The Shopper Insights & Data Analytics Manager plays a pivotal role in transforming data into actionable commercial strategies. This position leads the generation and application of shopper insights, trade analytics, and performance dashboards that drive informed decision-making across sales, marketing, and trade teams. The role integrates internal sales data, retail audits, shopper behavior, and syndicated research to shape winning commercial plans and improve execution across retail channels.
Shopper & Consumer Insights
- Lead the design and execution of shopper research studies (e.g., path to purchase, shopper missions, triggers/barriers).
- Translate insights into practical recommendations to optimize category growth, shopper conversion, and instore strategies.
- Partner with Category and Trade teams to embed shopper thinking in campaign design and trade execution.
Data Analytics & Commercial Reporting
- Manage and optimize dashboards and scorecards for key metrics (volume, revenue, MCS, SOS, display penetration, promo ROI).
- Analyze performance trends across channels, regions, and categories to identify gaps and opportunities.
- Drive data storytelling and business recommendations using sell-in, sell-out, and market share data.
Promotion & Trade Spend Analytics
- Support post-activity evaluation of trade promotions using volume uplift, incrementality, and ROI metrics.
- Develop models to guide investment decisions, pricing elasticity, and portfolio optimization.
Business Intelligence & Tools Management
- Maintain, enhance, and integrate business intelligence tools (e.g., Power BI, Tableau, Excel models).
- Collaborate with IT and data governance teams to ensure data integrity and accessibility.
Stakeholder Engagement & Cross-Functional Alignment
- Serve as the insights partner for Sales, Marketing, Trade Marketing, and General Management.
- Facilitate insights sharing across internal teams to build a data-driven culture and faster decision cycles.
Qualifications:
- Education Attainment: Bachelor's degree in Business, Statistics, Marketing, Economics, or related field Work Experience
- Work Experience: 5-8 years of experience in FMCG insights, trade analytics, or category management
Other Experiences
- Strong experience with data visualization tools (Power BI,Tableau) and analytics platforms
- Familiarity with Nielsen, Kantar, retail audits, and shopper panel data
- Advanced Excel and strong storytelling capability using data
- Excellent analytical thinking, collaboration, and project management skills
