Job Description - Market and Category Insight Manager - (1 Year Fixed Term)
Job Title:
Market and Category Insight Manager
Job Band:
E
Reports To:
Head of Customer Marketing
Department:
Marketing
Location:
Highland Spring Group (The Ochils), Stirling Street, Blackford, PH4 1QA
Working Hours:
Monday to Friday, 9am – 5pm (37.5 hours p/w)
Main Purpose of Job:
The Senior Insight & Data Analyst has a crucial role within Highland Spring
Group with key responsibility for providing the business with the insight
required to make informed strategic decisions. Using in-depth knowledge of
market, category, shopper and customer insight sources, the SI&DA will equip
the Marketing and Commercial teams to shape the company Category Vision,
Brand and Commercial plans. Building relationships across the business and
with LRS, our distribution partner, is a requirement of the role and as such, the
provision of engaging delivery around key messages is critically important. As
part of this role, the SI&DA will also provide external category management
expertise to one major grocery retailer and ensure that LRS have the tools they
require to deliver a consistent category message, in line with the HSG strategy.
Main purpose of job:
Key duties:
1. Lead & develop the regular production and communication of market insight & data within HSG.
This would include regular monthly reporting to key senior management.
2. Ensure HSG has the right partnerships with external key insight & data providers, managing the
relationships and resources effectively for the business.
3. Ensure Contracts are in place for all key partners and that the business is aware of the parameters of
those contracts.
4. Agree and manage the insight budget, ensuring effective use and tracking of all spend.
5. Lead the provision of category, market, customer and shopper insight to feed into the HSG Brand
and Commercial planning processes.
6. Train and develop the marketing team (and to some degree the commercial team) to be reasonably
self-sufficient in extracting data where possible (e.g. Kantar)
7. Alongside the Channel Marketing Manager, provide HSG with actionable insights which inform and
shape the company Category Vision, ensuring a review process is in place to keep the Vision up to
date.
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8. Work with category development colleagues to ensure the business has a clear view of best practice
at the POP and provide the sales teams with the insight they require to actively lead our customer
base.
9. Work with the Channel Marketing Manager, using expertise in market, customer, brand, consumer
and shopper insights, to develop and deliver regular compelling brand selling stories which allow
our sales colleagues and customers to fully understand the strength of the Highland Spring brands.
10. Lead the Category Agenda with one Grocery Retail Customer and provide the required support to
the LRS insight and category teams.
11. Provide strong & compelling insight to lead the thinking of the NPD/EPD team on key strategic
initiatives and also create compelling selling story presentations for trade.
12. Manage the evaluation of marketing initiatives/investments through clearly defined brand health
tracking metrics and methodologies.
Key skills and requirements:
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Degree Qualification – preferably Honours, with a Marketing Focus.
Experienced in FMCG insight creation and provision – food or drink preferred.
Minimum of 5 years’ experience gained within commercial and customer/shopper led marketing
teams with a good insight into and knowledge of what is required to deliver maximum impact with
insight through a diverse customer base.
Highly enthusiastic and resilient individual able to drive insight through the business, working across
a number of key functions in HSG.
A self-starting, strong team player, able to work collaboratively with Brand Marketing Team and
Sales to ensure that HSG has the insight required to create and execute an informed brand strategy.
Strong influencing skills with evidence of managing key stakeholders and senior management
effectively – internally and externally with customers.
Self-assured presentation and communications skills (written and verbal), able to deliver key
messages in a clear, concise and creative way.
Sound project management skills – experience of managing multiple projects and capable of pushing
through change and improvements where required.
Accurate budget management skills, with the capability of prioritising spend in the most effective
way for the business.
Highly experienced in effectively managing key insight agencies, ensuring maximum output and
building strong relationships.
Naturally curious, with a desire to really understand market, shopper and customer dynamics and be
able to clearly articulate those internally and externally.
Some experience in Category Management is a key requirement also, in order to deliver against the
customer facing element of this role.
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