The role holder must be passionate about shaping the future of our business, motivated by the opportunity to continually drive the impact and growth of both the function, and the individuals within it. The individual must be curious and restless in their desire to push the boundaries in terms of the latest techniques and approaches, challenging the status quo and actively seeking new ways to drive even greater consumer understanding and centricity.
It is against this background that we seek a determined and goal-oriented individual to further contribute to consumer planning’s vision of leading the business with ideas and strategies powered by insight and foresight, to shape the future of social celebration and create value for consumers, customers, and Diageo.
Role Responsibilities
Best in class consumer understanding
- Ensuring successful deployment of the Consumer Choice Framework (CCF) and illuminating opportunities for business growth.
- Ensuring the CCF is reflective of an evolving internal and external context and is accompanied by a richer understanding of the motivations and manifestations of changing socialization patterns.
Management of the brand guidance system and dashboard (BGS)
- Ensuring continued embedding of BGS 2.0 across marketing, including usage and understanding of the programme/dashboard through formal training and informal coaching.
- Seeking out opportunities to drive more value from the programme in the short, medium and long term through AI analytics.
- Monthly reporting of consumer behavior (Awareness, Penetration, cultural vibrancy and regular refresh of the brand list and other KPIs based on changes in consumer behavior.
- Tracking of the evolution of occasion motivations and portfolio performance through BGS on a monthly basis.
- Set up, supervision and reporting of the brand strength scores (Equity, Meaningfulness, Distinctiveness, Salience).
- Ensuring data accuracy in BGS portal and running refresher trainings to the marketing function.
- Set up of BGS deep-dives (bolt-ons) of ongoing consumer activities for M&E.
Diageo Way of Brand Building (DWBB)
- Playing a critical role in supporting the deployment of DWBB 4.0
- Translating best in class thinking and approaches into powerful actionable insights which will be essential in brand building.
Marketing Effectiveness to ensure utilization of marketing effectiveness tools to inform decision making:
Marketing Catalyst:
- Solicit, clean and manage all data inputs into marketing catalyst.
- Collaborate with internal sales analysis team, finance and marketing for timely and accurate input of Retail, ATL and BTL data for annual econometric modelling.
- Provide intermediary services between our media planning agencies and the brand teams in terms of optimization of plans through marketing catalyst.
- Co-ordinate with global productivity team on local requirements for marketing effectiveness
Global Performance Dashboard (GPS):
- Ensure 100% accuracy of the market share data in GPS on a monthly basis
- Re-validate the market data in-case of changes in price tiers, innovation brands, delisting of brands to ensure the correct database classification in GPS.
- Sharing retail audit insights with the commercial and marketing team every month.
Demand Radar:
- Guide total business on category, sector, and segment growth in the medium and long-term to inform where to invest.
Research Projects
- Coordinate development of research briefs, project set up, agency supervision and reporting on findings from ad hoc consumer trackers such as: consumer observatories, pack & label refresh, liquid optimization, activity trackers, national consumer promotions, emerging channels, shopper & consumer understanding among others.
Innovation Planning
- Concept, Product & Label testing of innovation brands.
- Monitoring & evaluation of innovations through the post launch tracker (PLT).
- Opportunity sizing for innovation brands.
Other deliverables
Data mining
- Leading and guiding brand and customer marketing teams in retrieving and interpreting data off our major trackers (Retail Audit, Pricing Tracker, BGS, adhoc trackers).
- Round up relevant internal data (Shipment, Depletions, ROS) for data triangulation.
External data consolidation:
- Identify and refer to relevant external data sources (secondary and otherwise) to answer existing and emerging business questions as per need.
- Be attentive to and manage macro data vendors (Euromonitor, IWSR, etc.) for relevant information to the business.
Admin
- Raise POs as needed, contracts processing through procurement, refresh the research agencies on Responsible Research.
Qualifications, Skills, and Experience required.
Qualifications
- A graduate
- Background in statistical analysis
- 3+ years’ experience in research and/or marketing environment
- Experience in both quantitative and qualitative research techniques.
Functional Skills:
- Strong experience in related roles (some experience with FMCG organizations would be beneficial); experience of agency environment would also be beneficial (brand consultancy or market research)
- Solid understanding in consumer learning techniques, using tools creatively to unearth insights.
- Good understanding of qualitative and quantitative research techniques. Able to guide agencies in design, analysis and reporting.
- Skilled project manager: able to manage research agencies and projects.
- Pre-requisite knowledge in financial principles of productivity.
- Background in statistics and analytical skills is an added advantage.
Leadership Skills:
- Good communicator, with an ability to interact seamlessly with those from different backgrounds, levels of seniority, and perspectives.
- Confident to challenge existing thinking to find more effective ways to understand consumers.
- They thrive in a constantly evolving environment and can work with high levels of ambiguity with a strong orientation to results.
- They have a global perspective on the world and are in-tune with what is driving consumer behavior and popular culture at a local level.
Worker Type : Employee
Primary location : Nairobi, Kenya
Job Posting Start Date : 22nd August 2024