Senior Consumer & Shopper Understanding Manager
Job Location: Shanghai
Company description
Ferrero is a family-owned company with a truly progressive and global outlook and iconic brands such as Nutella®, Tic Tac®, Ferrero Rocher®, Raffaello®, Kinder Bueno® and Kinder Surprise®. As the love for our brands continues to grow, so too does our global reach. Represented in more than 50 countries, with products sold in more than 170, the Ferrero Group is loved by generations around the world. The secret to our global success? 40,000 dedicated employees who celebrate care and quality to craft a business, careers and brands we are proud of. Join us, and you could be one of them.
Diversity Statement
Ferrero is committed to building a diverse and inclusive culture in which all employees feel welcomed and appreciated and have the same opportunities. We believe all of our people are equally talented in their own way. In nurturing the curiosity and natural abilities of our employees, we provide them, generation after generation, the means to succeed personally and professionally, enabling them to craft their journey at Ferrero. The diversity of our talents is what makes our work environment multicultural, innovative and highly rewarding.
About the Role:
If you are passionate about our brands and products and have a head for research and discovery, this role might interest you! As a Consumer Activities Manager, you can drive brand growth as an all-rounded brand partner (BP) leveraging all types of methodologies/ expertise, i.e. BI, CI and innovation. This role is expected to integrating and analyzing consumer, shopper/channel, market/competitor insights from different internal and external sources into actionable business recommendations.
Main Responsibilities:
Brand performance measurement and analysis
• Leading monthly sell-out data analysis & reporting to identify issues and opportunities for brand growth
• Leading situation analysis to inspire brand strategies for brand plans/ reviews/ budget sessions
• Leveraging all sources of data/ insights (internal & external, retail & consumer, project & desktop) to address business questions with clear POV and strong storytelling
Drive excellence in brand equity building and marketing mix development
• Fundamental studies (BVC, Censydiam, U&A, T&B, etc.) to guide brand positioning and high level strategies
• Qualitative & quantitative studies to drive communication/ campaign excellence
• Advertising tracking to measure campaign effectiveness and asset performance
• Social listening to measure digital/ social campaigns and drive inspirational insights
Drive innovation process and ensure higher success rate
• Co-piloting the overall process of innovation with local MKT and Area/ Central functions
• Leading research funnel (taste test, CPT qual & quant, STM, etc.) along the innovation process
• Leading business case development with close cooperation with cross functions (MKT, T. MKT, Sales, FIN, etc.)
Who we are looking for:
- 5~10 years of relevant experience in major FMCG companies in business insights or strategy functions
- Strong business understanding
- Expertise in all types of research fields: BI/ data analytics, qualitative and quantitative consumer research, innovation development, test market, etc.
- Strong information integration, interpretation and storytelling skills
- Project (test market) management, from business case to launch preparation to field execution to conclusion & learning summary
- Ability to work under pressure and meeting deadlines
- High result orientation and sense of responsibility, ability to lead the change
- Strategic mindset and strong influencing skills
- Quick learning ability, dynamism, proactiveness
- Fluency in written and spoken English
How to be successful in the role and at Ferrero:
Consumers, quality and care are at the heart of everything we do. So, to be successful at Ferrero, you’ll need to be just as consumer and product centric as we are - dedicated to crafting brilliant results for consumers around the world.
To better understand our consumers and business environment we need your ability to make sense of the external market, a global mindset and the ability to benchmark Ferrero products against the competition, internally and externally. Combining this with analytical and critical thinking, you will help Ferrero in generating visionary and actionable insights and driving change. Employee contribution and engagement at Ferrero is individual, team and organisational based, so you should have the ability to work independently as well as manage your team and stakeholders.