Our client, a leader in the baby care space, is looking to hire a Category & Insights Manager. This role will report to the Head of Channel & Customer Insights while working closely with the regional sales, brand and shopper team. In this role, you will use high-impact insights to influence and drive strategic and tactical actions to win in the marketplace. The Category and Shopper Insights Manager will be a strong voice of market intelligence, category and shopper insights in the regional and central team, with superior skills in employing syndicated data and custom research to build impactful stories that enable commercial strategy.
Specifically, this role requires working with the region of Americas (North America & LATAM) to unlock opportunities for growth across channels, categories, retailers, and formats by supporting the customer development manager (CDM).
Primary Responsibilities of the role:
- Category & Channel Strategy: Localize our category vision by integrating relevant existing category, shopper, consumer and Brand insights and data. Drive incremental growth in the baby wipes category by translating our category vision to customer-specific initiatives through a shopper-first lens to support the customer development within the region.
- Portfolio Acceleration & Innovation: Support Portfolio efficiency and sufficiency by using insights to validate projected distribution in building core and adjacent categories using a channel/pack/pricing lens
- Drive Decisions with the power of insights: Serve as the category and shopper “expert” through thought leadership to the demand generation team in the USA (& Canada). Provide a holistic and integrated view of the ‘why’ and ‘what’ is happening in the category, shopper behaviour and marketplace (with retailers/channels), to help prioritize strategic and tactical initiatives across trade, marketing, sales and innovation.
- Driving Engagement: Build strong partnerships with the regional (sales, marketing, shopper marketing) and central teams (brand, innovation) to establish a discipline of data-driven and fact-based approach to decision making. Effectively communicate and embed learning to increase the impact of insights into action by making them relevant to different business stakeholders.
- Actionable, meaningful measurement: Deliver and consistently review the regional performance dashboard across key shopper and category metrics to identify the most impactful business drivers for growth. Measure KPI performance of initiatives across trade activations, marketing, and promotions to optimise our investment and identify patterns for repeatable growth.
Required experience:
- Minimum 5 years of category management or shopper insights experience, ideally in the US market with retailers like Amazon, Target, Walmart etc.
- Bachelor’s degree or similar in a related field
- Proficient in working with bigger category and shopper data suppliers like Nielsen, IRI, Numerator, Edge, Kantar, Mintel, Euromonitor etc.
- Previous experience of working with retailer-specific category data platforms like Walmart Beats etc.