Market, Customer and Consumer Insights Manager
hace 2 semanas
Market, Customer and Consumer Insights Manager
OBJETIVO
Responsable de liderar los análisis/conocimientos del negocio utilizando las distintas fuentes de información tanto internas como externas para la obtención de tendencias. Garantizando que los datos de mercado, cliente y consumidor sean recolectados, interpretados y analizados con el fin de determinar la segmentación de clientes, entendimiento del consumidor, la penetración de un competidor, las oportunidades comerciales y las métricas existentes. Para permitir una mejor toma de decisiones y atender el medio que les rodea respecto a los problemas y oportunidades que ofrece el mercado.
RESPONSABILIDADES
• Gestionar proyectos de investigación cuantitativa y cualitativa, percepción del consumidor/cliente, awareness, necesidaddes y satifacción para las categorías de Pastelería, Panadería y Chocolate.
• Identificar metodologías adecuadas en función de los objetivos empresariales y de investigación.
• Representa la voz del mercado, cliente y consumidor: información local sobre los consumidores, los mercados, la competencia y las tendencias. • Preparar presupuesto, plan de investigación y asignar recursos.
• Colaborar con equipos multifuncionales para comprender los requisitos de marketing y comerciales y diseñar soluciones de análisis para abordar tales necesidades.
• Traducir los hallazgos de datos en información clara y concisa, recomendaciones y estrategias procesables para varios departamentos.
• Presentación de los principales hallazgos, In-sights y tendencias.
• Determinar nuevas oportunidades comerciales y tendencias de consumo y mercado.
• Apoyar la toma de decisiones y las operaciones comerciales con información y datos relevantes y oportunos.
• Gestionar especialistas en inteligencia, desarrollar relaciones con clientes actuales y llevar a cabo proyectos regionales.
• Realizar análisis ad hoc para obtener información del mercado. • Liderar el proyecto ATLAS (mapeo y segmentación de clientes) Entendimiento de la segmentación de mercado de cada Unidad de negocio. • Investigar y medir con el consumidor, las sensaciones organolépticas al ser expuestos ante un producto, usando una perspectiva científica y una metodología específica. • Monitoreo always on del consumidor (trend radar)
• Obtener In-sights para desarrollar estrategias para nuestros clientes; a través de herramientas adecuadas a cada categoría • Mantenerse actualizado con las tendencias de la industria y las mejores prácticas en inteligencia comercial y análisis, para desarrollar una comprensión más sólida y trabajar como enlace entre las necesidades comerciales y nuestras oportunidades.
• Administrar y priorizar las necesidades y oportunidades analíticas generales del negocio definiendo las preguntas comerciales que deben responderse.
REQUISITOS
Lic en Marketing, Administración, Ingeniería Industrial, Economía y/o carreras afines.
Amplia experiencia en proyectos ad-hoc: U&A, segmentación, Claims/ideas/concept test, add test, brand health, etc.
Experiencia comprobada en análisis de negocios, investigación de mercado o un rol similar, preferiblemente en una capacidad gerencial.
Historial comprobado de métricas de conducción y recomendaciones que han llevado a resultados comerciales tangibles.
Proceso de validación e interpretación de bases de datos, Excel Avanzado y Access Básico
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