Brown-Forman Senior Category and Shopper Insights Manager in London, United Kingdom

Job Description:


This role is key to helping drive Brown-Forman UK’s growth agenda, by informing and influencing the brand, trade, category, sales and commercial team thinking and decision making, based on the deep market, category, shopper understanding, insight and analysis. The role will deliver insights into the brand, competitor, category performance, shopper behaviour and needs, to help brand and trade marketing, innovation, sales and commercial teams generate strategies, plans and programmes for driving growth and category share. The role will work closely with internal customers, to identify research and analysis needs, then provide accurate, timely analysis, market intelligence and insight, based on relevant data. The role will work closely with trade marketing, to support the development of on trade, off‐trade and e-commerce strategies and plans. Based on internal customer goals and needs, the role will work with the Head of Planning and Innovation and Senior Consumer Insights Manager to build the annual research strategy, plan and budget each year. Given the scope of the role, it is essential the role collaborates closely with Sales, Brand Marketing, Trade Marketing, Category, Sales and Commercial teams. The role is responsible for analysing brand performance, shopper, competitor, pricing and distribution dynamics across channels, to help teams evaluate performance against plan and refine marketing and sales plans as necessary. The role will seek out and analyse all trade and consumer data sources available, to draw conclusions and insights which help shape marketing and sales strategies and identify new opportunities. The role will also interact with the Europe BBI team to develop and share key category and shopper learnings and actionable insights, which may have relevance for other markets.

Basic Function:

  • Category and Shopper insight generation

  • Brown-Forman UK's performance reporting based on retail data

  • Execution of analyses regarding special Sales, Trade and Brand Marketing issues

  • Identification of opportunities within existing customers and new channels eg. e-commerce

  • Manage market and shopper insights/ad hoc analyses for marketing and commercial teams

  • Manage day to day relationship with external agencies: Nielsen/CGA, Kantar

  • Evaluation of research methods and market, category and shopper research providers

  • Mining of Nielsen and CGA and commissioning deep dives where needed

  • Pitch and contract renewal for continuous research services/insights, in collaboration with BBI Europe Director and Head of Planning and Innovation

  • Provide insights for strategic planning, managing continuous insights for on, off and e-commerce

  • Utilise all sources to identify relevant trends and behaviours and synthesise with other learning

  • Use best practice research methods and models

  • Collaborate in the development of short‐term and long‐term brand building strategies by performing analyses and preparing recommendations to enhance strategic efforts

  • Generate reports that analyse customers, competition and the industry using charts, graphs and explanatory text, offering insights about product potential and marketing strategies

  • Support the Marketing team in specific ad hoc projects and lead market/channel/brand audits

  • Coordination and conduct of market research studies, leading external agencies, in coordination with Sales, Brand Marketing, Trade Marketing and Category Development

  • Participate in Sales Force, Channel Plan and select brand and customer meetings, as needed

  • Identifying new, growth opportunities based on data analysis

  • Support the I&S process by contributing to the preparation of insightful inputs across brands

  • Participate on teams within Consumer Planning and on ad hoc special projects as appropriate

  • Participate in Research Community team meetings to enhance Consumer Planning skills

Must Experience:

  • Experience in shopper /category market research or related field

  • Strong understanding of sales and category management as well as brand and trade marketing

  • Integrating data for maximum insight with ability to translate into clear, actionable recommendations

  • Fluent command of written and spoken English

  • Experience of using data panels

  • 6+ years experience with category and shopper research (preference for luxury/alcohol)

  • Willingness to travel domestically and internationally as necessary

Preferred Experience:

  • Good knowledge of Off‐ and On‐Trade channel & customers and e-Commerce


  • Advanced statistical analysis: Familiar with using broad range of category and shopper research and sources of data (Nielsen/CGA, Dunnhumby, Aimia, Kantar etc)

  • MS Office applications ‐ IT literate

  • Attention to detail and accuracy essential

  • Ability to manage multiple projects at any given time will be key

  • Strong presentation skills and gravitas to put research into business terms and persuade colleagues and external stakeholders and retailers with the insights provided

#ND 1

About Brown-Forman:


For more than 145 years, Brown-Forman Corporation has enriched the experience of life by responsibly building fine quality beverage alcohol brands, including Jack Daniel’s Tennessee Whiskey, Jack Daniel’s & Cola, Jack Daniel’s Tennessee Honey, Jack Daniel’s Tennessee Fire, Gentleman Jack, Jack Daniel’s Single Barrel, Finlandia, Korbel, el Jimador, Woodford Reserve, Old Forester, Canadian Mist, Herradura, New Mix, Sonoma-Cutrer, Early Times, Chambord, BenRiach and GlenDronach. Brown-Forman’s brands are supported by nearly 4,600 employees and sold in approximately 160 countries worldwide

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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: London

State: Int'l

Country: United Kingdom

Req Type: Exempt

AutoReqId: 3709BR