Strategic Insights Manager Heineken

Global Function:Global Commerce
Team and Department: Global Heineken Integrated Communication and CMI Team

Scope of the Job

Purpose: Connect insights to drive profitable growth for Global Heineken Brand, with a focus on Innovation and Digital.

Organizational Context: Report to CMI Strategist and be part of a 10-person Global Commerce CMI team.

Key Contacts: Internal (GHBT), External (research and media agencies).

Main Responsibilities

• Lead Research and Learning: Develop and execute the Research Plan and Learning Agenda for Global Heineken, focusing on Innovation and in-store/on-trade touchpoints.

• Support Brand Initiatives: Guide global brand initiatives by leading research projects for Communication, Sponsorship, and TM, translating findings into clear business recommendations.

• Orchestrate Performance Dashboards: Create dashboards for Heineken and Amstel to inform management about market gains/losses, causation, and corrective actions.

  
  

Key Responsibilities

• Shape & Deliver: Lead the Research Plan and Learning Agenda for Innovation, using consumer research and data analytics to identify key issues and opportunities (40%).

• Deliver Digital Insights: Focus on media and ecommerce data for the Digital Learning Agenda (30%).

• Support Initiatives: Guide global brand initiatives and approve local market research projects, ensuring they follow global protocols (30%).

  
  

Experience

• 5+ years in a managerial role within a complex international environment or FMCG industry.

• Research Skills: Expertise in both qualitative and quantitative research, including digital/media data analytics.

• Marketing Knowledge: Familiarity with marketing frameworks and principles.

• Agency Management: Experience managing agencies for a variety of research methods such as concept testing, product testing, and advertising tests.

• Analytics Knowledge: Proficient in analytics sciences.

• Stakeholder Management: Strong skills in influencing, presenting, and simplifying complex ideas for non-technical managers.

  
  

Functional Competencies

• Agency management for diverse research methodologies.

• Proficiency in digital insight tools and advertising tests.

• Strong stakeholder management and soft skills.

  
  

NB: Position will close for new applicants on 13/06/2024