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Bacardi

Careers at Bacardi

Strategy, Insights and Analytics Associate Director

Job Name

Strategy, Insights and Analytics Associate Director

Country:

China

City:

Shanghai

Function:

Marketing - Communication - PR

Reporting Line:

Regional Strategy Director

Job type:

Full time

Lead recruiter:

Amy Geng

About the role

Your Opportunity

You will support long term country strategy development through analysis of socio demographic, cultural, and category drivers, and the translation of those insights into growth opportunities. You will monitor and deliver main Consumer, Bartender, Shopper, and Market trends guiding business on potential business implications and enabling Bacardi to be ahead of the competition.

About You 

Passion for understanding consumer behavior, to understand and predict how emerging trends will influence purchase and consumption patterns. Strong interpersonal skills, with proven ability to influence senior business stakeholders, and effectively manage agency partners. Able to combine data, judgement, and experience - to support effective decisions in complex situation and when there is ambiguity.

Responsibilities

With our Consumer at the heart, your key focus will be to:
  • Responsible for leading consumer/shopper insights and analytics for Greater China and to provide the China leadership team with an overview of all brand health KPIs
  • Build, agree, and implement a Learning Plan for the country, working with category and market leadership teams to secure buy-in, funding and engagement.
  • Identify, source and deliver key consumer & shopper data required to effectively understand business performance.
  • Sources available to date include: IWSR, Nielsen, Consumer Mindsets (proprietary), Bacardi’s Consumer Consumption
  • Tracker (proprietary) – others for China specifically need to be identified.
  • Define research methods and resources needed to provide organization with the necessary knowledge to make specific business decisions.
  • Lead marketing research including planning, budgeting, quality control and management of external research partners
  • Identify and utilize analytics and analytics platforms to support decision making in digital marketing and digital commerce
  • Identify growth opportunities via trends/analysis from across multiple sources. Engage and inspire the business to ask “why” consumers behave the way they do, and how we can understand and respond to their needs.
  • Partner with the Marketing team to analyze and report the effectiveness of marketing spend with support of the Marketing Performance team.
  • Partner and collaborate with Strategic Insights and Analytics (SIA) regional and central teams on specific research programs
  • Increase the Insights and analytics capability of the wider organization through appropriate training, workshops, communication, alongside standard brand, and category reporting.
  • Support Situation Assessment for annual integrated activity planning (IAP) for key Brands based on Bacardi Way of Growth guidance

Skills and Experience

The Skills & Experience needed to create your legacy
  • 7+ years Consumer Insights experience
  • 5+ year experience of working in an International FMCG business or research agency.
  • Mastery of digital marketing and digital commerce data and research tools.
  • Able to effectively operate in a highly matrixed environment and get things done through formal & informal channels
  • Communicates persuasively to win support at senior management levels
  • Actively seeks and takes advantage of ideas, best practices, and solutions developed elsewhere
  • Works with and collaborates across functions, geographies, cultures, and people w/ different backgrounds
Personal Qualities
  • Passion for understanding consumer behavior, to understand and predict how emerging trends will influence purchase and consumption patterns.
  • Strong interpersonal skills, with proven ability to influence senior business stakeholders, and effectively manage agency partners
  • Able to combine data, judgement, and experience - to support effective decisions in complex situations and when there is ambiguity
  • Able to balance research best practice and a strong commercial perspective – able to see beyond the data and think about what is best for the business
  • Strong experience in digital research tools and analytics, including digital commerce
  • Actively seek and take advantage of ideas, best practices, and solutions developed elsewhere
  • Proactively share information, best practices, and ideas with others
  • Able to effectively operate in a highly matrixed environment and get things done
  • Work with and collaborate across functions, geographies, cultures

Our culture

We share the passion and entrepreneurial flair of our founder and are guided by our three culture pillars - Fearless, Family and Founders, they inspire our Primos to be the best they can be and drive us forward in all we do. But what does this mean?

·       Being Fearless; means adopting an agile mindset, being comfortable trying new things and taking risks. We are empowered to question, challenge and innovate.

·       Family; We treat each other, and our communities, like Family. Always.

·       Founders; The spirit of entrepreneurship is at the heart of everything we do. We see the business as if it’s our own. We do the right thing for the business and we all take accountability for our work.

When you join Bacardi, you become part of our family and gain more than just a job.


Disclaimer: Bacardi is an equal opportunity employer that values workforce diversity. Diversity is core to our business: by embedding diversity into all aspects of our culture, we maximize the opportunity to achieve sustainable business success and growth. The duties and responsibilities described in the role profile might not be a comprehensive list.