Consumer & Market Insights Manager
full-time
Job Overview
Lead Promasidor Nigeria's consumer and market insight agenda as a shared marketing capability across Dairy, Culinary and Beverages.
Build deep understanding of consumers, shoppers, categories, channels and market dynamics; convert that understanding into clear growth implications and recommendations; and partner Category Growth Squads to build stronger, more relevant, consumer-led brands that drive profitable category growth.
Key Responsibilities
Build a holistic view of consumers and shoppers, including occasions, need states, cohorts, product domains, category structure, retail/channel dynamics, macroeconomic factors, culture and emerging trends.
Bring priority consumer segments to life in an inspiring, practical way that helps category and brand teams make better choices.
Maintain a forward-looking view of competitor activity, category shifts and changes in consumer behaviour that may create risk or growth opportunity.
Partner Dairy, Culinary and Beverages Category Growth Squads to translate market truth into growth bets, brand plans, 90-day priorities and concrete actions.
Shape decisions on portfolio and architecture, innovation, product/pack/claims, communication, assortment, pricing, consumer journeys and customer/channel opportunities using evidence and consumer understanding.
Proactively identify and size growth opportunities, explain the drivers behind them and recommend what the business should scale, fix, stop or accelerate.
Define fit-for-purpose research methodologies and align project background, objectives, design, action standards and decision criteria with Marketing, R&D, Sales and other stakeholders.
Create high-quality briefs, evaluate supplier proposals and manage research projects end-to-end - including design, protocols, questionnaires, stimulus, fieldwork, analysis and presentations to quality, timing and cost expectations.
Combine ad hoc research with retail audit, consumer panel, brand/campaign tracking, product testing and other data sources to answer business questions and reduce decision uncertainty.
Track category, brand and NPD performance and provide regular market updates that help leaders understand what changed, why it changed and what action is required.
Maintain integrated dashboards and learning that connect business measures (revenue, volume, share, margin/contribution), consumer measures (penetration, frequency, consideration, preference, brand equity), growth bets and marketing effectiveness.
Anticipate business information needs and ensure timely delivery of accurate data, analysis and interpretation for weekly, monthly and quarterly decision forums.
Synthesize multiple sources into a clear point of view on present and future growth drivers, avoiding data dumps and focusing on implications, choices and next actions.
Produce concise, compelling insight stories, reports and presentations with clear recommendations grounded in evidence, consumer understanding and business context.Influence stakeholders through strong judgement, fact-based challenge and quality of thinking, ensuring insight moves the organization from learning to action.
Build strong research and data-partner relationships and hold suppliers accountable for quality, speed, cost effectiveness, learning value and actionable output.Work closely with Category Managers, Brand Managers, Media, Innovation, Commercial, Finance and Operations; contribute actively to weekly Category Growth Squads, monthly performance learning and quarterly growth reviews.
Create a shared learning agenda across categories, capture post-project learning and improve research approaches, tools and ways of working over time.
Qualification Requirements
Bachelor's degree in Business, Marketing, Economics, Statistics, Social Sciences or a related discipline.
Additional professional marketing, research or analytics qualification is an added advantage.
6 to 8 years of relevant consumer/market research, insights or analytics experience, preferably in FMCG / consumer goods.
Demonstrated ability to manage custom research projects and build strong partnerships with key suppliers.
Experience working cross-functionally and across multiple stakeholder groups.
Knowledge & Technical Skills:
Strong understanding of retail audit / market measurement (e.g. Nielsen / NIQ) and consumer panel data.
Strong analytical capability and confidence handling large ad hoc data sets; able to connect data to business implications.
Practical experience with consumer research, including quantitative and qualitative approaches; product, pack, concept and communicationresearch exposure is advantageous.
Strong Excel and PowerPoint capability; working knowledge of Tableau or other data visualization tools.
Physical Requirements and Environmental Conditions:
Travel may be required for consumer immersion, market visits, fieldwork, agency meetings and regional/business reviews, including occasional overnight stays.
Role is primarily office-based with regular field, consumer and market exposure.