Tuesday, 3 April 2018

Head of Consumer Planning and Research

Guinness Nigeria Plc is a major market for Diageo: Guinness Nigeria operates in the unique and fast-growing alcohol industry of over 15mhl beer potential. It is the only company that does Total Beverage Alcohol (TBA) in Nigeria. It’s an on trade dominated market but with a fast-growing off-trade channel.

AutoReqId: 61279BR
Location: Lagos
Function: Marketing
Type of Job: Employee
Reports To: Marketing Director

The context of the role
Guinness Nigeria is a focused business unit that delivers significant volume and profit to Diageo (parent company).
Consumer planning has a critical role and responsibility for proactively identifying and driving consumer insights into the business
Purpose of the role
To champion & drive world-class understanding of consumer attitudes, motivations, and trends that can be leveraged to grow our brands
To be the custodian of consumer insights
To build an understanding of the consumer which is:
Based on issues & opportunities
Rigorous & grounded
Compelling / easy to understand
Proactive & timely
To ensure that brand strategy & communication is founded upon a deep understanding of the consumer
To deliver Measurement and Evaluation for key advertising and promotional projects

Top Accountabilities
Brand planning:
Work closely with the brand teams to ensure that market and consumer insight drives the brand strategy and marketing activity; evaluating marketing activity; GAME planning & managing continuous brand tracking and feedback
Market planning:
Manage, monitor, interpret and communicate trade data (including local trends and sales trends); portfolio planning (including Consumer Scope segmentation, pricing etc.) and ad hoc data to the business (marketing, customer marketing, and strategy)
Innovation planning:
Work closely with the innovation team to develop, test and evaluate new concepts, products or brand extensions for the market

Qualifications and Experience Required
6-8 years’ experience either within an FMCG organization with a planning, brand & consumer focus, or a research agency background
Experience in both quantitative and qualitative research techniques
Experience of the drinks industry is advantageous however not essential.

Guinness Nigeria Plc
Job Level
Experienced (Non-Manager)
Consulting/Business Strategy & Planning
Job Type
Minimum Qualification
Preferred Years of Experience
5 - 7 years