Consumer Insights Manager

1 week ago

Mumbai, India Marico Limited Full time

Purpose of the Role:

To manage consumer and marketplace information needs for Marico and to provide insight – driven recommendations for business decisions


Qualification & Experience

• Total of 7 – 9 yrs of Market Research experience and at least 2 specific work experiences between Nielsen RMS/Nielsen Bases/ Kantar Household Panel/Kantar Tracking and Link Testing/Client side.

• An in-depth understanding of various quantitative research tools, techniques & processes

• Should have sound knowledge of standard research processes & practices

• Sound knowledge of statistics

• Basic qualitative research aptitude

• Sound analytical skills

• New age tools & techniques (Exposure in at-least 2)

• Online Surveys

• Digital communication evaluation & effectiveness testing

• Eye Tracking

• Using Social Media Analytics to generate insights


Key Deliverables of the Role

• Lead:

o Customized insights on all the live/in-market brands e.g., product & concept development, communication development, mix validation & optimization, pricing, post launch assessments. Own process from brief to insight delivery include brief refinement & issue, potential tools, evaluating agency’s “appreciation of brief”, signing off the agency selection (design, cost, timelines), own input & output quality including stakeholder presentation

o Tracking & syndicated tools for the categories assigned (equity track, purchase panel, retail off takes & any omnibus subscriptions).

o Scan, shortlist, adapt & build new age tools which can help in building new capabilities in Insighting.

• Manage:

o Insights for all research –both qualitative & quantitative and ensure dissemination of insights in most efficient and impactful manner for assigned categories

o To be a custodian of knowledge of past work and current trends on the category

o Coordinating with research agencies & the Analytics Manager to enable the category teams to analyze performance of the brand activation plans.

• Support:

o Day to day business performance reporting

o Insights/Analytics needs for the Annual Operating Plan (AOP)

o Analytics projects –retail analytics, assortment analytics

o Brand & Category Strategy –basis consumer & market segmentation and consistent with Portfolio / Pricing strategy

o Stakeholder management especially on the overall in sighting strategy

o Agency management to ensure best quality output for business questions at the best value


Knowledge, Skills & Competencies:

• Bias for Action

• Plan for Long term

• Be Boundaryless

• Think & Act Consumer

• Seek Opportunity

• Pursues Excellence

• Functional Skills

• Conceptually sound, nuanced understanding & sharp articulation

• Communication skills

• Clear understanding of input-output & usability for business

• Quantitative & Qualitative diagnosis of market, consumer/customer & competitor situations to enable business decisions

• Willingness to travel at short notice

• Planning Skills

• Ensures alignment of all stakeholders

• Strong Systems and Process orientation

• Translates new ideas into workable plans, with a process driven mind-set

• Adaptability to quick changing business scenarios Networking & Influencing skills

• Interpersonal skills -ability to relate with people

• High on Initiative & Advocacy Leadership Skills

• Strong “Voice of Consumer” stance

• Highly self-motivated & a self-Starter


Reporting Relationships

• Marico Marketing Team (Mainly in India and across other countries, R&D, Sensory & Shopper Insights In India

• Sales, Finance, Agencies

• Extensive Interaction (on research products) with India Insights Managers

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