Head of Consumer Insight, Ghana & Nigeria at GBfoods

Role & Responsibilities

• We are looking for a Head of Consumer Insights for Ghana and Nigeria  who will cover three key areas; Consumer and Shopper Insights, Retail and Market trends.
• The role holder will take responsibility  for proactive identification and driving consumer insights into marketing and business strategy resulting in consumer satisfaction and consequent business growth.

The main responsibilities will be:

• Administers the design, implementation, and monitoring of research studies via external market research companies
• Coordinates activity with external market research companies such as development of clear market research agency briefings, negotiations with agencies based on a defined budget, supervision of the research process
• Leads analysis and presentation of research findings and provide actionable recommendations for brand building strategy and marketing actions
• Takes responsibility for identifying longer-term consumer needs, motivations, and opportunities
• Act as key contact and support all internal clients and providing them with analysis and actionable recommendations based on ad hoc and tracking data
• On top, this role has a strong focus on New Product Development, innovation and brand and the incumbent will develop an understanding of consumers
• Lead category segmentation projects based on consumers' drivers - portfolio management and business opportunities
• lead consumer understanding across different regions to leverage synergies
• New bundles positioning tests
• Brand equity and strategy building based on positioning and communication analysis
• New Products development research (ideas, concept, product, pack, pricing…)
• Product optimization/ formulation research
• Leading opportunity identification and sizing to influence innovation
• Thought leadership in strategy development and business planning
• Participate in defining the strategy of core categories (Tomato, Mayo and Taste Enhancers)
• Monitoring for Nigeria & Ghana
• Build a unique data base for market dynamics
• Optimize current sources of market dynamics (coverage, market size…)
• Establish tracking tools to follow up key launches
• Establish and manage CI budget
• Complete the key CI pool of suppliers for Nigeria
• Works with the broader GBfoods CI community to develop, use and share best practice techniques and learning.

What do we expect from you?

• Expertise with key Marketing Research techniques - including segmentation, attitude and usage studies, positioning research, NPD research, advertising experience research and social media research. Importantly, the ability to uncover meaningful insights from the research.
• Strategic Thinking and Thought Leadership - The ability to take the insights from various pieces of consumer research and weave them together with other internal and external information to develop strategies for the organization that will allow it to achieve growth targets.
• Strong Communication and Interpersonal Skills - Ability to structure and deliver presentations clearly, crisply, and compellingly. Excellent verbal and written skills with proven ability to recommend and influence decisions at BU partners.
• Collaboration - establishing effective cross-functional partnerships and relationships in a highly collaborative environment.
• Continual improvement - Always looking for ways to improve - both individually and organizationally. This individual will need to continuously improve their own functional expertise.
• Project Management - Experience defining the scope and issues for research/analytic initiatives, developing and executing project plans and managing multiple tasks simultaneously, experience leading cross-functional project teams.

Requirements
Knowledge and Experience:

• HND / B.Sc in Market Research, Marketing, Psychology, Statistics or other Business-related qualification. A relevant certification is a plus
• Seven years market research experience, preferably from agency and multi-national consumer goods sector
• Knowledge of market research and in-market data

Skills and Attitudes:

• Solid project management skills
• Dynamic person
• Strategic Thinking and Thought Leadership
• Strong interpersonal skills
• Excellent team player
• Drive complex analysis to completion with minimal guidance and then synthesize and communicate insights
• Get-it-done mindset i.e. motivated to work hard and efficiently in a fast-paced, cross-cultural environment
• Ability to articulate with strong presentation and communication abilities
• Very analytical since you will work with large amounts of data and can determine the level of demand or need for specific types of products or assess statistical data to make projections about trends
• Expertise with key Marketing Research techniques, Market analysis,
• Competency in Microsoft Office suite (in particular, Excel and PowerPoint is essential

What can you expect from us?

• Being part of a multinational company where you will be able to contribute to growth and development of a business while being developed and equipped for success