Head of Consumer Planning and Research at Guinness Nigeria Plc

Context of the role
Guinness Nigeria is a focused business unit that delivers significant volume and profit to Diageo (parent company).
Consumer planning has a critical role and responsibility for proactively identifying and driving consumer insights into the business

Purpose of the 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
• 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
Brand planning
Work closely with the brand teams to ensure that market and consumer insight drives the brand strategy and marketing activity; evaluating marketing activity; GAME planning & managing continuous brand tracking and feedback 
Market planning
Manage, monitor, interpret and communicate trade data (including local trends and sales trends); portfolio planning (including Consumer Scope segmentation, pricing etc.) and ad hoc data to the business (marketing, customer marketing, and strategy)
Innovation planning
Work closely with the innovation team to develop, test and evaluate new concepts, products or brand extensions for the market

Qualifications and Experience Required

• Graduate
• 6-8 years’ experience either within an FMCG organization with a planning, brand & consumer focus, or a research agency background
• Experience in both quantitative and qualitative research techniques
• Experience of the drinks industry is advantageous however not essential.