Consumer & Shopper Understanding Manager

Shanghai
Permanent
Full-time

3 days ago

Job Location: ShanghaiCompany descriptionFerrero is a family-owned company with a truly progressive and global outlook and iconic brands such as Nutella®, Tic Tac®, Ferrero Rocher®, Raffaello®, Kinder Bueno® and Kinder Surprise®. As the love for our brands continues to grow, so too does our global reach. Represented in more than 50 countries, with products sold in more than 170, the Ferrero Group is loved by generations around the world. The secret to our global success? 40,000 dedicated employees who celebrate care and quality to craft a business, careers and brands we are proud of. Join us, and you could be one of them.Diversity StatementFerrero is committed to building a diverse and inclusive culture in which all employees feel welcomed and appreciated and have the same opportunities. We believe all of our people are equally talented in their own way. In nurturing the curiosity and natural abilities of our employees, we provide them, generation after generation, the means to succeed personally and professionally, enabling them to craft their journey at Ferrero. The diversity of our talents is what makes our work environment multicultural, innovative and highly rewarding.About the Role:If you are passionate about our brands and products and have a head for research and discovery, this role might interest you! As a Consumer Activities Manager, you can drive brand growth as an all-rounded brand partner (BP) leveraging all types of methodologies/ expertise, i.e. BI, CI and innovation. This role is expected to integrating and analyzing consumer, shopper/channel, market/competitor insights from different internal and external sources into actionable business recommendations.Main Responsibilities:Brand Partner in all related research funnels for the responsible categories; Identifies and executes the most relevant topical analysis by synthesizing multiple data sources to inspire new business strategies and opportunities.Drive excellence in brand equity building and marketing mix development

Designs, manages, executes and delivers transversal research projects such as Censydiam, U&A, social listening, etc. and delivers strategic implications to inform the system.
Qualitative & quantitative studies to drive communication research funnel and campaign excellence. Rigid implementation of research protocols, analysis framework and gate-keeping process. Supports packaging renovation and seasonal line development.
Independently management of research projects to ensure flawless execution. Delivers high-quality insights by identifying relevant insights to strengthen and contextualize brand BPS.
Conducts 360-degree brand audits and timely diagnoses by reviewing brands' key initiatives/activities based on multiple data sources including business performance data, GAT tracking, social listening, ad-hoc to measure digital/ social campaigns and drive inspirational insights.
Management of research agencies to exploit their expertise and deliver high quality results.

Brand performance measurement and analysis

Leading monthly sell-out data analysis & reporting to identify issues and opportunities for brand growth
Leading situation analysis to inspire brand strategies for brand plans/ reviews/ budget sessions
Leveraging all sources of data/ insights (internal & external, retail & consumer, project & desktop) to address business questions with clear POV and strong storytelling.
Transforming data into actionable insights & implications to business
Perform ad-hoc topic analysis to support brands’ business needs and initiatives.

Drive innovation process and ensure higher success rate

Co-piloting the overall process of innovation with local MKT and Area/ Central functions
Leading research funnel (taste test, CPT qual & quant, STM, etc.) along the innovation process
Leading business case development with close cooperation with cross functions (MKT, T. MKT, Sales, FIN, etc.)
Provide deep and wholistic understanding on new categories to define the new opportunities

Who we are looking for:

5~10 years of relevant experience in major FMCG companies in business insights or strategy functions
Strong business understanding
Expertise in all types of research fields: BI/ data analytics, qualitative and quantitative consumer research, innovation development, test market, etc.
Strong information integration, interpretation and storytelling skills
Project (test market) management, from business case to launch preparation to field execution to conclusion & learning summary
Ability to work under pressure and meeting deadlines
High result orientation and sense of responsibility, ability to lead the change
Strategic mindset and strong influencing skills
Quick learning ability, dynamism, proactiveness
Fluency in written and spoken English and Mandarin

How to be successful in the role and at Ferrero:Consumers, quality and care are at the heart of everything we do. So, to be successful at Ferrero, you’ll need to be just as consumer and product centric as we are - dedicated to crafting brilliant results for consumers around the world.To better understand our consumers and business environment we need your ability to make sense of the external market, a global mindset and the ability to benchmark Ferrero products against the competition, internally and externally. Combining this with analytical and critical thinking, you will help Ferrero in generating visionary and actionable insights and driving change. Employee contribution and engagement at Ferrero is individual, team and organisational based, so you should have the ability to work independently as well as manage your team and stakeholders.

Ferrero

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