Consumer & Market Insights Manager

Job OverviewLead Promasidor Nigeria's consumer and market insight agenda as a shared marketing capability across Dairy, Culinary and Beverages. Build deep understanding of consumers, shoppers, categories, channels and market dynamics; convert that understanding into clear growth implications and recommendations; and partner Category Growth Squads to build stronger, more relevant, consumer-led brands that drive profitable category growth.Key Responsibilities Build a holistic view of consumers and shoppers, including occasions, need states, cohorts, product domains, category structure, retail/channel dynamics, macroeconomic factors, culture and emerging trends.

• Bring priority consumer segments to life in an inspiring, practical way that helps category and brand teams make better choices.
• Maintain a forward-looking view of competitor activity, category shifts and changes in consumer behaviour that may create risk or growth opportunity.
• Partner Dairy, Culinary and Beverages Category Growth Squads to translate market truth into growth bets, brand plans, 90-day priorities and concrete actions.
• Shape decisions on portfolio and architecture, innovation, product/pack/claims, communication, assortment, pricing, consumer journeys and customer/channel opportunities using evidence and consumer understanding.
• Proactively identify and size growth opportunities, explain the drivers behind them and recommend what the business should scale, fix, stop or accelerate.
• Define fit-for-purpose research methodologies and align project background, objectives, design, action standards and decision criteria with Marketing, R&D, Sales and other stakeholders.
• Create high-quality briefs, evaluate supplier proposals and manage research projects end-to-end - including design, protocols, questionnaires, stimulus, fieldwork, analysis and presentations to quality, timing and cost expectations.
• Combine ad hoc research with retail audit, consumer panel, brand/campaign tracking, product testing and other data sources to answer business questions and reduce decision uncertainty.
• Track category, brand and NPD performance and provide regular market updates that help leaders understand what changed, why it changed and what action is required.
• Maintain integrated dashboards and learning that connect business measures (revenue, volume, share, margin/contribution), consumer measures (penetration, frequency, consideration, preference, brand equity), growth bets and marketing effectiveness.
• Anticipate business information needs and ensure timely delivery of accurate data, analysis and interpretation for weekly, monthly and quarterly decision forums.
• Synthesize multiple sources into a clear point of view on present and future growth drivers, avoiding data dumps and focusing on implications, choices and next actions.
• Produce concise, compelling insight stories, reports and presentations with clear recommendations grounded in evidence, consumer understanding and business context.
• Influence stakeholders through strong judgement, fact-based challenge and quality of thinking, ensuring insight moves the organization from learning to action.
• Build strong research and data-partner relationships and hold suppliers accountable for quality, speed, cost effectiveness, learning value and actionable output.
• Work closely with Category Managers, Brand Managers, Media, Innovation, Commercial, Finance and Operations; contribute actively to weekly Category Growth Squads, monthly performance learning and quarterly growth reviews.
• Create a shared learning agenda across categories, capture post-project learning and improve research approaches, tools and ways of working over time.Qualification Requirements
• Bachelor's degree in Business, Marketing, Economics, Statistics, Social Sciences or a related discipline.
• Additional professional marketing, research or analytics qualification is an added advantage.
• 6 to 8 years of relevant consumer/market research, insights or analytics experience, preferably in FMCG / consumer goods.
• Demonstrated ability to manage custom research projects and build strong partnerships with key suppliers.
• Experience working cross-functionally and across multiple stakeholder groups.Knowledge & Technical Skills
• Strong understanding of retail audit / market measurement (e.g. Nielsen / NIQ) and consumer panel data.
• Strong analytical capability and confidence handling large ad hoc data sets; able to connect data to business implications.
• Practical experience with consumer research, including quantitative and qualitative approaches; product, pack, concept and communicationresearch exposure is advantageous.
• Strong Excel and PowerPoint capability; working knowledge of Tableau or other data visualization tools.Physical Requirements and Environmental Conditions
• Travel may be required for consumer immersion, market visits, fieldwork, agency meetings and regional/business reviews, including occasional overnight stays.
• Role is primarily office-based with regular field, consumer and market exposure.