The position reports into the Director of Market Research & Data Analytics for the Group in Spain.
Lead the market and consumer intelligence strategy in the country. Provide analyses and recommendations to ensure proper consideration of the consumer into the group’s growth strategy. Generate better understanding of return on marketing investments (ROI).
- Lead the collection and systematic analysis of country market data (panels, media plans, socio-economy, culture, demography, etc.), ensuring information quality and accuracy. Analyse the evolution of the markets, the sector and the competition’s activities, to inform the country business strategy - Organise an in-depth strategic watch (consumer, competition, new business models), identify the major trends of the market to detect growth opportunities. - Define development recommendations to guide senior management, local teams, zone and DMI teams
- Generate consumer insights, share them with the marketing teams and work with them to make the projects (products, services, communication) engaging for consumers - Build and manage the local market research plan: organise consumer validation of the positioning of the brand, products and services (concepts, formulae, integrated communication) and develop strategic recommendations to guide the teams in finalising projects and finding the right angle of attack - Propose and formalise the scope of the market research projects (objectives, timeframes, human and material resources, costs), manage the relationships with external CMI agencies, ensuring the correct use and application of the Group's methodologies - Work together with the zone CMI teams to ensure that country data is correctly transferred and to exchange best practices - Develop consumer insight expertise, implementation of Consumer Connect and ROI analysis programme in the country.
- Take the role of adviser for senior management and marketing teams to develop their expertise and knowledge of the consumer - Construct and communicate concise and striking messages for senior management, ensuring their integration in key decisions - Construct, develop and manage their CMI team - Manage the department's budget