Consumer & Market Intelligence Manager
Be the EXPERT of CUSTOMER’S KNOWLEDGE (consumer / shopper) to contribute to L’Oreal ROMANIA go-to- market and help grow the business
Responsible for managing the research area for all four divisions as well as their annual plans.
Defining preferred agencies, negotiate budgets and develop partnerships with them
Propose and manage the yearly CMI tests plan, dedicated to go-to-market research
Share customer’s knowledge by creating a centralized shared CMI platform (through IT system) and fundamental presentations about our consumers and our market
Collect and analyze information used to help determine the demand for products or services
Build Market and Consumer knowledge by analyzing:
main figures for BEAUTY by channels / brands / categories (panels data management, internal studies, Euromonitor …) / off and online / retailers and consumers
penetration rates, consumer’s usage and routines, needs and gaps / insights (U&A, home visits…)
Provide proactive consultation to business teams: guiding brand strategy through synthesized consumer, analytic, market and competitive insights and recommendations
customer’s trends (via social listening)
Build brands knowledge (brands awareness and equity) by:
set up and track our brand equity studies in line with Group international methodologies
set up and track brands buzz measure on line (ratings and reviews)
Manage ad hoc research : quali and quanti by using new Group tools, agile methodologies (more online) with studies summary responsibility
Measure impact of our activities : advertising campaigns, promotions - (ROI)
Degree in Computer Science, Mathematics, Statistics, Engineering, or a related field of study, plus at least 4 years of experience in a role with comparable responsibilities Experience in consumer research.
Very strong qualitative and quantitative analysis knowledge and capabilities required. Ability to integrate data from disparate sources, analyze data using various tools, and ability to structure analytical outputs for easy absorption and interpretation by executive stakeholders.
Demonstrated ability for a deep understanding of fundamental business drivers.
Strong interpersonal skills required, and ability to work effectively with multiple functions (sales, marketing, senior management, etc.).
Efficient with computer and communication tools (CRMs, usual software (Excel, PowerPoint, etc).
Excellent listening, communication and negotiating skills.