Market Insights Analyst

Job description

DESCRIPTION & REQUIREMENTS:

Position Overview:

JOB SUMMARY

The purpose of this job is to lead company business information support and provide strategic insights to enable leadership to make and communicate fact-based decisions about growth opportunities prioritization and allocation of resources; design and execute Ukraine planning process to translate broad strategic vision into set of tactical initiatives, track execution of aligned activities and provide mid-term correction to the plan.

KEY DUTIES / RESPONSIBILITIES:

1. Business information quality, relevance and availability assurance: manage a portfolio of high-quality research and data suppliers in a cost-effective way; chose the most appropriate research tools and techniques to address business needs; consult and develop research suppliers via sharing business context, common TCCC ways, practices and approaches of data interpretation and usage; ensure regular quality check and suppliers assessment procedures.
2. Reporting and strategic communication: ensure timely and quality UA corporate reporting; prepare and distribute business updates and continuous research results reports; develop set of operational metrics to track execution of aligned strategies and provide regular update for it; prepare and update early warning reports to track key forces (Macro factors, consumer confidence, weather, etc.) that impact KO business; ensure external and internal communication of results/insights/targets etc. in clear, concise, compelling format.
3. Provide deep and holistic business analytics: conduct statistical and quantitative analysis of data available in order to understand volume drivers and overall business performance; discover correlations forecasting brands’ and industry volume; execute in-depth analysis of competitors’ between factors and effects, quantify it and apply in further performance/external environment estimation; develop Competitive Intelligence direction in close cooperation with other functions.
4. Business insights generation: develop deep understanding of our business, consumers’, shoppers’, customers’, competitors’ behaviour based on available information and performed analysis in order to provide actionable insights for advantaged decision-making regarding marketing mix, OBPPC strategy, commercial activities, portfolio management etc.
5. Strategic and annual business planning processes: conduct RE/BP/LRP volume estimation and validation; develop industries forecast and volume trends understanding both short- and long-term; identify and prioritise strategic opportunities, translate it into tactical activities and reflect all that in the realistic business targets.
6. Scenarios planning and assessment: evaluate the volume opportunity/risk size from implementation of different pricing/packaging strategies, ATL/BTL activities, new launches/delisting, etc., recommend on the most efficient one, reflect it into RE/BP/LRP volume; work on the set of the most probable external and internal environment scenarios, business performance under each of them and monitor scenarios unfolding.
7. Department budget planning and administration: Plan annual research budget to address business needs, ensure all funds are used in accordance with Code of business conduct and all necessary internal procedures are followed.
8. Franchise collaboration: ensure system alignment through all strategic planning process; participate in cross-functional projects.

COMMUNICATION COMPLEXITIES:

Inside TCCC:
• The level of contacts (within the Company, within System) – General Manager, Financial Manager, Strategic Insights Manager, Marketing Manager, Brand Managers, K&I Manager, BMs, technical, PAC departments, RUB CCL, S&BP.
• Purpose&complexity– determine what information the business requires to deliver strategic priorities, communicate the insights in a way that ensures it is acted upon; collect and summarise cross-functional input into planning process and provide recommendation for strategic decisions; the internal or external communication of performance results, strategic insights and decisions.

Outside TCCC:
• Bottler (Marketing, Commercial, Finance Departments)
• Purpose&complexity – weekly/monthly/annually sales forecast alignment, i.e. review/agree on key factors that can impact business performance, opportunities from the industry performance/execution/consumers’ demand standpoints with bottler counterparts from commercial intelligence unit; develop joint process of insights generation and planning; align on key actions resulted from KBIs results; develop broad business understanding and implemented it planning.
• Agencies
• Purpose&complexity – negotiate on services cost-effective portfolio, manage projects and data quality, develop agencies via sharing business context and constant challenging and validation of provided data and insights.

ANALYSIS:

• Identify issues and effectively manage data suppliers (well defined)
• Support reporting routines (well defined) and develop new reports and measures to track external environment changes and execution (new approach required)
• Develop multiple-factor statistical models for forecasting brands’ and industry volume (new approach required)
• Competitive Intelligence project (new approach required)
• Design and develop ABP and LRP Ukraine process (partially defined, need to be improved)

JUDGMENT AND DECISION MAKING:

Recommendations and input in:
• Provide comprehensive data for ABP and LRP
• Provide recommendations re portfolio priorities
• Provide recommendations for OBPPC strategies
• Validation of  business plan volume, profit and share objectives

Final authority in decisions:
• External suppliers selection to perform ad-hoc and continues projects
• Analytical tools and techniques selection to calculate and assess different volume opportunity/risk size from implementation of different pricing/packaging strategies, ATL/BTL activities, new launches/delisting 
• Models and approaches used for industry forecasting and volume projections.

INNOVATION:

• Develop new statistical models, approaches and techniques for industry forecasting and volume estimation
• Establish and conduct holistic multifunctional analysis of competitors operational model and strategy (Competitive Intelligence)
• Develop set of reports with key metrics to track external environment and our execution of aligned initiatives as part of ABP
• Design and execute planning process to ensure full system alignment  

QUALIFICATIONS / COMPENTENCIES / SKILLS:

Technical & Professional Skills:
• Strong knowledge of market research
• Knowledge of forecasting / modelling methods
• Brand / consumer knowledge
• Basic finance knowledge
• Planning and Organizing skills
• Budget management 
• External environment (competitive and market) understanding
• Good communication skills (verbal and written)
• Presentation skills (developing and presenting)

Core Competencies:
• Drive Innovation
• Collaborate with the system, customers and key stakeholders
• Act like an owner
• Inspire others
• Develop self and others

RELATED EXPERIENCE REQUIREMENTS/ QUALIFICATIONS:

• Minimum – 2 years in market analysis (Multinational companies business, preferably FMCG or/and market research agency).

EDUCATIONAL REQUIREMENTS:

• Minimum - University degree in mathematics/sociology/marketing/economics or related field.

CULTURAL DIVERSITY:

• English fluent; Ukrainian & Russian fluent
• Occasionally requires performing spokesperson duties in correspondence with research agencies

TRAVEL REQUIREMENTS:

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