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Consumer Insights (ROI/Best Practice Lead) Manager

Bristol, England, United Kingdom

Consumer Insights (ROI/Best Practice Lead) Manager

  • NE02155
  • Bristol, England, United Kingdom

The role

A new Manager-level position within Imperial's Insights function, helping to drive business performance by establishing good practice and tool creation for the design and planning of activation and initiatives.

This role is fundamental in setting up the business for success through the evaluation of initiatives and ‘must-win’ strategic initiatives which are key to its strong commercial performance.

Imperial Brands is currently undergoing a strategic transformation to become a consumer-centric organisation and the new Insights function will be a crucial driving force behind this change, placing consumer preferences and demands at the centre of commercial decision making to gain competitive advantage.

This role will involve:

  • Setting technical standards for the evaluation of initiatives and must-win initiatives (‘must-win battles’), including pricing promotions across categories. Responsible for the systematic review of initiative evaluations in order to provide recommendations to Consumer and Brand Marketing for the optimisation of marketing spend.
  • Establishing good insight practices in the design and planning of activation and initiatives, ensuring the activities are well targeted, efficient and effective.

Key accountabilities

  • Act as a Business Partner to Consumer Marketing supporting decision making on resource allocation and activation effectiveness by defining and delivering leading edge ROI tools and analysis.
  • Responsible for setting technical standards for the evaluation of initiatives and must-win battles (working closely with Data and Analytics, Consumer Marketing and Brand for KPIs), including pricing promotions across categories.
  • Effectively collate and evaluate the best methods currently used across geographies.
  • Responsible for best practice and tool creation for the design and planning of activation and initiatives, ensuring the activities are relevant for target consumers, efficient (high ROI) and effective for the desired outcome.
  • Working with the CMI Director and other Insights Business Partners, to develop an internal communications plan to ensure these standards are understood and adopted, as part of the Insights comms strategy.
  • Responsible for the adoption of evaluation insight standards. Work with regional and local-level teams to identify how relevant stakeholders are interpreting and using standards for brand insights, addressing instances where standards are not being followed.
  • Through the collation of activation and initiative evaluations, provide recommendations to Consumer Marketing and Brand Management for the optimisation of marketing spend by consumer typology.
  • Regularly reappraise the insight standards for evaluation insights, reviewing external best practice and proactively obtaining feedback from stakeholders about their needs and e.g. how methods could be developed.
  • Peer review the standards created by at least one Manager within the Consumer and Market Insights (Standards) team - including tools, templates and materials created. Equally, submit standards for peer review prior to final sign off from the Head of Sales & Trade Insights.
  • Work closely with fellow Managers to ensure that relevant consumer & innovation insights are being harnessed to support cross-department decision making

Skills & experience

Essential

  • Educated to degree level in relevant field · Senior experience within insight teams focussed on evaluation insights – or equivalent – within a multi-market insights function
  • Able to develop & nurture key business stakeholder relationships whilst applying an objective lens to key business problems & issues
  • Deep knowledge of business realities influencing Imperial’s sales & trade strategies, to provide insight-based advice that is actionable and commercially sound
  • Expert knowledge of insight and foresight techniques based on underlying data, research and analytics methodologies. Able to apply these to build standards for evaluation insights
  • Highly collaborative. Able to co-ordinate activities across multiple teams, and draw together multiple perspectives to improve standards of insight
  • Passion for shaping Imperial's business strategy around the consumer of the future




Desirable

  • Proven track record in insight business partnering; able to demonstrate the positive impact of insight-driven advice
  • Previous role in generating insights at a major advertising, marketing, brand planning agency or strategic consultancy

What we offer

Next steps

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1901

The year Imperial was founded through the
coming together of 13 UK family-run
businesses

33,000

Imperial employees worldwide

160

Number of markets worldwide in which our products are sold