Consumer Planning Analyst at Diageo

Role Responsibilities

Best in class consumer understanding

• Ensuring successful deployment of the Consumer Choice Framework (CCF) and illuminating opportunities for business growth.
• Ensuring the CCF is reflective of an evolving internal and external context and is accompanied by a richer understanding of the motivations and manifestations of changing socialization patterns.

Management of the brand guidance system and dashboard (BGS)

• Ensuring continued embedding of BGS 2.0 across marketing, including usage and understanding of the programme/dashboard through formal training and informal coaching.
• Seeking out opportunities to drive more value from the programme in the short, medium and long term through AI analytics.
• Monthly reporting of consumer behavior (Awareness, Penetration, cultural vibrancy and regular refresh of the brand list and other KPIs based on changes in consumer behavior.
• Tracking of the evolution of occasion motivations and portfolio performance through BGS on a monthly basis.
• Set up, supervision and reporting of the brand strength scores (Equity, Meaningfulness, Distinctiveness, Salience).
• Ensuring data accuracy in BGS portal and running refresher trainings to the marketing function.
• Set up of BGS deep-dives (bolt-ons) of ongoing consumer activities for M&E.

Qualifications

• A graduate 
• Background in statistical analysis
• 3+ years’ experience in research and/or marketing environment
• Experience in both quantitative and qualitative research techniques.