Key Responsibilities:
Consumer Research and Brand Strategy Development
Understands and interprets research methodologies and results to ensure timely, accurate and impactful insight as the basis for decision-making across core research studies for NAB brands:
- Lead syndicated research studies, market data analysis and relevant competitor activities to highlight key trends as well as identifying both opportunities and challenges for NAB brands.
- Manage internal stakeholders to utilize data and deliver detailed understanding of consumer insight and bespoke analysis of trends with recommendation.
- Lead qualitative and quantitative research study and develop appropriate methodologies to answer business needs for NAB brands.
- Lead internal research to answer ad hoc insight requests from marketing team.
- Evaluate and interpret all information to find the key issues and suggest the possible actions to brand team including participate in key decision-making forums to achieve brand strategic direction.
- Build a marketing dashboard that visualizes key performance indicators and complete competitive analysis to maintain our competitive advantages.
- Monitor and track the overall market intelligence spend and responsible for contract and raising purchase orders.
- Effectively manages day-to-day complexity with research agency and identify strong research partners with ensuring best performance.
Trade Strategy Development
- Collate shopper insights and suggest improvements area with initiatives for trade marketing team to answer business needs.
- Lead price and promotion analysis based on market data and relevant competitor activities to identify both channel opportunities and challenges.
- Lead qualitative and quantitative research for shopper study with recommendation and category strategies.
- Use trends and analysis to support channel strategies including strengthening relationship with trade partners.
Qualification:
- Degree in marketing, economics, management or statistics
- Previous experience in consumer insight or shopper insight in FMCG industry, experience in CLMV countries a strong plus
- Solid knowledge in consumer research, retail audit data (preferably Nielsen, or retailer-based analytics)
- Previous management experience in local and international research is preferred
- Excellent command of written and spoken English
- Excellent Excel and PowerPoint presentation skills
