Shopper Insights Manager

Responsibilities Manage category/channel specific Shopper Understanding projects from design (entry & exit interviews, eye track) process to agency management in order to deliver key shopper insights to unlock growth opportunities. Provide instore insights on improving in-store visibility and merchandising efficiency to boost category purchases and thus to fuel Perfect Store cycle Define clearly the Purchase Decision Hierarchy of the shopper by category, in order to develop specific 'Category Stories' that helps to understand the major success factors in the category (derived satisfaction survey, in-store decision tree) Develop customer specific shopper / category / instore insights to fuel WCCE process and define shopper-based opportunities to drive growth in key PEP customers. Develop understanding of the different shopper profiles in key customers through specific research and investigating directly with the customers the information coming from CRM. Identify customer-based opportunities based on the performances of shopper purchase dynamics with respect to other competing retailers via HHP report. Fuel CatMan team to develop fact based selling stories and improve sales team’s selling with insights capability, drive sales growth and profitability. Partner up with CatMan to develop an evaluation methodology that captures learnings and develops specific recommendations on execution Track and evaluate shopper and retail trends to identify growth opportunities and fuel Shopper Insights head in order to shape and influence Category Management plans. Executes Shopper Insights agenda and fuels cross-functional teams such as Mktg, Sales, Category Management and Trade Marketing with key shopper insights to shape shopper/ channel/ customer development programs Leads training program on the effective use of Shopper Insights tools and results to drive capability of Shopper insight understanding in the company Proactively develop, harmonize, and embed Best Practice Shopper/Customer Insight techniques, tools and methodologies across Turkey PO1 Translate all Shopper knowledge into clear, actionable summaries and implications and communicate them to all commercial teams. Build & manage strong partnerships with best-in-class agencies, and leverage as extensions of Insights to further capacity and impact, as well as to continuously stretch the Shopper Insights agenda Manage Shopper Insights budget efficiently, and effectively, to maximize return on DX Insights spending. Qualifications Strong Shopper insight capability – minimum 4-5 year-experience in insight especially in shopper insights, retail audit, consumer panels etc. Commercial experience is an asset (shopper marketing, trade marketing, category management etc.) Highly numerate with very strong analytical thinking with proven ability to connect data & insight from category consumption, brands drivers, macro & micro trends, and future forces of consumer change and deliver clear outlook scenarios along with implications for the business. Strong communication and presentation skills to be able to clearly distil a lot of complex data and information into actionable insights for the marketing/business. Ability to convert complexity into simplicity, emphasizing the broad picture and picking out key detail Strong analytical skills, able to synthesize and integrate learning from multiple sources and see the connections in data, trends, events etc. to generate insights. Ability to combine data, judgment, and experience to make effective decisions in complex situations and when there is a lot of uncertainty or ambiguity. Ability to manage, coach and develop agencies/people Experience in developing and maintaining relationships with external agencies. Proven ability to collaborate with a broader group, high communication skills Fluent English/Turkish