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.

**Requirements**:
**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., Nie