The holder of the position will be responsible to lead and provide market research and customer insights expertise within the Research & Customer Insights team with the ultimate goal of maximizing profitability in the long term by putting customers in the centre of the Business decisions.
Key accountabilities and decision ownership:
As a critical player in terms of input to segments and products teams to ensure brand/product decisions are driven by consumer insights in an effort to maximize effectiveness and profitability and putting consumers at the heart of everything;
To be a champion of ‘consumer focus’ and ‘customer insights ‘within the business and that the delivered insights are fit for purpose within different consumer segments;
Embed and drive the understanding of consumer motivation and identification of opportunities that will unlock growth for the business as well as Identify opportunities for growth size market opportunities;
Driving learning into action from measurement and evaluation (M&E). Understand the value of M&E to the research agenda and to the brand/products’ performance and its fit into the brand/product planning process. Identify and address any barriers to the implementation of M&E, ensure learning and experiences are shared and applied after each activity to drive growth;
Drive customer centric culture both with internal and external customers by continually challenge the processes and procedures for current supply service levels/ challenging convention.
Key performance indicators
Net Promoter Score Leadership;
Clear #1 User & Non-User Consideration;
Build insights led culture in an effort to maximize effectiveness and profitability.