Market Insights Analyst

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Role Purpose

The Marketing Insights Executive will play a critical role in driving data-led decision making for the Food Service vertical of McCain. The role requires strong command of data analytics, FMCG performance tracking, and the ability to connect insights to business levers such as numeric distribution, category penetration, menu adoption, profitability, and brand equity.

Key Responsibilities

Sales & Business Analytics

• Track and report performance KPIs across channels — General Trade, Modern Trade, and B2B e-commerce.
• Monitor brand/category performance using FMCG frameworks like Volume Share, Weighted Distribution, Offtake, and Mix Contribution.
• Conduct profitability deep-dives with focus on Gross Margin, GP Contribution, and Trade Spend efficiency.
• Support pricing analysis and competitor benchmarking across distributors, aggregators, and modern trade platforms.

Marketing & Campaign Analytics

• Evaluate ROI of brand and trade marketing campaigns (ATL, BTL, digital, activations).
• Track digital KPIs — reach, impressions, engagement, CTRs, lead generation — and link them back to business outcomes.
• Deliver post-campaign reviews highlighting incremental reach, trial, repeat purchase, and brand lift.

Insights & Decision Support

• Provide actionable insights for category creation, menu penetration, and product innovation initiatives.
• Support monthly business reviews with clear dashboards and executive-ready decks.
• Act as a bridge between sales data, campaign performance, and financial KPIs for sharper business calls.

Key Skills & Competencies

• Strong command of Excel (advanced functions, pivot, macros) and Power BI/Tableau.
• Comfort with FMCG concepts: Numeric & Weighted Distribution, Offtake, Price-Pack Architecture, Channel Mix, Shopper Insights.
• Analytical storytelling — ability to distil data into business implications and growth recommendations.
• Strong communication & cross-functional collaboration skills.
• High attention to detail with structured problem-solving mindset.

Qualifications & Experience

• Bachelor’s degree in Business, Economics, Statistics, Engineering, or related field (MBA preferred).
• 0–3 years’ experience in FMCG sales/marketing analytics, category insights, or business analysis.
• Freshers with strong analytical skills and FMCG interest are welcome.

Career Path / Growth Opportunities

• Opportunity to evolve from pure data analytics into digital marketing exposure.
• Hands-on learning to manage company website, SEO dashboards, and social media handles as part of the extended marketing team.
• Growth into an Insights + Digital Marketing hybrid role, building both analytical and executional skills.