The Division Manager, Consumer Insight, is responsible for leading the design and execution of consumer research, data analytics, and insight-driven recommendations that strengthen Sappe's global brand and business strategies. This role acts as the organization's center of excellence for consumer understanding, delivering actionable insights that influence brand communication, innovation, and market activation. The position collaborates closely with Brand Strategy, IMC, Frontline Marketing, and Global Online teams to ensure decisions are grounded in robust consumer, shopper, and category data.
Key Responsibilities:
Consumer & Market Understanding
- Develop and lead a comprehensive consumer insight roadmap aligned with brand and business priorities.
- Conduct qualitative and quantitative research to uncover behaviors, motivations, and perceptions across key global markets.
- Track brand health metrics (awareness, consideration, purchase intent) across geographies using syndicated data (e.g., YouGov, Kantar, NIQ, Euromonitor).
- Identify emerging consumer trends, cultural shifts, and category white spaces for brand and innovation teams.
Data Analytics & Insight Generation
- Integrate multiple data sources (consumer, social, digital, sales, CRM) to deliver unified business insights.
- Lead brand equity dashboards, campaign performance reviews, and category opportunity analyses.
- Deliver actionable insights that directly inform communication strategy, NPD, and market prioritization.
Business & Brand Strategy Support
- Provide input into brand positioning and marketing campaigns through evidence-based consumer understanding.
- Support innovation pipeline by validating product concepts, packaging, and pricing from a consumer perspective.
- Collaborate with frontline Marketing teams to localize insights and validate hypotheses for specific markets.
- Present findings and strategic implications to senior management and cross-functional stakeholders.
Cross-functional Collaboration
- Partner with IMC for audience segmentation and message testing.
- Support Frontline Marketing in post-campaign evaluations and market learnings.
- Collaborate with Global Online on consumer digital behavior, e-commerce analytics, and social sentiment tracking.
- Manage research vendors and external agencies to ensure high-quality and cost-effective outputs.
Organizational Capability Building
- Promote a data-driven culture across marketing and commercial divisions.
- Develop internal dashboards, toolkits, and playbooks to embed consumer thinking in decision-making.
Required Competencies:
- Expertise in consumer and market research methodologies (quantitative, qualitative, social listening).
- Strong analytical and storytelling ability — able to translate data into actionable business insights.
- Proficiency in market intelligence platforms (YouGov, Kantar, Mintel, NIQ, Euromonitor, etc.).
- Excellent presentation and influencing skills with senior stakeholders.
- Strategic mindset, intellectual curiosity, and collaborative working style.
Qualifications:
- Bachelor's or Master's degree in Marketing, Business Analytics, Economics, or related field.
- Minimum 5-8 years of experience in market research, consumer insights, or strategy, preferably within FMCG.
- Proven experience managing consumer research projects and cross-functional stakeholder alignment.
- Strong command of data visualization and reporting tools (Power BI, Tableau, or equivalent).
- Fluent in English; other languages are an advantage.
