Please note this is a Direct Search led by Bacardi. Applications from agencies will not be accepted nor will fees be paid for unsolicited CVs.
As the Insights and Performance Director, you will be accountable for delivering the Brand, Consumer and Commercial Insights agenda to drive more effective marketing and commercial planning, support asset creation and ultimately to deliver value creation for the company. You will be accountable for the agreed research plan and delivering insights to the Leadership Teams that will shape decisions relating to areas such as brand strategy, asset creation, and customer activation. Your ability to manage multiple projects at any given time, and influence and coach a diverse team will be key, as will be your comfort in working seamlessly within the matrix.
You will partner closely with the Global Brand VP/Director and Lead Marketing Directors to ensure that Consumer and Commercial insights are applied effectively to all key marketing decisions to optimize our asset creation, activity development and execution in-market for the brand.
Working closely with the Global Brand VP/Director, you will identify the research needs and plans for the brand and shape the research solutions and insights needed to drive growth for the brand around the world.
You will partner closely with the Global Brand VP/Director to support the Brand Innovation agenda and identify new, relevant opportunities for the brand.
You will ensure that research learning and identified cultural, consumer and competitive insights about the brand from all markets are shared and leveraged across the organization.
You will model and inspire consumer insight teams to act as strategic thought partners to the business and marketing to ensure the objective voice of the consumer and purchaser is considered in every business discussion and decision.
This role is varied and while based in the London office, a large percentage of your time will be interacting with Marketing teams, agencies and key customers. As a result, you can expect to be travelling with some frequency to stay connected to all stakeholders.
ACCOUNTABILITIES AND RESPONSIBILITIES
Consumer, shopper and customer understanding
Accountable for driving Brand Consumer and Commercial Insight agenda, building extensive understanding of marketing performance evaluation for the brand across all markets to drive more effective marketing planning
Identify research needs and plans for the brand in close collaboration with the Brand VP and Lead Hub Marketing Director, shape research solutions needed and lead the delivery of research programs and activity to provide the brand with critical consumer insight
Partners closely with the Regional Commercial Insights Director to support the Commercial Insights agenda and identify consumer, shopper or customer opportunities to be addressed through commercial activation
Provide input into priorities, budget and annual research plan for Global & Hub consumer understanding
Category & brand strategy and activity planning
Leads, in partnership with the Leadership Team, a robust situation assessment for the Brand in all major markets as input into the annual integrated activity planning process
Leads, in partnership with the Brand Leadership Team, an annual review of the Core Consumer Insight and Key Brand Benefit
Integrated brand communication
Defines, in partnership with Global Brand VP/Director the design of the Brand annual research plan to support the refinement of global brand assets, such as advertising and packaging
Ensures that the consumer and customer programs and assets are informed by the most current and relevant Customer and Commercial Insights
Business performance management
Owns the relationship with research providers (e.g. Nielsen, Acturus) for brand-specific projects
Accountable for managing brand research spend to deliver targeted savings and overseeing an efficient research budget
Accountable for Managing local Market Insights Team i(FIG cluster - France, Italy and Greece), taking care of local Analytics agenda and ensure local deployment of Global Insights Tools.
Creating a winning team
Orchestrates effective matrix working within and between Insight, Commercial and Marketing teams
Aligns with Insights employees behind the annual research plan & creates a passion for winning
Works to build a shared sense of purpose among all Insights teams
Recognizes accomplishments and behaviors in a timely manner
Ensures all employees have a knowledge of Bacardi history and culture
Developing talent & capability
Ensures effective rollout of the Insights training module as part of the Bacardi Marketing Way (TBC)
Ensures implementation of learning and development programs for direct reports
Ensures that the resources and assets needed to deliver desired results are provided to the Markets Insights teams
Inputs into talent decisions related to key people in the Insights and Performance teams
Have knowledge and mastery of brand heritage and intrinsic
CRITICAL EXPERIENCES FOR SUCCESS
To be successful in this role you will have/be:
Experience in market research or related field
Experience in digital and social marketing
Experience conducting research projects (regional projects preferred, but not essential)
Experience in a wide variety of quantitative and qualitative research methods and ability to apply them appropriately to business issues;
Highly skilled in the synthesis of data and understanding from multiple data sources in order to distil it down into tangible and meaningful insight
Strong presentation skills and gravitas to put research into business terms and persuade colleagues and senior management with the insights provided
Fluent command in English (other Key Market Language fluency is desirable)
The following experiences are preferred:
Drinks and Luxury Category experience is an advantage
Media and integrated marketing optimization
Experience in additional functions beyond the ones listed above