Senior Manager, Marketing Strategy & Insights

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Job Responsibility

Consumer insights

• Define insights protocols and deliver insights for brand strategy
• Development of creative strategy insights in support of business and creative brief, early and late-stage creative development, consumer co-creation, evaluation and testing.
• Development of campaign strategy insights in support of campaign development, consumer co-creation, evaluation and testing.
• Development of innovation opportunity identification, concept development and assessment, product and packaging development, early and late-stage consumer co-creation, evaluation, testing and tracking.
• Devise, manage and deliver insights to support launch of new regional and local brands, driving the innovation pipeline, development of visual identity for regional and local brands and development marketing campaigns for regional & local brands
• Application of product-concept testing protocols for innovation projects (with TCR, R&D)
• Work together with IMX team to develop insight to support creating E2E consumer journey more effectively and efficiently.

Shopper insights

• Partners with the Category team and the CCL team with clear actionable commercial insights based on primary sales, channel, pack, price linked analytics
• Executes all ad hoc research projects across categories that include price, pack or channel variables - example conjoint studies
• Delivers insights to IMX to support package design, design guidance and standards and apply thinking marketing around E2E shopper journey (Experience Orchestration and Experience Consistency)
• Executes shopper understanding with focus on key OU channels and shopper journey. Generates key shopper insights by channel
• Unearths digital shopper insights and works closely with the CCL and IMX teams to drive the execution of digital and ecommerce plans

Qualification & Requirements

Experience

• 7-10 years of experience including Business intelligence (Priority), Consumer / Shopper Research, Marketing / Business strategy

Profile

• Always obsess for and stay connected on the new ways on driving insight
• Be a key partner to enable better business decision making founded on deep insight.
• Collaborative in nature, comfortable both contributing to and utilizing global insights, strategies and activations from around the network
• Be a visible and proactive contributor.
• Be a fact-based voice, gaining seat at the table in business process and decision making.

Work Focus

• Able to work on frameworks and research models for diverse marketing and consumer insights problems.
• Required to tackle structured and unstructured problems coordinating all phases of analysis from formulation to conclusions / recommendations.
• Ability to orchestrate multiple stakeholders, delivering the highest priority in a holistic fashion.
• Ability to analyze complex issues and bring together multiple concepts across functions to define the strategic opportunities for the business.

Communication Focus

• Good to be a clear and inspiring communicator. Must be able to translate insights information into compelling business implications and call to action/ recommendation to the business.
• Good in multipoint / multilevel communication. Comfortable interaction with Marketing and Category leads, and IMX, Front Line teams.
• Comfortable in high pressure and uncertain environments including contract negotiation, strategy and business review discussions. Communication style: Calm / collected under pressure. Fact based argumentation.
• The role communicates internally across OU Mkt (category team, IMX), OU C&CL, CCMG, digital, BI team and the broader insights community (Global team + 8 OUs + Platform Service).

Key Knowledge Requirements

• MASTERY OF (REQUIRED)
• CONSUMER & SHOPPER RESEARCH TECHNIQUES
• STRONG DATA ANALYTICS SKILLS, INCLUDES BIG DATA ANALYSIS TECHNIQUES
• AGENCY AND PROJECT MANAGEMENT

Broad Expertise (Good to Have)

• EXPERIENCE IN BI TEAM IN FMCG
• EXPERIENCE IN FMCG MARKETING
• EXPERIENCE IN RESEARCH AGENCY

Skills:

Media Planning; Waterfall Project Management; Influencing; Consumer Trends; Collaborative Leadership; Forecasting; Consumer Segmentation; Quantitative Research; Digital Media Strategy; Competitive Assessments; Channels Strategy; Microsoft Office; Group Problem Solving; Brand Positioning; Communication; Social Media Strategies; Decision Making; Syndicated Research; Retail Marketing Strategy; Brand Storytelling; Channel Management Annual Incentive Reference Value Percentage:15 Annual Incentive reference value is a market-based competitive value for your role. It falls in the middle of the range for your role, indicating performance at target.

Information :

• Company : Coca-Cola
• Position : Senior Manager, Marketing Strategy & Insights
• Location : 上海市
• Country : CN

How to Submit an Application:

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