To lead the business in market intelligence, ensuring that the consumer perspective is integrated into every aspect of the marketing process – planning, design and promotion.
Lead the strategic planning process, creating both the 5 year strategic plan and 12 month GAME plan – overseeing process, content, deadlines, administration and delivery. Track delivery of plan against original concepts and targets instigating corrective action where required. KPI’s: Quality of the research produced; delivery against project deadlines.
Facilitate the executive in establishing financial / growth targets integrating the input of finance, trade and marketing.
Work with the Innovation team in developing brand research for new products, testing the concept, advertising and liquid. Lead consumer / market research activities, including agency negotiations, research design, presentation of results, executive summary and post-implementation review with agency.
Conduct annual employee opinion survey ensuring the effective sharing of results and follow-up.
Work with sales team in developing sales cycle activities, feeding in the latest consumer perspective.
Manage the client service hotline (SAC) sharing consumer feedback with stakeholders and feeding suggestions into planning cycle.