Market & Brand Insights Manager Heineken Brand

1 day ago

Johannesburg, South Africa Heineken International B.V. Full time

We Go Places How about you?
Immediate Superior: Sharon Peskin
Job Grade: 20
Location: Johannesburg
Function: Commerce
Sub Function: Commerce - Marketing - Brand Management
Type of Contract: Permanent
Reference Number: 127234
Closing Date: 27/12/2024

Purpose of the Job

Key Responsibilities

Driving a data and insight driven culture:

- Champions a data driven culture: Identifying opportunities and risks within the broader business environment through well substantiated information which can be integrated into decision making and action plans.
- Drive our competitive insight advantage: by being close to and inspired by the market and consumers as well as able to act as a hub of information connecting various information sources to form “bigger picture” viewpoints and insights.
- Identify opportunities and risks within the brand portfolio, markets, consumers and shoppers; and use above-brand insights to drive strategic thinking forward at a macro level.

Translates research findings into meaningful insights, recommendations, and business implications to aid decision making and influence strategic direction:

- Provide direction and value-add: by building insights and implications onto brand research projects so as to inspire action through consumer orientation.
- High quality results: manages agency relationships to ensure results are aligned to business and brand objectives.
- Manages expectations on usage of insights: educates clients on how the research can and can’t be used.
- Demonstrates best practice and explores innovative new approaches: to ensure research approach and implementation are best in class in the industry.
- Investment alignment to decision risk: Management of stakeholders on best approaches which should be used or should not be used for the quantum of the business decision and resultant impact.
- Use of correct methodology for the objective of the study.
- Day-to-day quality control: ensures best practice embedding across the project.
- Manages agency relationships: to ensure delivery of high quality research results aligned to objectives.

Lead brand health measurement program and category consumption dynamics:

- Fit for purpose Brand Health measurement: aligned with business and portfolio strategy, so enables measurement of progress on brand and category strategy.
- Monitoring of the brand plan KPIs: use key brand health metrics e.g brand power, and advise on course correction in terms of risk areas as well as opportunity areas.
- Global alignment on models and frameworks: Ensure the OpCo is kept up-date with new frameworks and embed understanding and usage.

Scan and synthesise global and local consumer and market trends for category and brand impact:

- Tapping into global and local trends: determining the category and brand impacts identified for action and forecasting of where the market may be moving.
- Drive utilisation of trend information: Identify actions and any deep dives relating to key local platforms.

Support to the ICP Process and delivery of performance & KPI dashboards:

- Support category/brand planning: Working closely with the brand team to understand marketing mix dynamics (eg. pack, region, channel and key account) within brands and to ensure business decisions are data driven and drive the brand in the desired strategic direction.
- Performance and KPI measurement: compile regular business reporting deliverables in line with local and global requirements for performance and KPI measurement.

Managing effectiveness and efficiency of brand campaigns and initiatives
- Develop MMM and ROI models: in collaboration with Global and supporting teams to assess marketing effectiveness and cost optimization.
- Cost efficient ways to assess brand TTL: campaigns including trade elements.
- Meaningful Activity Insights: insights which feed into a learning structure so as to uplift the marketing teams understanding of impact of their activities and develop a learning cycle so there is continuous improvement over time.

Job Requirements

1. Education:

- Bachelor’s degree in Marketing, Economics, Business Analytics, Data Science, or a related field; advanced degree or specialization in market research is a plus.

2. Experience:

- 8+ years of experience in the area of data analysis particularly in relation to retailer data and shopper.
- Personal effectiveness & excellence - Display an iterative learning mentality. Actively seeks out opportunities to learn and develop, and promotes learning and development in. othersResilience - Remains determined despite frequent obstacles. Possess high levels of EQ.
- Creative - The ability to use imagination and new ideas to produce solutions.
- Entrepreneurial - The ability to think ahead to spot or create opportunities and maximize them.
- Responsible & Accountable - The ability to work in a way that considers its impact on other people, organisational goals and the wider environment.

Competencies:

- Insightfulness - Balancing multipl

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