Role Profile: Customer & Market Knowledge Manager

As a Customer & Market Knowledge Manager you will lead efforts to gather, analyze, and interpret customer and market data, to support strategic decision-making across the core brand Alshaya brands. We have an exciting portfolio featuring globally recognized food and Non-Food retail brands (e.g., Starbucks, H&M, Raising Canes, Shake Shack, Bath & Body Works, Victoria’s Secret, and many more!).

The role will involve a mix of qualitative and quantitative research methodologies to deliver actionable insights that drive business growth, product development, and marketing strategies. The successful candidate will work cross-functionally, influencing key stakeholders, including business directors, with data-backed insights and ensuring the brand’s stays ahead of market trends and above competition growth levels.

Key Areas of focus:

1. Market Research & Customer Insights

• Design and Conduct Research: Plan and execute customer and market research studies (surveys, focus groups, ethnographic studies, in-depth interviews, etc.) to gather comprehensive insights.

• Competitive Analysis: Continuously monitor competitors’ strategies, product offerings, pricing models, and market positioning to assess potential opportunities and threats.

2. Data Collection & Analysis

• Data Management: Gather and analyze primary (research led) and secondary (desktop research) data sources to understand customer preferences, buying behaviors, and satisfaction levels.
• Data Interpretation: Translate complex data into simple, actionable insights, identifying patterns and correlations between different market factors.

3. Insights & Strategy Development

• Actionable Insights: Synthesize insights from different external data sources into strategic recommendations for brands, supporting the 3-year strategy plans across brands.
• Business Intelligence: Support the development of new business strategies or new brands into the category (i.e: Chipotle, Primark), by providing detailed customer and market intelligence, facilitating data-driven decision-making.
• Trend Forecasting: Monitor industry shifts and emerging trends, forecasting their potential impact on business and customer needs. Responsible for providing brands with categories into markets yearly forecasted growth to support internal sales growth forecast.
• Product & Service Innovation: Partner with the Marketing and Operations teams (demand planning) to identify unmet customer needs and validate product concepts before market introduction

4. Cross-Functional Collaboration

• Stakeholder Communication: Present research findings to internal teams, including marketing, Operations, and BDs, ensuring they have clear, actionable insights.

• Partnerships with External Agencies: Build relationships with third-party market research agencies, ensuring projects are delivered on time and within budget.
• Cross-Departmental Influence: Collaborate with various departments to ensure customer insights are integrated into the brand’s overall strategy, from correct portfolio play to customer experience

5. Performance Tracking & Reporting

• KPI Measurement: Monitor key performance indicators (11 Measures) related to brand’s awareness, consideration, as well as other brand health tracker KPIs, market share, DNA statements, etc.

• Campaign Evaluation: Track the effectiveness of marketing campaigns, promotions, and product launches, adjusting strategies based on performance insights, leveraging external as well as internal data in the process.
• Regular Reporting: Produce and present regular market and customer insights reports, ensuring key stakeholders remain informed about changing market conditions and customer sentiment, primarily the quarterly BHT presentations

Academic Background & Experience:

• Bachelor’s degree in business administration, Economics, Finance, Marketing or Engineering.
• Minimum of 5 years of experience in a managerial level on the agency side (Ipsos, Nielsen, Kantar, preferably) or,
• Minimum of 2-3 years of experience on the client side, CPG or Retail conglomerates companies preferably.

Technical Skills:

• Good understanding of market research tools: e.g., Ipsos BHT, Nielsen RMS, Kantar Household
• Panel, Metrixlab, Toluna, Euromonitor, Statista, etc, preferred.
• Experience in Qualitative Research: Experience in designing focus groups, in-depth interviews,
• and thematic analysis.
• A/B Testing and Experimentation: Familiarity with designing and interpreting experiments to test
• different campaigns or product hypotheses.
• Strong analytical skills and the ability to interpret complex datasets.
• Familiarity with CRM tools and customer segmentation strategies, preferred.
• General understanding of retail landscape, preferred.

Soft Skills:

• Analytical Thinking: Critical thinking, problem-solving
• Communication: Data storytelling and presentation
• Collaboration: Cross-functional teamwork, influencing skills
• Attention to Detail: Accuracy, thoroughness
• Adaptability: Flexibility, handling ambiguity
• Strategic Thinking: Business acumen, big picture mindset
• Curiosity: Inquisitiveness, passion for learning
• Time Management: Prioritization, multitasking
• Problem-Solving: Solution-oriented, decision-making
• Emotional Intelligence: Empathy, conflict resolution
• Creativity: Innovative thinking