Market Insights Manager

Market Insight Manager will lead all research projects for Highlands brand (café chain & CPG) to develop deep market/ consumer/ shopper/ customer insights to identify growth opportunity, validate hypothesis and offer solutions that inform brand/ execution/ business strategies.

**Job Description:**

**Market Research & Insights Generation**
- Lead all research projects for Highlands brand (café chain & CPG), both tracking and customized adhoc, including working with cross-function stakeholders to understand business challenges/ questions, working with research agencies to execute comprehensive research projects (qualitative and quantitative) to provide valuable data, breakthrough consumer insights and actionable recommendations that guide business/ marketing strategies leading to business growth. Ensuring all projects are delivered on time and maintain high data quality standards.
- Collaborate with company-owned and franchised operators to understand consumer trends. This includes providing insights as well as receiving critical information from consumers and operators.
- Support international expansion by conducting market research and competitive intelligence gathering to understand customer preferences, behaviors, and market dynamics in new markets (if any), to inform market entry strategies, product localization, and marketing campaigns.

**Strategic & Tactical Recommendations**
- Uncover consumer perceptions, behavior, and other insights to evaluate the company’s current market position, provide both strategic and tactical recommendations that will drive action and impact business growth.
- Lead analysis & reports on business and marketing initiatives’ performance to optimize the effectiveness of marketing campaigns, promotions, brand/ pricing strategies, Loyalty program, and other commercial initiatives.
- Provide integrated analysis & strategic guidance by connecting the dots across various research sources to build a comprehensive consumer story and recommend opportunities to support stakeholder committees/ meetings, advocate for consumer data driven decision making.
- Assist the Head of SP&I in Annual Operating Plan (AOP) process by leading business diagnostic incorporating consumer insights and strategic priorities to align marketing budgets with overall business objectives.

**Insights Capability Building**
- Lead the development & implementation of an integrated insights & information platform (data management, analytics tools, reporting dashboards, and technologies) to enhance data collection, analysis, and knowledge management.
- Stay up to date on consumer trends, continuously analyze market dynamics, promote new methodologies and analytics tools that can drive innovation for the Management team.
- Stay on the leading edge of research system and capabilities. Drive the process simplification.
- Provide cross functional team with appropriate training in the effective use of research systems/ methodologies and information analysis.

**Budget & Stakeholder Management**
- Manage research budget and resources to deliver initiatives on time and within approved parameters.
- Develop & maintain good working relationship with internal clients (Marketing team, Operations, etc.) & external suppliers (e.g., research agencies) to obtain a thorough understanding of market needs from a consumer standpoint. Ensure the highest level of satisfaction, and drive effectiveness & cost efficiency of all research projects.