二氧化碳 - 2008-4-30 13:05:00
Marketing Director, Research & Insights (CBU)
Roles
The BU Research Director is responsible for generating business solutions based on an in-depth understanding of our consumer target. The CIM supports the decision making of the Franchise Management and the Marketing Department through recommendations based on consumer purchasing, consumption and attitudinal data. The CIM will work across four key areas;
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Working closely with Chief Marketing Officer to develop, improve & innovate in mapping & chartering marketing strategy for CBU
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Identifying and Rolling Out A&M Best Practice Models
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Monitoring and Building Brand Health
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Building Information Systems to improve decision making
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Manage research Agencies and introduce Ad Hoc Research
Accountabilities
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Identifying and Rolling Out A&M Best Practice Models
Work with agencies and the PCI system to analyse A&M Pull spending and the measurable results achieved in driving key consumer/business KPIs
With the VP/BU Marketing Directors, deliver proven models which identify optimal A&M Pull spending/plans by market category to drive consumer measures
Support the BU Directors in establishing quantitative best practice measures for key Pull spend categories and roll-out across the BU
Recommend improvements in A&M spending and priorities spend within the BU
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Monitoring and Building Brand Health
Identify key brand health issues and work up solutions with BU Marketing Dept
Ensure common systems in place to track brand health across the BU (Pepsi and Flavors)
Ensure clear communication of conclusions and actions across total BU Management
Find and implement continuous improvements to BU tracking of consumer purchasing, consumption and attitudes
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Building BU Consumer Information Systems
Working with the SC, ensure a first class data warehouse in the BU in place which drives management decision-making
Support the development of a strong Intranet with a useable library of PCI learnings
Track usage of data and make changes as appropriate
Make continuous improvements to data lead times to deliver actionable data quicker to management
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Manage Research Agencies and Ad Hoc Research Best Practice
Deliver competitive research agency contracts across the BU and conduct regular performance reviews
Leverage scale efficiencies wherever possible (e.g. PCI system, Power of One)
Establish best practice for ad hoc research
Act as a trainer for Market Managers to build research/consumer insights practice
Requirement
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Solid experience in insight & research with 2 years in consulting business
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Consumer goods exposure preferred
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Well versed in presentation decks & compilation
Marketing Manager – Insights
RolesLead the insights agenda for key product innovation. Implement local insights best practice and global research protocols to identify opportunities to grow the business. Work closely with marketing and cross-functional team (Headquarters + Regional + Local) to ensure consumer needs are understood and business opportunities exploited.Accountabilities·
Innovation and Marketing strategy
Lead the insights agenda for key product innovation gate-keeping process
Work closely with marketing /cross-functional team to drive the product innovation journey
Design and execute tracking plan to monitor the performance of new product launch
Map out key consumer unmet needs and growth opportunities to help formulate marketing strategy and plan
Bring consumer knowledge and expertise to the whole marketing team·
Best Practice Consumer Research
Lead implementation of local insights best practice and global research protocols & analytical processes
Independently design / execute / manage ad hoc consumer research (Qualitative + Quantitative)
Select / manage / evaluate agencies to deliver the high quality output and build world class capability Candidate Profile·
Personal Qualities
Strategic thinkingResults oriented. Self-motivated and passionate. Takes initiative with a “can do” attitude.Ability to work with different people and exert good organization impact with confidenceSound attention for details without losing focus on big picturePossession of highest personal integrity and standards·
SkillsStrong communication skill (in English and Mandarin) supportedGood analytical & organizational skills and robust presentation skillsStrong interpersonal and leadership skills·
Knowledge and ExperienceUniversity graduate or aboveMinimum 6 years experience in marketing research with > 3 yrs in position with people mgmt responsibilitiesExperiences with FMCG multi-national companies and research agenciesHave a track record of working effectively in cross-functional teamsQualifications and Competencies·
Minimum Qualification
University degree
6 years experience in marketing research field of multi-national companies/research agencies
3 years in position with people mgmt responsibilities
Have a track record of working effectively in cross-functional teams·
Preferred Qualification
Experience with FMCG
Experience in both Qualitative and Quantitative research·
Critical Job Related Function competencies
Marketing strategy development
3C’s
Agency management
Project management
TSE·
Critical Job Related Leadership competencies
Integrity
Strategic focus
Innovation mindset
Thinking skills
Communicates productively
Motivate others-------------------------------如果你感兴趣，可以联系Contact: llan@goldentophr.com 或者联系品牌经理人网站，我们乐于转交：）