Manager Research at Kenya Airways

Brief Description        

• Research Manager will be responsible to lead, coordinate, and supervise the execution of market research, the results of which will be used to reevaluate and optimize existing and seek new business opportunities. The manager will also manage competitor intelligence to assist in the development of sales and marketing strategy initiatives.

Detailed Description        
Accountability (Responsibility)

 Market research

• Develop and implement market research plans and strategies aligned with company objectives
• Lead to conduct primary and secondary research to identify customer needs and preferences, and analyze research findings to provide insights and recommendations to management
• Drive the Preparation of research briefs for external research companies, monitor research activities to ensure quality control, and review the efficiency of all research processes
• Utilize research to monitor customer opinions and perceptions of our major competitors, and provide feedback and briefings to relevant stakeholders
• Coordinate and facilitate market research to ensure cost-effective methods are used, manage and monitor the ongoing effectiveness of our research suppliers.
  • Forecasts and tracks industry marketing and sales trends based on collected data.
  • Performs other related duties as assigned.

Market Intelligence

• Develop and establish the competitor intelligence function, including the framework for coordination and processes to gather relevant data from all necessary sources
• Analyze and interpret information on competitor intelligence, including competitor's offers, value propositions, alliances, and market relationships, and activities that are impacting on our market share
• Provide summary information to all relevant managers to assist in the development of counter offers and marketing strategy initiatives
• Provide guidance in feedback and briefings to frontline staff on key findings from competitor analysis.

Budget Control

• Develop and manage the market research budget, ensuring resources are allocated appropriately and within the agreed budgetary limits
• Monitor expenditure against budget, identifying and addressing any variances or risks
• Develop business cases and proposals for additional budget requirements where necessary, and ensure all spending is in line with company policies and procedures.

Reporting

• Develop and deliver regular reports to senior management on market research and intelligence findings, including insights, recommendations, and performance metrics
• Ensure reports are accurate, insightful, and actionable, and present findings in a clear and concise manner
• Collaborate with other teams, such as marketing and product development, to integrate research insights into business decisions and strategies
• Continuously monitor and evaluate the effectiveness of reporting processes and make recommendations for improvements.

Stakeholder Management

• Work very closely with Commercial to understand how to handle competition, and revenue management to execute timely interventions in the market.
• Hold regular meetings and 1:1 with stakeholders (sales director, PRM, Digital commerce and their staff) to exchange ideas as well as  evaluate effectiveness of shared campaigns within the assigned region.
• Working closely with the Managers within Digital, Brand and Marketing Department ensuring there is KQ brand presence within the assigned region including regular audits that ensure product and brand integrity in line with the brand manual/ standards.
• Establish partnerships to reinforce KQ position in the assigned market. Leveraging on brands with similar values and affiliations

Managing People

• Manage and lead a team of market research professionals, providing guidance, coaching, and feedback on performance and development opportunities
• Foster a culture of innovation and continuous improvement within the team, encouraging knowledge sharing and collaboration
• Ensure team members are equipped with the necessary skills, resources, and support to deliver high-quality research outcomes
• Set team objectives, monitor progress, and provide regular performance feedback to team members.

Job Requirements        

• University graduate preferably in Marketing
• Bachelor’s degree in business or social Sciences
• 7 years’ experience in a dynamic market environment with a minimum of 5 years of market research experience, including experience in managing research projects and leading a team
• Proven ability to comprehend and interpret competitor strategies and consumer behavior, and to gather large amounts of data and convert it into meaningful analysis with a user-friendly format
• Strong theoretical and research proficiencies, analytical thinking, and problem-solving skills
• Excellent teamwork and interpersonal skills, with strong written and oral communication abilities
• Ability to work under pressure and meet strict deadlines.
• Membership/Certification – Relevant Marketing Societies
• CIM Accreditation
• Experience in handling this vast market is an added advantage

Additional Details        

• Excellentnegotiation, communication interpersonal and people skills
• Excellentorganizational, planning and analytical skills
• Good knowledgeof Marketing operating environment
• Good knowledge of International parameters affecting marketing
• Good knowledge of both offline and online marketing channels.
• Strong proficiency in use of IT