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About the Role

This pivotal strategic role in Japan will act as the leader for big, profit driving consumer/shopper ideas, inspiring brand and sales teams and senior leadership teams, by understanding what matters to consumers/shoppers and overall market landscape and delivering insights which unlock significant brand and business growth. The role holder will also lead, guide and inspire Insights Analyst, Japan to contribute to the insights agenda and priority.

Responsibilities

Lead the identification of critical knowledge gaps relative to consumers, shoppers and the marketplace, and champion the development of solutions to address.
Lead continuous analysis of market trends (IWSR, Intage, Brand Tracker etc.) as well as ad-hoc research projects needed to address key business priorities or knowledge gaps.
Generate actionable insights about the brands, consumers, market trends to assist in the development of brand and portfolio strategies.
Join the dots between consumer, shopper and trade insights.
Collaborate with brand teams in the development of brand building strategies and activations by performing analyses and preparing recommendations, including setting up consumer led KPIs as appropriate.
Play an instrumental role in Country Strategy development and other long-term projects.
Co-lead annual planning process (leading Strategy & Ideation sessions and Commercial workshops) and actively contribute in the whole cycle.
Drive shopper knowledge and category management agenda; co-lead/contribute to category management/redesign projects with Key Accounts together with Brand and Commercial team.
Help establish a strong culture of measurement and evaluation of marketing activities.
Ensure rigid discipline of research budget usage.
Provide strategic oversight of planning cycle in relation to Insights subjects.
Assign appropriate tasks and resources to ensure full alignment with this business process.
Contribute to regional Insights projects ensuring disciplined target setting and tracking of execution and development of team knowledge and capabilities.
Establish culture and necessary projects/processes aimed at holistic consumer and shopper understanding closely linked to business ST and LT strategies and objectives.
Test and learn, connect with wider Insights team and exchange/steal with pride.
Manage relationships with local research agencies and panel providers (contract negotiations, costs, accurate delivery of services, etc.).
Build and nurture the culture of insights and fact-based approach within Marketing.
Build awareness and confidence in usage and interpretation of existing data and tools within Marketing, Sales (including IWSR, Nielsen, Sell-out, etc.).
Closely collaborate with Finance analytics to connect the dots and gather relevant insights for pricing strategy and RGM.
Monitor the market to identify opportunities to get data and relevant insights, Test & learn new mechanics.
Foster a culture of thorough and comprehensive research briefing among the teams.
Manage, guide and develop Insights Analyst, Japan to contribute meaningfully to the insights agenda and priorities.

Requirements

Insights experience (7+ years) in consumer goods environment with successful track record across the marketing mix.
Proficient across various market research methodologies and understanding of data sources and their appropriateness for applying to a particular business issue.
Strong analytics and ability to identify and synthesize multiple data sources including trends and digital intelligence to build and apply thinking globally and across markets.
Experience managing external agency partners & excellent project management skills.
Self-starter with proven ability to identify issues and projects, plan and prioritize with demonstrated ability to organize and manage multiple projects to completion by specific deadlines.

Skills

Analytics
Project Management
Market Research Methodologies
Data Synthesis
Digital Intelligence
Communication

Location

Japan

Work Type

Employee
Full-time

Experience Level

Leader
L2

Benefits

Equitable pay structures for individual and company performance
Premium employee experience
Range of premium benefits that reflect company values and meet the needs of a diverse workforce

About the Company

We believe great people build great brands. And we know there is Nothing Better in the Market than a career at Brown-Forman. Being a part of Brown-Forman means you will grow both personally and professionally. You will have the opportunity to solve problems, seize opportunities, and generate bold ideas. You will belong to a place where teamwork matters and where you are encouraged to bring your best self to work.