Consumer Insights Manager at The Heineken Company

Purpose

Utilise various internal and external data sources to build a bank of knowledge and learnings from data that will help to shape and inform the Marketing and Sales teams strategic thinking, activity choices, forecasting and planning, not only for their brand but for the business, using fact-based information to make decisions around profitability and SKU mix

Key Responsibilities

Data Analytics

• In conjunction with other functions understand the various internal data sources available and develop a system that allows Marketing to draw on those data sources and translate them into meaningful insights
• Ensure synergies and efficiencies cross-functionally
• Utilise data insights to make recommendations on forecasting to optimise commercial performance (sales and profitability across the portfolio)
• Provide ongoing brand commercial insights and proactively share findings and insights to ensure that we are ahead of the game and not being reactive
• Support brand planning and building process by working closely with the brand team to understand pack, region, channel and key account dynamics within their brand to ensure the correct business decisions are being made to drive the brand forward
• Proactively engage with various stakeholders to facilitate deeper understanding of analytics
• Track new launches ensuring that the team is aware of their performance as early as possible to be proactive rather than reactive to ensure best outcome for the brand and business
• Be available to assist brand team in interpretation of data or ad hoc analysis of data and support S&OP process

Data Quality & Access

• Maintain and manage data sources and relationships with internal stakeholders and agency partners (if necessary) ensuring data integrity is at the heart of the function
• Provide a platform, that is easy to access and use, to the marketing team
• Work cross-functionally to ensure that there are synergies of data access and avoid duplication of efforts

Shape the Business

• As custodian of various data sources – take ownership of the hub of knowledge on these data sources and use this knowledge to inform and guide business decisions around forecasting and driving profitable growth

People

• Lead personal development and career development
• Upskill colleagues through imparting knowledge and empowering them
• Build strong relationships within team and broader business
• Cross Functional collaboration & key internal stakeholder relations are essential to ensure alignment with the broader business

Marketing Insights

• Gather and interpret marketing Insights
• Present market insights
• Steer sales and trade marketing focus through market insights

Job Requirements

• Relevant Tertiary Degree, Post Grad Marketing
• 5 years+ data analytics / insights experience
• Sub Saharan Africa experience essential
• Proficient using the latest versions of Microsoft Word, Excel, Powerpoint, Pivotables, Nielson, Media.
• Excellent data analysis skills with the ability to distil higher level insights from a macro point of view as well as getting to the detail\
• Excellent presentation skills
• Working with big data and BI advantageous
• Working with database management advantageous