Job Description
Job Title :
Head of Consumer Insight
Department :
Insight
Reporting to (Job Title) :
VP Insight
No of Direct Reports :
3-5
Titles of Direct Reports:
Market research, Guest Experience
and Market Insight managers
Size of Department:
13
Budget Responsibility (direct) :
£0.8m
Revenue Responsibility (direct) :
Date of issue:
29 July 2016
Issued by (name):
Jeremy Tait
Overall Purpose of Role :
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To lead the business in making positive change
To bring relevant and actionable customer insight to the business to enable both tactical
and strategic action. Ensure that through the provision of clear customer insight, the
customer is placed at the heart of every key business decision that Carnival UK makes,
To build a vision and strategy that initiates change through the effective utilisation,
deployment and communication of consumer insight.
To develop and continuously improve the value created from utilising Consumer Insight
in order to provide P&O Cruises and Cunard with clear competitive advantage and
profitable demand
Main Activities and Responsibilities
Strategic Leadership
 Champions the guest through a thorough understanding of their needs and
motivations.. Actively seeks out ways to improve how our brands meet their needs.
Understands the different needs of guest segments and applies this to determining our
strategic targets and position in the market vs other holiday options.
 Brings an external context to our strategic decision making by projecting trends,
anticipating future needs, benchmarking our performance against other cruise and
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holiday companies, and determining who we build propositions and marketing around,
and who we do not.
Coaches and leads others in putting the guest at the heart of decision making.
Develop a research programme that delivers long term strategic value and builds on
current insight in order to enable informed decision making and shape business
strategy.
Facilitates our Ship and Shore teams to improve the Guest Experience by utilising guest
comments and other information to make positive change
Collaborates across All Brands Group uniting our research and market insight
capabilities to optimise value across brands.
Maintain and promote Carnival UK’s customer segmentation model with all relevant
research cut by segment
Improve and de-risk our marketing activity through pre-testing, brand and ad tracking
against competitors and insight on the market and our target customer set
Measure our impact on and competitive position within Travel Agents to improve how
we serve our guests through our agents and to influence their ongoing strategy
Develop the most effective set of tools to listen to our customers effectively and bring
the general business closer to guest and consumers
To ensure that all major CapEx, such as new builds and refits, invests in areas that will
differentiate our brand, meet the needs of target consumers and provide competitive
advantage
To bring foresight to business decisions by anticipating future trends and alerting us to
change in consumer expectations that could have long term impacts on our brands and
require change to our strategy
Responsible for bringing our business closer to consumers, through a structured
programme, sharing outcomes from planned insight programme, utilising trackers and
panels to meet short term needs and track behaviour and ensuring a market and
competitor context is in place, alerting the business to new risks and opportunities.
Effectively integrates change into ongoing operations by matching the scale of change
with timing requirements. Anticipates changing conditions and works to lead change.
Uses broad and varied interpersonal and business-related skills to manage ambiguity for
themselves and others.
Drives change in the business on the basis of insight that has been drawn from the
programmatic analysis of insight, identifying patterns and connecting different pieces of
information that identifies key issues and opportunities
Fearlessly call out risks and areas where the business must focus in order to deliver long
term goals, act in time to prevent business continuing to point of no return
Develops a programme of insight that optimises resource and business benefit.
Set up effective 3rd party relationships to provide insight from multiple sources and
track trends against our performance.
Inspire the business to improve and adapt through a consumer insight strategy that
aligns with corporate goals and the holistic Insight strategy developed with the VP
Insight
To drive change that benefits the Guest by creating a structured plan to utilise the
wealth of data to support, challenge and guide the Guest Experience to develop
initiatives that benefit Guests and the bottom line
To identify, develop and implement business improvement initiatives
Responsible for the setting of brand targets that sit on the CUK dashboard and are
reported to Board monthly
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Acts with a sense of urgency and determination, always with the end result in mind.
Displays a bias toward action. Takes ownership of the work and accepts full
accountability for results.
People Management
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Improve the effectiveness and engagement of the Insight Team, both the Consumer
Insight team and the Broader insight team
Responsible for leading and managing the consumer insight team, ensuring regular
reviews and appraisals take place with appropriate development and growth
opportunities identified and implemented
Responsible for ongoing management of talent, recruiting highly talented and motivated
individuals and planning their progression and developing a succession plan
Optimise the value created by the team by prioritise demand
Guest responsibilities
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To ensure we are targeting and meeting the needs of the ‘right’ guests
Contexts our guest delivery against competitor propositions
To bring relevant and actionable guest insight to the business to enable both tactical and
strategic action. Ensure that through the provision of clear guest insight, the guest is
placed at the heart of every key business decision that Carnival UK makes
Lead the business in delivering positive change and promote an Insight led approach
Direct investment through clarity on driver of consumer motivation and market context
Allow decisions to be balanced between Guest benefit and direct revenue
Financial Responsibilities
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Focus delivery on ROI created, either directly or through enhanced guest experience
Provide clear evidence to support business cases for investment in strategic or tactical
initiatives, including trade driving initiative.
Responsible for expenditure and cost control within an allocated overheads budget,
including accurate monthly forecasting and month-end reconciliation
Manage 3rd parties to contractual terms and quality
Work with the Head of Guest Analytics to have early sight of unexpected costs, full sight
of costs incurred and collaborate on allocating spend to highest priority work
Internal Client Responsibilities
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The Head of Consumer Insight will work closely with the Head of Guest Analytics, to
create a broad, consistent and strategic view of our guests and the market to then
collaborate with senior members from across the business. All sources of insight need to
be considered and triangulated to source true insight.
Establish close working relationships with all other functions to maximise profit and
encourage a collaborative working environment between the insight team and all other
functions of the business.
Ensure that key insight is multi-brand, multi-functional and multi-national, sharing best
practice across teams.
Professional Responsibilities
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Looks beyond existing methodologies and own disciplines to resolve complex problems,
introducing new thinking and processes
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Maintain own professional development to remain at leading edge of thinking
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To be viewed as a leader in the field of consumer insight, applying to real world issues.
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Create engaging and effective visualisations that draw out insight from complex analysis
HESS Responsibilities
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Lead by example by taking care of the health and safety of yourself and others
Actively promote safe working within your team and encourage safe behaviours
Report all accidents, ‘near miss’ incidents and work related ill health conditions to your
manager/supervisor/team leader
Follow safety rules and procedures
General Responsibilities
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To deputise as necessary for the VP Insight
Provide assistance to the VP Insight in prioritising the broad team and communicating
transparently
Adheres to Corporate Policies and Procedures, including Code of Conduct, Audit
Procedures and any control related responsibility for financial data entered, stored, or
reported via business systems within employees control (list not exhaustive).
Comply fully with data protection policies and procedures, maintain business continuity
plans and ensure that quality assurance practices are adopted within the department
and that critical processes are fully documented.
To undertake ad hoc duties as required.
Location: Carnival House, 100 Harbour Parade, Southampton SO15 1ST.
Person Specification
Education, Qualifications, Training and Experience
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Graduate in numerate discipline
Extensive work experience in an insight leadership role.
Work Based Competencies
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A strategic outlook and the ability to translate strategy into actions.
A leader through example who brings people with them and invests in their people’s and
their own development and improvement
A Demonstrated ability to influence and drive change throughout the organisation
A thought leader and challenger
Proven results orientation and commitment to realizing the benefits of change
Proven insight skills
A leader who can lead their own, 3rd parties and colleagues in delivering goals
Consultation and communication skills, political sensitivity and analytical ability
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Ability to process and prioritise large volumes of information and demands for action
Behavioural Competencies
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Dynamic, creative and energetic
A leader who takes clear ownership for work.
An active communicator - capable of high quality verbal and written communication and
able to present information to groups and individuals effectively and persuasively.
A “collaborator” – proactively engaging with stakeholders and colleagues to ensure
comprehensive outcomes.
Will challenge existing thinking and initiate change where beneficial.
Continues to update their understanding of new insight and analytical techniques which
uses to constantly improve the results delivered by the team.
Influence the Executive, Senior Leadership team, and colleagues
Ability to work to strict deadlines, and focus on delivery