Consumer Insights Lead

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