well as SPSS
  • Solid knowledge of statistical tools/methods and experience in data analytics. Ability to process large amount of data to extract insights – i.e. Correlating factors, Statistical Differences calculation, extrapolation, estimations when full data are not available
  • Knowledge of forecasting tools/methods
  • Excellent user of Nielsen or similar Database (IRI, KWP) – i.e. ranges selection, data extraction, data processing (SAP, CRM, SEM, Power BI)


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