Consumer & Market Intelligence Analyst

Are you ready to take flight and be part of an amazing team in Birdman?

About the Company

Birdman has achieved an extraordinary 100% year-over-year growth for the past 7 years, making us a leader in the industry. Our mission is to make healthy, sustainable, and cruelty-free lifestyles accessible to all through our delicious and nutritious products. As the global plant-based food revolution gains momentum, we are looking for a dynamic CMI Analyst to join our exceptional team and contribute to building the next Mexican Unicorn

The Role:

Are you obsessed with transforming data into clear insights that drive brand success? Do you thrive in structured, detail-oriented environments where your dashboards, analysis, and reporting directly impact business decisions?

Join Birdman as a CMI Analyst and become the go-to person for transforming market data, sales reports, and competitive benchmarks into actionable strategies. You'll be the analytical force behind our brand performance visibility and the owner of our market insights — combining tools like Helium10, Excel, and Power BI to decode the retail battlefield.

We're not looking for someone who just builds dashboards — we're looking for someone who understands how data becomes truth and turns insights into impact. If attention to detail, analytical rigor, and ownership are in your DNA, let's talk.

Responsibilities:

• Provide clear, reliable, and updated information on brand, consumer, category, and competitor performance through dashboards and recurring reports for Marketing, Commercial, and Management.
• Design and maintain market intelligence tools, such as Market Trackers 360, to characterize the market, estimate real shares, and detect opportunities.
• Support Brand Managers in measuring the impact of their initiatives, connecting actions with KPIs such as sell-out, NPS, awareness, and brand value growth.
• Consolidate market inputs for new launches and expansions, delivering analysis by format, flavor, price, competition, and channel preference.
• Develop ad-hoc analyses to address key business questions and elevate the quality of strategic decisions with a focus on consumer and profitability.
• Serve as a bridge between consumer insights and strategic decisions, enabling actionable recommendations that directly impact sell-out growth and brand equity.

Operational Activities

• Update and maintain dashboards of brand, consumer, sell-out, and competitor KPIs.
• Structure and enrich databases from external sources (Nielsen, Euromonitor, Helium10).
• Execute recurring analyses and reports for the Marketing, Trade, and Management teams.

Administrative Activities

• Document definitions, formulas, data sources, and updates for each tool.
• Manage research files, trackers, and market input folders.

Coordination Activities

• Coordinate input collection with Brand Managers to evaluate brand performance.
• Collaborate with the Strategic Projects team to deliver structured data that feeds the 5-Year Plan and YTG.

Planning and Strategy Activities

• Provide market intelligence (pricing, formats, attributes) to define new launch opportunities.
• Build and maintain tools such as Market Trackers 360 that enable market and player characterization.

Evaluation and Analysis Activities

• Analyze the impact of campaigns, launches, or portfolio architecture changes.
• Identify relevant trends for innovation or channel differentiation.
• Measure sell-out, equity, and NPS of brands with a focus on explaining changes and opportunities.

Communication Activities

• Present market, consumer, or brand performance insights to relevant stakeholders.
• Deliver reports and recommendations in a clear and visually effective way.

Continuous Improvement Activities

• Automate reports and repetitive processes using tools such as Power Query.
• Propose improvements in information sources, file structures, and analysis efficiency.

Education

• Completed bachelor's degree in Marketing, Industrial Engineering, Economics, Business Administration, or a related field.
• Advanced English is preferred for effective collaboration with external vendors and international stakeholders.

Professional Experience

• 1–2 years in roles related to market analysis, marketing intelligence, category management, or similar areas.
• Experience developing KPI dashboards related to commercial, brand, or category performance.
• Involvement in analytics for product launches, marketing campaigns, or portfolio reviews.

Technical Skills

• Advanced Excel: Full command of tables, advanced formulas, clean structures, data traceability, and version control.
• Power BI: Proficient use of Power BI as the main data visualization tool, including dashboard creation, integration of multiple data sources, data modeling, and visual storytelling.
• Power Query: Ability to transform, clean, and consolidate data from both internal and external sources (e.g., Nielsen, Euromonitor, Helium 10, Amazon Brand Analytics, internal databases).
• Insight Development: Capacity to translate complex data into actionable insights for Marketing, Trade, and Innovation teams.
• Technical Rigor: Strong structure and documentation practices, with clear logic, metric definitions, and file hygiene.
• English Proficiency: Intermediate to advanced level. Able to participate in meetings in English, explain dashboards, and collaborate with global stakeholders.

Core Competencies

• High attention to detail and strong commitment to quality from the first delivery.
• Ability to synthesize and communicate insights clearly and effectively through visual means.
• Well-organized when managing large or complex datasets.
• Analytical thinking oriented toward commercial and consumer understanding.
• Proactive cross-functional collaboration.
• Curiosity to explore new data sources and improve tools or processes.

Tools & Additional Skills

• Basic SQL knowledge for querying centralized databases.
• Familiarity with market intelligence platforms such as Helium 10, Smart Scout, Nielsen, Euromonitor, or Amazon Brand Analytics.

Certifications & Training

• Certification in Power BI (desirablee)
• Courses or certifications in Advanced Excel and automation tools such as Power Query.
• Courses or exposure to SQL (desirable).
• Experience working with data from e-commerce or marketplace environments.

Ready to level up your impact with Birdman?

Apply now and help shape the future of plant-based innovation