Consumer & Market Insights Manager

Key Responsibilities:

1) Build & Establish the CMI Function (Foundational Work)

Design the “operating model” for the CMI function (processes, roles, governance).

Set up a “roadmap”, covering short-, mid-, and long-term insight needs.

Define standards for:

data collection quality

reporting cadence / frequency, and templates

insights-to-action processes

Establish relationships with internal teams (e.g., Category, Sales, R&D, Digital, Customer Experience) to ensure insight relevance.

Outcome: CMI function becomes a trusted decision-support partner to Marketing and leadership.

2) Consumer Research & Customer Understanding

Plan and execute consumer and customer research, such as:

Segmentation Studies

Brand Health Tracking

Brand Equity Research

Journey Mapping

Concept & Product Testing

Pricing and Value Perception Studies

U&A (Usage and Attitudes)

Retail Audit

Translate findings into actionable recommendations for:

Product positioning and messaging

New product launches

Channel and Campaign targeting

Customer Experience improvements

Category in-market performance improvements

3) Data Analytics, Measurement & Insights Synthesis

Develop insight-driven analytics capabilities by leveraging available data sources (internal + external).

Build & maintain dashboards and reporting for key KPIs such as, but not limited to:

awareness, consideration, preference

brand funnel metrics

NPS / customer satisfaction / complaint drivers (as available from Customer Experience function)

Campaign performance interpretation (linking spending to outcomes, where relevant)

Retail Audit outcomes & insights (e.g.: market shares, distribution, … etc.)

Ensure insights are linked & synthesized into clear narratives, not just data outputs.

4) Propose & Lead Research Strategy with ROI Focus

Recommend the right research methods based on business questions and decision timelines.

Create research briefs, manage vendors / agencies, and ensure study quality.

Build business cases for research investment and prioritize based on expected impact.

5) Stakeholder Enablement & Governance

Present insights clearly to the CMO and cross-functional teams.

Run insight forums/workshops (e.g., quarterly “insights & implications” reviews).

Establish decision guidelines: which KPIs & insights are needed, when, and for which decisions.

Ensure insights are documented and reusable (knowledge base / playbooks).

6) Innovation & Continuous Improvement

Continuously improve insight methods (e.g., adoption of new research tools, faster turnaround approaches).

Stay current on best practices in consumer insights and market intelligence.

Where relevant, introduce automation to reduce manual reporting and speed up insight delivery.

Education

Bachelor degree in Marketing, Business, Economics, Statistics, Psychology, or a related field

Master’s degree / MBA / equivalent experience is a plus (not mandatory)

Experience

Minimum 8-10+ years in consumer insights, market research, analytics, or marketing intelligence

Proven experience building or significantly scaling a CMI function

Experience working with senior stakeholders and translating findings into strategy

Research & Analytics Skills

Strong grounding in research methodologies (quant + qual)

Ability to design analysis and synthesize findings (not only reporting)

Proficiency with analytics tools and/or BI (e.g., Excel, Power BI, … etc.)

Technical/Tools (Preferred)

BI & dashboarding tools: Power BI (or equivalent)

Survey tools: SurveyMonkey (or equivalent)

Data sources: customer panel data, e-commerce analytics, retail audit data, brand tracking tools (where available)

Competencies & Behaviors

Data-to-Insight Translation: ability to turn complex findings into relevant insights

Strategic Thinking: aligns insights to business priorities and timing

Executive Communication: concise, persuasive presentations to CMO level

Research Rigor: strong quality control and method selection

Customer Empathy: focuses on consumer needs, motivations, and behaviors

Build-and-Own Mindset: comfortable establishing processes from scratch

Continuous Improvement: improves speed, quality, and usefulness of insights over time