Shopper Insights Manager

3 weeks ago

Johannesburg, South Africa Diageo Full time

Job Description:
Role Overview:
The role of the Consumer Planning department is to proactively provide a holistic, end-to-end view of the growth opportunities in our market and to guide the development of interventions to harness these opportunities from a culture, consumer and shopper point of view. This team is expected to uncover deep penetrating insights about occasions, purchasing and consumption behaviours and use these insights to inspire marketing strategies and plans which ensure we drive purchase through all channels.

Key Responsibilities:

- Commercial planning: develop strategy and plan execution: work in close partnership with the commercial teams to ensure Business Plans are based on the understanding of shopper needs & motivations, revenue growth management and category growth drivers.
- Trade and category strategy
- Execution standards: price, share, distribution
- Plan & develop growth drivers
- Category management and outlet segmentation
- Channel development: understand category dynamics and the shopping missions in the channel and recommend the corrective actions to capture growth opportunities and adapt our plan’ develop the understanding, insights and implications enabling Shopper Marketing to create growth drivers that deliver category growth and Diageo share disproportionately by changing shopper/consumers’ attitudes and behaviour.
- Manage performance: lead the activity review process and have data-informed conversations with sales, marketing, finance and supply to improve performance, effectiveness, efficiency and drive sales forecast accuracy. Own the executional standards; include those in Commercial Scorecard reviews, closing gaps on share, pricing, distribution and visibility. Ensure that all plans and projects agreed on during commercial planning are realized. Provide all the right input to deliver great reviews and work closely with commercial operations and performance teams to set up the routines to review and accelerate/correct performance.
- Allocation and deployment of shopper planning resource and investment. Measurement: share versus competition, category growth, NSV, Brand health, Distribution, Visibility, Promotion.
- Own and carry out data analysis e.g. retail audit, scanned/till point, Internal Salesforce effectiveness data, customer data and ex-factory data, for various retail channels. Translate shopper
- and consumer trends into tangible in store propositions to grow share ahead of the competition.

Requirements

Qualifications:

- Marketing qualification - degree / diploma.
- Suitable post graduate qualification is desirable.

Experience:

- Minimum 5 years’ experience in deep Insights / Consumer Insights
- Experienced in directing and managing complex planning & research projects, including a demonstrated understanding of what can and can’t be achieved via different techniques and approaches.
- Proactively defines and communicates opportunities for growth for the market, categories and brands and articulates what it will take to realize these opportunities.
- Seeks out deep consumer/shopper/category insight and implications that will drive penetration growth.
- Ensures findings from measurement and evaluation are applied to increase efficiency of our A&P spend.

Worker Type:
Regular

Primary Location:
Waterfall

Additional Locations:
Job Posting Start Date:
2024-11-18

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