Consumer Insights Lead

Job description / Role

The Consumer Insights Lead role is to drive and implement the Consumer Insights action plan, to provide relevant and actionable learnings to fuel the growth strategy of the business. He is responsible for the addressable target, segmentation studies, Brand health & tracking, consumer & shopper research across all beauty categories and all divisions and for social listening.

DUTIES AND RESPONSIBILITIES
• Conduct all consumer & shopper research and drive insights for LOME: Consumer knowledge studies & Trends (U&A, Consumer updates, segmentation), Brand equity & Brand health tracking, Efficiency and go-to-market studies (Media mix modelling, Shopper studies, Call backs, digital activation tests), Media studies (Link tests), Qualitative research (focus groups, individual interviews, consumer visits), Innovation (product mix evaluation, CUT), Prospective studies, Social listening (monthly category reporting and identifying trends)
• Lead the collection and systematic analysis of country market data (macroeconomy, socio-economy, culture, demography, media plans, etc.), ensuring information quality and accuracy. Analyze the evolution of the markets, the sector and the competition’s activities, to inform the country business strategy
• In depth strategic watch (consumer, competition, new business models), identify the major trends of the market to detect growth opportunities)
• Upskill local teams by sharing CMI expertise; build and transmit a consumer centric culture via workshops, restitutions, and creation of short decks
• Set up organizations and project teams, tools and methods adapted to the realization of the country consumer acquisition roadmap
• Support CMO/CMI for presentation to management
• Communicate, advice and influence the right levels in the organization to impact business decisions
• Consolidate and leverage local 360 analysis on key go-to-market topics to highlight strategic recommendations
• Contribute to international insights consolidation by sharing local consumer journey and go-to-market insights with CMI Zone representatives
• Manage the CI budget

Requirements

KNOWLEDGE AND EXPERIENCE
• Minimum 3-4y of full time experience in a multinational
• Ideally from the region or who has been based here for a few years already.
• Senior marketer with strong analysis experience (Nielsen), who has been exposed significantly to research already (qual and quant methodology – ideally from an FMCG background) & great affinity with consumer insights who understands brand strategies
• OR CMI Manager based in Dubai handling KSA market ideally from a FMCG/Beauty background
• OR Research expert background from agency with experience in KSA market (dealing with FMCG clients on quanti & quali research – Ipsos,Kantar, IFOP, Nielsen etc) willing to come to client side

SKILLS AND ABILITIES
• Strong Arabic necessary (being able to challenge concepts and insights in Arabic and to write questionnaires from scratch)
• Affinity with insights
• Very agile with data (brand KPIs, product experiences, market & shopper) and analysis (statistics savvy & makes numbers meaningful)
• Strong communication skills (communicates insights with impact, clarity and conviction)
• Strong project management
• Is future oriented & detects new trends
• Summarizes and leverages 360 data (incl digital, CRM, media, retailers…) as the consumer champion
• Able to guide and challenge business needs into a brief
• Leads projects until results integration

About the Company

For more than a century, we have devoted our energy and our competencies solely to one business: beauty. We have chosen to offer our expertise in the service of women and men worldwide, meeting the infinite diversity of their beauty desires. We are committed to fulfilling this mission ethically and responsibly.