Brown-Forman Consumer and Shopper Insights Manager in Guadalajara, Mexico
This new, pivotal strategic role will act as a catalyst for big, profit driving consumer ideas, inspiring brand teams and senior leadership, by understanding what matters to consumers, shopper, customers and delivering insights which unlock significant brand and business growth. Under the guidance of the Mexico Marketing Director and of LAR Insights Manager, and working closely with the Category Insights and the Business Insights Manager, the role holder will be a strategic ‘thought partner’ in the development and identification of opportunities for the MX business growth. The role will provide local Brand teams, the Marketing Director, and the Innovation Marketing Manager, with insightful, actionable consumer understanding, strategy recommendations, research implementation and analysis. The person will work in tandem with the Insights team in LAR and globally as necessary.
Meaningful Work From Day One
The role will assist the Mexico Marketing Director in informing and influencing the brands, portfolio, and innovation strategy. The person will understand the power of insights and creativity, acting as a strategic thought leader in the development and evaluation of Mexico brand building and innovation agenda.Will be an integral member of the Marketing team, contributing to brand learning and strategy development. The person will manage research, participate in ideations and brainstorms, and help identify compelling insights and use them to help develop inspired solutions to business issues and opportunities.
What You Will Experience
Strategic Planning and Insight Development
Interrogation of macro consumer data sources to uncover relevant trends
Development of brand situation analysis, based on robust, holistic consumer and business understanding
Collaborates with local brand teams in the development of short- and long-range brand building strategies by performing analyses, drawing conclusions and preparing recommendations, including setting up consumer-led KPIs as appropriate
Supports the I&S (Ideation & Strategic brand planning)S&I (Strategy & Ideation) / brand planning process by providing insightful inputs across brands in key markets, bringing expertise to the table as’ the voice of the consumer.
Bring a consumer perspective and understanding to brand conversations.
Bring deep consumer understanding to brand positioning work.
Consumer knowledge development
Identifies and prioritises gaps in knowledge and understanding, to inform development of research plans that meet needs. Recommendation of qual and quant methodologies against these needs, driving actionable insight.
Answers data, research and insight queries, drawing on ability to manipulate databases, using continuous and ad hoc data sources, interpretation of qual and quant data and the ability to convert this into real information
Analyses and interprets the Brand Tracker and other data to help answer brand issues and unravel new insights.
Utilises all other available sources to identify relevant consumer trends and behaviours and synthesise with other learning i.e. IWSR and other data sources available.
Works closely with the Category and Business Insights Manager, to ensure holistic 360 analysis.
Work closely with the digital team to enhance consumer understanding through social media and digital program evaluation
Systematically mines existing data to identify insights, gaps, issues, opportunities, and actionable insights.
Actively seeks new ‘discoveries’ from a wider range of sources: longer-term trends for consumer, technology, adjacent categories, geographies and their peculiarities, local spirits brands/players etc.
Proactively bring business-building ideas to the team.
Research Implementation and Insight Generation
Manages the design, commissioning, implementation and monitoring of consumer research, coordinates activity with external research companies. Manages the process from brief, hypothesis generation, through fieldwork, to debrief. Ensures key implications are shared with stakeholders in a timely manner and actionable outcomes identified.
Commissioning of brand audits to unearth insights to inform brand strategy evolution/refinement.
Leads analysis and presentation of research findings and provides recommendations for brand building.
Uses best research models and approaches to optimize results within budgets.
Along with Brand team and Innovation Manager will assist the new product/brand innovation opportunity investigation and testing and opportunity sizing.
Facilitate sessions that help team members develop new ideas
Supports Innovation Manager and Mexico Marketing Director in building capability and developing and embedding BBI approaches and tools in the market.
Participate on regional/global special Insights projects as appropriate
What You Bring to the Table
BA degree in marketing or business
7+ years consumer planning or equivalent expert role in consumer goods
Excellent quantitative research skills and experience with qualitative research
Excellent written and oral communication in English
Dual research agency and client-side experience preferred
Well versed in the digital world
Willingness to travel as necessary
IT literate, excellent knowledge of panels and data analysis software and an aptitude for the manipulation and interrogation of databases (SPSS, Desktop Reporter)
Experience with different types of research: U&A studies, segmentation studies and concept evaluation
Proficient with Microsoft Office Products (Word, Excel, PowerPoint)
Advanced statistical analysis skills, working with different data sources, drawing formed, logical conclusions. Can synthesize various sources of information into compelling and relevant hypotheses.
Attention to detail and accuracy are essential
What You Can Add to the Recipe
Experience in spirits/beer/luxury/beauty industry
Business Area: Emerging International Division
Req ID: JR-00002093