Consumer & Market Insights Manager

Consumer & Market Insights Manager

• Job Type Full Time , Onsite
• Qualification BA/BSc/HND
• Experience 6 - 8 years
• Location Lagos
• City Oshodi - Isolo
• Job Field Marketing and Communication

Job Overview

• Lead Promasidor Nigeria's consumer and market insight agenda as a shared marketing capability across Dairy, Culinary and Beverages.
• Build deep understanding of consumers, shoppers, categories, channels and market dynamics; convert that understanding into clear growth implications and recommendations; and partner Category Growth Squads to build stronger, more relevant, consumer-led brands that drive profitable category growth.

Key Responsibilities

• Build a holistic view of consumers and shoppers, including occasions, need states, cohorts, product domains, category structure, retail/channel dynamics, macroeconomic factors, culture and emerging trends.

• Bring priority consumer segments to life in an inspiring, practical way that helps category and brand teams make better choices.

• Maintain a forward-looking view of competitor activity, category shifts and changes in consumer behaviour that may create risk or growth opportunity.

• Partner Dairy, Culinary and Beverages Category Growth Squads to translate market truth into growth bets, brand plans, 90-day priorities and concrete actions.

• Shape decisions on portfolio and architecture, innovation, product/pack/claims, communication, assortment, pricing, consumer journeys and customer/channel opportunities using evidence and consumer understanding.

• Proactively identify and size growth opportunities, explain the drivers behind them and recommend what the business should scale, fix, stop or accelerate.

• Define fit-for-purpose research methodologies and align project background, objectives, design, action standards and decision criteria with Marketing, R&D, Sales and other stakeholders.

• Create high-quality briefs, evaluate supplier proposals and manage research projects end-to-end - including design, protocols, questionnaires, stimulus, fieldwork, analysis and presentations to quality, timing and cost expectations.

• Combine ad hoc research with retail audit, consumer panel, brand/campaign tracking, product testing and other data sources to answer business questions and reduce decision uncertainty.

• Track category, brand and NPD performance and provide regular market updates that help leaders understand what changed, why it changed and what action is required.

• Maintain integrated dashboards and learning that connect business measures (revenue, volume, share, margin/contribution), consumer measures (penetration, frequency, consideration, preference, brand equity), growth bets and marketing effectiveness.

• Anticipate business information needs and ensure timely delivery of accurate data, analysis and interpretation for weekly, monthly and quarterly decision forums.

• Synthesize multiple sources into a clear point of view on present and future growth drivers, avoiding data dumps and focusing on implications, choices and next actions.

• Produce concise, compelling insight stories, reports and presentations with clear recommendations grounded in evidence, consumer understanding and business context.Influence stakeholders through strong judgement, fact-based challenge and quality of thinking, ensuring insight moves the organization from learning to action.

• Build strong research and data-partner relationships and hold suppliers accountable for quality, speed, cost effectiveness, learning value and actionable output.Work closely with Category Managers, Brand Managers, Media, Innovation, Commercial, Finance and Operations; contribute actively to weekly Category Growth Squads, monthly performance learning and quarterly growth reviews.

• Create a shared learning agenda across categories, capture post-project learning and improve research approaches, tools and ways of working over time.

• Qualification Requirements

• Bachelor's degree in Business, Marketing, Economics, Statistics, Social Sciences or a related discipline.

• Additional professional marketing, research or analytics qualification is an added advantage.

• 6 to 8 years of relevant consumer/market research, insights or analytics experience, preferably in FMCG / consumer goods.

• Demonstrated ability to manage custom research projects and build strong partnerships with key suppliers.

• Experience working cross-functionally and across multiple stakeholder groups.

Knowledge & Technical Skills:

• Strong understanding of retail audit / market measurement (e.g. Nielsen / NIQ) and consumer panel data.
• Strong analytical capability and confidence handling large ad hoc data sets; able to connect data to business implications.
• Practical experience with consumer research, including quantitative and qualitative approaches; product, pack, concept and communicationresearch exposure is advantageous.
• Strong Excel and PowerPoint capability; working knowledge of Tableau or other data visualization tools.

Physical Requirements and Environmental Conditions:

• Travel may be required for consumer immersion, market visits, fieldwork, agency meetings and regional/business reviews, including occasional overnight stays.

• Role is primarily office-based with regular field, consumer and market exposure.

• Check how your CV matches this job