Senior Manager - Consumer Planning

About the team:

The purpose of the role is to enable brand planning & decision making by partnering with the marketing team in identifying the right growth segments (Market & Trade Insights), making Diageo brands & innovations more appealing to consumers (Consumer Insights and Planning).

TYPICAL ROLE REQUIREMENTSQualification: MBA with a specialization in Marketing

Experience: 7-10 Years of experience with at least 5-6 years of solid primary marketing research experience (client or agency) in consumer research. client-side experience is preferable.

Best Suited for Someone who -

• Can synthesize and see patterns in the data and has proven ability to influence business decisions and outcomes
• Very curious in nature, wanting to understand the whys and arrive at the 'so what'. Proven track record of proactively informing the business
• Balances creativity with precision.
• Is well versed with Quantitative and Qualitative research tools and techniques, and comfortable working with abstract data.
• Believes in Story-telling and adept in converting research solutions into answering business questions.

Knowledge & skills:

Experience with a wide variety of primary research methodologies in both qualitative and quantitative approaches Extensive experience across product categories, specifically CPG (consumer packaged goods) Ability to apply statistical and other multivariate analyses Proficient with MS Office and statistical packages such as SPSS Strong communication skills in writing, speaking and presenting

AREAS OF RESPONSIBILITY

1. Planning & Insights Generation Responsible for jointly developing the strategy for new and existing businesses andinnovations along with the brand teams. Deliver true consumer insight by using both primary and secondary research. Define problems, collect information, establish facts and draw valid conclusions to drive insights. Contribute to ongoing thought leadership initiatives based on consumer insights skills - Insights generation, rigour in diagnostics and fore sighting. Act as a bridge between smart strategic thinking and great creative solutions. Keep abreast of developments within the clients industry and pass on this knowledge to the rest of the team.

2. Market research & Marketing Business Planning

• Develop a deep understanding of consumers, trade and markets in India acrosscategories, and be the consumer insights and knowledge champion. Define the data needs with input from stakeholders and then work closely with thebrand teams as well as with the suppliers on ensuring high quality deliverables, reporting and analysis. Display strong focus and involvement in understanding business and brand objectivesand working with brand teams to develop and manage learning plans to best meet them. Provide data to prepare and support brand plans made annually, and to evaluate theeffectiveness of the market intervention strategies. Identify areas for research and manage all market research initiatives, both qualitativeand quantitative keeping in mind time and budget. Identify suitable research agencies, oversee the research activities, collate field data,define logical cuts and check the sanity of the information provided. Responsible for planning different aspects of research function such as consulting with marketing teams to understand research issues, solicit bids from research agencies, select and manage research agencies. Develop questionnaires, analyse and interpret data collected, develop presentationsand make recommendations based on findings of the research. Contribute to the development and application of Best Practices for Consumer andMarket Insights within Diageo.

3. Execution of research projects

• Develop strong relationships with global and regional external research suppliers toensure superior service and quality
• Conduct regular market research activities to gauge the pulse of the industry and be up to date with latest trends in consumer preferences and competitor strategy.
• Conduct regular market assessment exercises to represent market data/activities (own product v/s the competitor).
• Undertake strategic research activities for spotting global and macro-economic trends in spirits industry.
• Provide strategic feedback like competitor movement, emerging trends, changing consumer preferences to the respective brand head based on market analysis.
• Maintain ongoing relationships with external research agencies and consultants to ensure the organization receives excellent standards of service.
• Provide deep dive assessments of market focused topics as needed to support internal brands.
• Provide high priority industry impact assessments in collaboration with key business unit leaders.
• Develop knowledge modules on a regular basis based upon research done on a brand/ segment/ category.

Periodic report sharing with Head of Marketing and Category Head on the research assignments handled and status.