Purpose Statement
Lead the development of in market consumer, customer and competitor insights to improve marketing deployment for Southern African Market countries. Drive a Regional business performance assessment, through robust analysis of, amongst others, Shipment data and Nielsen Retail Audit/Scantrack information. Conduct market research in line with Global and Regional agenda and foster enhanced consumer centricity.
Key Deliverables
1. Operational:
• Lead the development of in market consumer, customer and competitor insights by:
– Drive a Regional business performance assessment, through robust analysis of, amongst others, Shipment data and Nielsen Retail Audit/Scantrack information.
– Knowledge and use of relevant analytical tools such as BO, Fener, Nielsen Answers.
– Developing and maintaining comprehensive competitive analysis.
• Conduct market research in line with Global and Regional agenda:
– Ensuring guardianship and correct application of ORACLE methodologies within the End Market.
– Ensuring implementation of all marketing research & information common platforms and best practices.
– Ensuring research briefs are addressing consumer centric business needs.
– Providing the marketing team with appropriate training in the effective use of marketing research systems & information analysis.
• Drive the delivery of the Insights Learning Review to feed global strategy deep dives.
• Provide input into marketing projects in related areas to ensure the timely input of a consumer centric perspective and up to date findings.
• Support Manager in identifying and recommending new business opportunities through actionable and forward looking insights delivery.
• Provide insights to understand consumer behaviour, perceptions and needs in relation to the product landscape, to drive the development of differentiated offers into our portfolio.
• Support development and delivery of End Market Consumer insights and diagnostics to inform brand strategy, improve deployment and drive business towards consumer centricity.
2. Leadership:
• Lead forward-looking, actionable insight delivery through robust research methodologies resulting in informing decisions with a consumer centric perspective.
• Drive organisation to a more consumer centric and insights led approach.
3. Management:
• Manage all research projects in line with Global and Regional agenda and this is effectively integrated into the management information system and communicated to the Management Team.
• Design, implement, control, analyse, interpret and report research projects following ORACLE guidelines, within time and budget.
• Select and effectively manage external suppliers for consumer centric projects.
• Ensure resources are allocated to consumer centric projects.
4. Relationship:
• Ensure effective relations within the SP&I team and cross functional networking to develop effective and integrated insights.
• Ensure effective cross category networking to support assessing smokers holistically as consumers.
• Foster enhanced working relations with external information providers such as Nielsen and Kantar.
5. Innovations:
• Continually improve the quality of insights, tools and processes within the function to optimise strategic contribution to business decision making.
Essential requirements
• BSc Degree in Psychology, Sociology, Economics or Statistics.
Desirable requirements
Skills
• Working knowledge of basic psychological theory.
• Comprehensive knowledge of SP&I Common Platforms, Best Practice methods & procedural systems.
• Experience in managing a research budget and in selecting and managing external suppliers.
• Good understanding of IT systems and applications (PowerPoint, Word, Excel, etc)
• Effective communication and presentation skills.
• Confident and fluent in public speaking (fluent in English both oral and written).
• High level of attention to detail, thorough analytical skills, rational decision making, objectivity, creativity and good negotiation capacity.
• Strong interpersonal skills and being a ‘team player’ are essential.
• Strong analytical skills as well as strategic thinking abilities.
Experience
• Minimum of three years SP&I experience in a leading FMCG company covering all aspects of research methodologies and principles including both conventional and state of the art techniques and their application in the Consumer research area.
Working at BAT
British American Tobacco (www.bat.com) is a market leading, global organisation with a long, established history and a bright and dynamic future. Thanks to our people we have continued to deliver growth and exceed expectations in an increasingly complex and challenging marketplace.
Our aim is to become the leading tobacco company in each of our markets by providing excellent products with confidence and responsibility expected of global consumer brands.
If you have the talent and motivation to help us succeed you’ll find we are equally committed to helping you reach your full potential too.
Employing company British American Tobacco South Africa
Deadlinel Date 13-Oct-2015
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