Director, Consumer Insights

Found in: beBee S IE - 4 weeks ago

Ireland The Mark Anthony Group Full time

At Mark Anthony Group, we hire passionate people because nothing great is done without passion. We trust those closest to the work to do what’s right, to act like an owner.

We are growing a lasting legacy, where people come first.

The Director, Consumer Insights & Analytics will be responsible for supporting Mark Anthony Brands International to be more consumer-centric, with strong and consistent consumer insights development as a base for winning category / brand strategies and marketing programs.

We are looking for a strategic, “big picture” thought leader, to help steward our brands toward global growth Reporting to the CMO, you will work closely with the RTD and Spirits Brand and Innovation teams, as well as with the local consumer insights leaders.

What You'll Do

The core responsibilities include providing support to the global brand teams consumer strategy, ensuring a consumer-centric approach to the global brand teams strategy, and applying methodologies & insights that will best address the complex business challenges of our growing brands. The role will be responsible for supporting in shaping the global insights function and will oversee a small team of consumer insights professionals while working very closely with key local market insights teams.

This requires expert management of the following:
  • Translating Insights into strategic category frameworks
  • Putting in place learning plans to help the business build strong product innovation pipelines, brand positionings, creative ideas, and other brand assets
  • Building internal insights and market research capabilities, namely supporting in setting up the standard tools/methodologies, approaches, and frameworks for Mark Anthony, as well as ensuring rigor and quality in data analysis.
  • Managing research agencies and budgets
Specifically:
  • Be the honest voice of the consumer / shopper in the organisation and own strategic Insights development across categories, markets and brands.
  • Translation of Insights into strategic category frameworks in in support of the Global Brand and Innovation teams and Local Marketing teams, to help the business define and develop profitable category growth strategies
  • To help develop and learning plans in support of Global marketing, Global innovation, and lead local market teams to build strong product innovation pipelines, brand positionings, creative ideas, and other brand assets.
  • Supervise local insights / market research work in close collaboration with the local Insights team, ensuring consistency in methodologies while making sure the markets are able to generate the information / learnings they need to successfully drive their local businesses.
  • Build insights /market research capabilities of the Insights team, the marketing teams and within the broader organization
  • Create and guide a community of dedicated insights managers and marketing team members across markets to establish best-in-class insights work
  • Define and implement the tools/methodologies, approaches, and frameworks the Mark Anthony Group should use across markets and brands to ensure consistency and one voice of the consumer
  • Establish benchmarks on standardized tools/methodologies to establish more rigor in the evaluation of results
  • Ensure the quality of and discipline in the analysis and recommendations out of consumer / shopper studies
  • Establish and maintain an Insights knowledge database
  • Manage the Insights budgets for the Global brand and innovation team, and keep an oversight in local markets to maximize company scale
  • Establish gold standard ways of working between Global and key local markets such as the US and Canada, to ensure insights are shared seamlessly back and forth
  • Streamline the agency partners network and drive efficiencies in cooperation with procurement
What You Have
  • ·15+ years’ experience in Consumer Insights in complex ecosystems (multi-country, multi-categories, multi-brands)
  • A bachelor’s degree in relevant field (marketing/business, psychology, sociology), Marketing or Advertising preferred
  • Proven track record of building and leading high-performing teams
  • Alc Bev or CPG experience
  • Significant experience in consumer / shopper insights generation, analysis and translation into brand and business strategies, innovation pipelines, brand positioning and campaigns development
  • Strong experience in Innovation insights to guide innovation strategy, pre-launch insights, and post-launch tracking
  • Development of Insight based strategy frameworks
  • Full understanding of relevant (established and new) market research methodologies
  • Ability to define and implement (new) processes / ways of working, to lead change management
  • Agency relationship management
  • Experience of working in the USA and ideally understanding of US ‘youth’ culture (LDA+)
Who You Are
  • Genuine leader with proven influencing skills
  • Highly effective team player
  • Results-oriented
  • Pragmatic and hands-on
  • Structured and disciplined
  • Holistic business leader – drives influence far beyond research results
  • Excellent communication skills; very articulate, strong public speaking and writing skills, exceptional listening skills_

This role is based out of Dublin or London. We love our office and the setting it provides for celebration and collaboration. But we also appreciate the opportunity to work remotely can energize you too, so we do offer flexible arrangements

At MABIUC, we live by our 5 Core Values every day:

Sense of Urgency

Our business moves fast and so do we. We understand the power of now. We have relentless drive and believe if it can be done, we’re the ones who will do it first.

Authenticity

We need to stay real because our brands, our stories and our culture must remain genuine to thrive. When we have the best intentions for all, we create space to be our whole selves and do great things together.

Our lives are complicated enough. So why use 50 words when you can use 5? We thrive in ambiguity and change, but we also know how to translate our goals into simple explanations and actions.

Humility

Egos distract us. When we’re humble, we’re open to listen, take feedback and change direction quickly. We’re here for each other, and together we do great things.

Trust

We respect and rely on each other. Trust is the backbone of our relationships, and we work hard not to break it. This level of trust allows us to be all-in and take comfort in the support of our teams.

________________________________________________________________________

Mark Anthony is an equal opportunity employer. We encourage applications from individuals of all backgrounds who are eligible to work in the Republic of Ireland or United Kingdom.

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