Consumer & Market Insights Manager

Key Responsibilities: 

1) Build & Establish the CMI Function (Foundational Work) 

     Design the “operating model” for the CMI function (processes, roles, governance). 

     Set up a “roadmap”, covering short-, mid-, and long-term insight needs.

     Define standards for:

       data collection quality 

       reporting cadence / frequency, and templates 

       insights-to-action processes 

     Establish relationships with internal teams (e.g., Category, Sales, R&D, Digital, Customer Experience) to ensure insight relevance.

Outcome: CMI function becomes a trusted decision-support partner to Marketing and leadership.

2) Consumer Research & Customer Understanding 

       Plan and execute consumer and customer research, such as: 

   Segmentation Studies 

   Brand Health Tracking 

   Brand Equity Research

   Journey Mapping

   Concept & Product Testing 

     Pricing and Value Perception Studies 

    U&A (Usage and Attitudes)

   Retail Audit 

       Translate findings into actionable recommendations for:

       Product positioning and messaging

       New product launches

       Channel and Campaign targeting 

       Customer Experience improvements

       Category in-market performance improvements

3) Data Analytics, Measurement & Insights Synthesis 

       Develop insight-driven analytics capabilities by leveraging available data sources (internal + external). 

      Build & maintain dashboards and reporting for key KPIs such as, but not limited to: 

   awareness, consideration, preference 

   brand funnel metrics 

   NPS / customer satisfaction / complaint drivers (as available from Customer Experience function) 

   Campaign performance interpretation (linking spending to outcomes, where relevant)

   Retail Audit outcomes & insights (e.g.: market shares, distribution, … etc.)

       Ensure insights are linked & synthesized into clear narratives, not just data outputs.

4) Propose & Lead Research Strategy with ROI Focus 

       Recommend the right research methods based on business questions and decision timelines. 

       Create research briefs, manage vendors / agencies, and ensure study quality.

       Build business cases for research investment and prioritize based on expected impact.

5) Stakeholder Enablement & Governance 

      Present insights clearly to the CMO and cross-functional teams. 

     Run insight forums/workshops (e.g., quarterly “insights & implications” reviews).

       Establish decision guidelines: which KPIs & insights are needed, when, and for which decisions. 

       Ensure insights are documented and reusable (knowledge base / playbooks).

6) Innovation & Continuous Improvement 

      Continuously improve insight methods (e.g., adoption of new research tools, faster turnaround approaches). 

      Stay current on best practices in consumer insights and market intelligence. 

      Where relevant, introduce automation to reduce manual reporting and speed up insight delivery.