Brown-Forman Senior Consumer Insights (BBI) Manager (Maternity Leave Cover) in International, United Kingdom

Job Description:

Scope:

This new, pivotal strategic role in No.2 Brown Forman market globally will act as a catalyst for big, profit driving consumer ideas, inspiring brand teams and senior leadership, by understanding what matters to consumers and delivering insights which unlock significant brand and business growth. Under the guidance of the UK Head of Innovation and BBI and BBI Europe Director, and working closely with the Senior Shopper and Category Insights manager and Area Marketing Director, the role holder will be a strategic ‘thought partner’ in the development and identification of UK business growth opportunities. The role will provide brand teams, the Area Marketing Director, Head of Innovation and BBI and Innovation Marketing Manager, with insightful, actionable consumer understanding, strategy recommendations, research implementation and analysis. The person will work in tandem with the BBI team across Europe and globally as necessary. The role will assist the UK Head of Innovation and BBI and Area Marketing Director in informing and influencing 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 BFUK’s brand building and innovation agenda. S/he will be an integral member of UK 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. They will be a champion of their role as well as a representative of the Brown-Forman BBI function in and outside B-F.

Responsibilities:

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 (strategic brand planning) process by providing insightful inputs across brands in key markets, bringing expertise to the table as’ the voice of the consumer

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 eg. IWSR, Euromonitor, TGI, and other data sources available

  • Works closely with the Senior Category and Shopper Insights Manager, to ensure holistic 360 analysis

Opportunity Identification

  • Systematically mines existing data to identify insights, gaps, issues, opportunities and actionable insights for the UK

  • 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

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

  • New product/brand innovation opportunity investigation and testing

  • 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 optimise results within budgets

Special Projects

  • Supports Head of Innovation and BBI, UK/ROI/BeNeSwitz Marketing Director and Europe BBI Director in building capability and developing and embedding BBI approaches and tools in the market

  • Participate on regional/global special BBI projects as appropriate

  • Participate in Europe and Global BBI team meetings to learn and share best practice

Must Experience:

  • BA degree in marketing or business

  • 7+ years consumer planning or equivalent expert role in consumer goods

  • Excellent quantitative research skills and understanding of/exposure to qualitative research

  • Excellent written and oral communication in English

  • Dual research agency and client side experience

  • 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)

  • 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 synthesise strands of information into precise, relevant hypotheses. Attention to detail and accuracy essential

Preferred requirements: Experience in luxury/alcohol industry

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About Brown-Forman:

COMPANY:

Brown-Forman, founded in 1870, is a diversified producer and marketer of fine quality beverage alcohol brands. Headquartered in Louisville, KY, Brown-Forman currently employs about 4,000 people and has offices or facilities in 30 cities across the globe. Starting in the mid-1950s, the company began a series of acquisitions that would place it among the top 10 largest spirits companies in the world, selling its brands in more than 135 countries across the globe. These include many of the most well-known and best-loved wines and spirits brands, including Jack Daniel’s, Southern Comfort, Finlandia Vodka, Old Forester, Woodford Reserve, Herradura and el Jimador Tequilas, and Korbel champagnes. For more information about the company, please visit http://www.brown-forman.com.

Brown-Forman Corporation is committed to equality of opportunity in all aspects of employment. It is the policy of Brown-Forman Corporation to provide full and equal employment opportunities to all employees and potential employees without regard to race, color, religion, national or ethnic origin, veteran status, age, gender, gender identity or expression, sexual orientation, genetic information, physical or mental disability or any other legally protected status.

Business Area: Europe

City: International

State: Int'l

Country: United Kingdom

Req Type: Exempt

AutoReqId: 3580BR