Address Job Description :
Purpose of the Role:
Shopper & Category Development is a pioneering function at the forefront of both the Consumer and Customer Marketing with the goal to analyse data across different data sources and call out key insights that can turn shoppers into buyers of our brands through actionable recommendations and propositions that are aligned to the Category, Customer and Brand goals.
This role supports the business in driving data and insights-centric decision making to ultimately win with shopper and customers. At the core of this role is to use the multiple data sources at our disposal, overlay the multiple data pieces to formulate compelling insights that speak to shopper behaviour as well as customer and category trends. Drive sharp actionable insights, that are forward thinking and solve business requirement using advanced data analysis across different data sources.
Top Accountabilities:
- Have an in-depth understand our customer and shopper trends through data mining to support across-functional team through delivering clear and concise Shopper and Category insights.
- Mine, analyse and draw insights on the category and customer to unpack our brand performance vs competitor using shopper basket data to identify existing and emerging market trends, business opportunities and threats. Make recommendations to generate/unlock growth and support the team to generate action plans.
- Leverage data and insights to clearly connect the dots between category and shopper trends – leverage data to ensure the business a competitive edge in implementing winning customer and shopper solutions.
- Develop the right tools and standard reports to support the cross-functional teams data requirements in the planning and decision making process.
- Develop and deploy formats, processes and ways of working that improve and simplify sales performance data/information, execution of targets and trade spend controlling, tracking and analysis.
- Develop robust, relevant and commercially viable action plans based on insights sourced from data pulled from both standard reports, ad hoc requests and self-initiated analysis, including the use of external data and competitor intelligence.
- Assure the validity/integrity of data sources used (both internal and external) for Reporting especially existing strategic data sources that include:
Market Data:
- Truedata/IRI/Nielsen (Retail Measurement Data)
- IWSR (
- Ipsos (Consumer and Shopper panel) Customer & Basket Data:
- Dunnhumby
- Pick n Pay Smart Shopper
- Makro Basket View
- Spar IN-Sights
Present data insight with Commercial Planning using best practice processes and data analytical tools.
Ensure an understanding of category and shopper nuances across sub segments, from channel to customer level – to ensure data led customised solutions.
Identify key opportunities that drive conversion by channel and/or customer by synthesizing shopper basket data and retail understanding from multiple sources to proactively drive category growth.
Identify the most relevant insights that drive channel and brand growth inputting into commercial plans.
Ensure clear and on-time communication within cross-functional teams:
Coordinate great communication process to assure the understanding and use of data/information by the development and deployment of best in class reports, tools and plans to guarantee on time communication and understanding.
Monitoring and communicate competitors’ activities allowing Diageo to keep a step ahead.
Thought partner to organization on analytics, programs, and results. Including ability to push back and influence organization to accept results that counter conventional wisdom.
To champion and drive consumer/shopper Measurement & Evaluation of activity.
Managing the M&E of key accounts activity including all aspects of promotional effectiveness, to ensure the team understand shopper reasons for brand / activity performance.
Ensure M&E is integrated into learning plans.
Ensure M&E learning is applied to drive growth by channel / segment.
Track and communicate business performance.
Monitor and communicate volumes, NSV and other aspects of company performance against previously identified benchmarks, targets and objectives.
Where adverse variances exist in performance against targets, ensure that the possible causes are identified and raised to the relevant teams.
E-Commerce analysis
- Provide Diageo Business Units (including global data sciences team) meaningful ecommerce and omni-channel management information that is aligned with the achievement of company strategic goals and scorecards.
Analyse and interpret digital media and analytics data against a comparable set of net sales data to:
- Build and track consumer funnels and path to purchase
- Measure ecommerce conversion rate and drop off Build visualisation from multiple sources of analytics data
- Mine customer analytics data for insights
- Assess return on investment and return on ad spend against objectives.
- Provide data led recommendations on improving online path to purchase across web, mobile and app
Experience:
- Extensive experience in an analytics function, preferably in FMCG/Beverages/FMCG Retailer industry or Data Supply Agency working with FMCG/beverage industry.
- Experience with Google Tag Manager and Facebook Pixel preferable, but not essential.
- Highly analytical with a sound knowledge/strength of statistics while having the ability to translate numbers into insights.
- Ability to overlay and analyse multiple data sets to create holistic reports and insights.
- Business analysis/Information management.
- Microsoft Office (spreadsheet, database management) and experienced level of use of general system software.
- Strong business acumen and a willingness to challenge conventional structures and processes.
- Sales support systems (technologies).
- Business processes, concept development, implementation and evaluation.
- Strong customer orientation, market research literacy.
Working with Us
Flexibility is key to success in our business and many of our staff work flexibly in many different ways, including part-time, compressed hours, flexible location. Please talk to us about what flexibility means to you and don’t let anything stop you from applying.
Join us and you can also expect a highly competitive and flexible rewards and benefits package.
Celebrating our inclusive and diverse culture is core to Diageo’s purpose of “celebrating life every day everywhere”. This purpose is, in itself, inclusive in nature, as it values everybody irrespective of background, disability, religion, gender identity, sexuality or ethnicity.
We know that for our business to thrive and for Diageo to realize its ambition, we depend on having diverse talent with a range of backgrounds, skills and capabilities in each of the 180 countries in which we operate and to reflect our broad consumer base. We view diversity as one of the key enablers that helps our business to grow and our values, purpose and standards set the conditions for us to respect the unique contribution each person brings.
About Us
From Arthur Guinness to Johnnie Walker, our business was founded on people of great character and in 250 years, nothing’s changed. We’re the world’s leading premium alcohol company. Our brands are industry icons. And our success is thanks to the strength of our people, in every role. It’s why we trust them with our legacy. And it’s why we reward them with the career-defining opportunities that they deserve.
Our ambition is to create the best performing, most trusted and respected Consumer Products Company in the world. To achieve these, we need the world’s very best people.
We're looking for people with creativity, boldness and a sense of purpose to take Diageo and our timeless, pioneering brands to the next level!
Feel inspired?
Then this may be the opportunity for you!
Worker Type :
Regular Primary Location:
1HQ Additional Locations :
Job Posting Start Date :
2024-03-21 
