Consumer Planning Manager at Guinness Nigeria Plc

Role Metrics
Financial:

• Management and Accountability for implementation of Consumer Planning Budget.

Complexity:

• Work across all Nigeria to drive insights that will unlock growth, drive profitability and deliver market share for Guinness Nigeria Beer & Adult Premium non-alcoholic drink brands.

Leadership Responsibilities:

• Living the Values –insatiable appetite for consumers, customers and brands.
• Deeply Curious about consumers, shoppers, our brands and markets
• Externally attentive, a ‘finger on the pulse’
• Immersed in culture and obsessive about harnessing it
• Industry thought leader and agitator
• Bold enough to lead the business to the right choices
• Innovative and creative but also rigorous in thinking - a combination of art and science
• Objectivity, an honest broker
• Truly collaborative, a key player in the team
• Positively challenge others with a strong bias for action
• Ensures consumer and market knowledge is distilled into clear, actionable implications
• Identifies and manages research agency partners who add value through interpretation and recommendation
• Inspires and influences others to be passionate about consumers and market
• Effectively facilitates workshops to unlock creative solutions to market and consumer issues.

Purpose of Role
To champion & drive world class understanding of consumer attitudes, motivations and trends that can be leveraged to grow our brands:

• To be the custodian of consumer insights
• To build an understanding of the consumer which is based on issues & opportunities, rigorous & grounded, compelling / easy to understand and proactive & timely
• To ensure that brand strategy & communication is founded upon a deep understanding of the consumer
• To deliver measurement and evaluation for key advertising and promotional projects.

Top Accountabilities
Proactively defines & communicates opportunities for growth for the market, categories and brands and articulates what it will take to realise these opportunities:

• Externally attentive to culture, trends and market place dynamics, to detect the factors that could positively or negatively impact growth.
• Support development & implementation of brand strategy and communication through facilitating a deep understanding of the consumers.

Seeks out deep consumer / shopper / category insight and implications that will drive penetration growth:

• Transform research outputs into simple, actionable implications
• Fuels the business with consumer/ shopper led provocations and understanding to instigate change

Synthesizes data and understanding from multiple sources -quantitative and qualitative and joins the dots in a meaningful, actionable way:

• Ensure that consumer knowledge is clearly reported and interpreted within the framework of brand related issues (Brand Tracking Study)
• Lead regular brand activity reviews, keeping the brand teams informed and updated
• Custodian of brand building thinking

Ensures learnings from measurement & evaluation are applied to increase productivity of our advertising and promotion (A&P) spend:

• Ruthlessly prioritises and focuses on tasks that add maximum value to Diageo, stops or delegates everything else.

Qualifications and Experience Required

• University degree in Marketing / Business or other related discipline preferred though not essential. Postgraduate Qualifications are an advantage.
• 3 - 5 years’ experience either within an FMCG organisation with a planning, brand & consumer focus or a research agency background.
• Experience in both quantitative and qualitative research techniques
• Experience of the Beverage industry is advantageous however not essential
• Proven and strong Brand and Trade marketing experience
• Experienced level capability on all Marketing Functional capabilities
• Can demonstrate excellent commercial judgement & acumen
• Experienced at managing key stakeholders nationally & internationally.