The Shopper Specialist’s (m/f) main responsibility is to support and lead key research initiatives and analyses to develop actionable insights and frameworks that in turn enable the company to be a shopper- and insights-led organisation. This role will play an integral part in integrating shopper knowledge and expertise into key initiatives across the organization, including but not limited to Category Management, In-store Activation, Shopper Marketing, sales- and market-specific initiatives. This individual will focus on transforming raw data and research into selling stories that address specific business needs and communicate findings of analysis and research on key platforms. Critical in this role will be the ability to formulate and manage research projects, manage suppliers and coordinate and execute research projects.
In this role supporting and managing research projects initiated by local teams or HQ will be a key pillar. Moreover, developing materials to up-skill shopper research expertise in the organisation as well as the communication and maintenance of content and training colleagues on the various research methodologies will be part of this role.
The International Off-Premise team is focused on enabling markets in the areas of Trade Marketing, Insights, Field Force, and Key Accounts. Globally, Red Bull purchases valuable data and information around the shopper’s behaviour through eg. Household Panel data, Customer Loyalty Card data, etc. In order to maximize and exploit the full value of this information, the Shopper Specialist will collect, consolidate & structure data sources to build international analysis and generate insights & recommendations to use with customers and across the organization. Moreover, this role will ensure further processing of research and findings to globally leverage the gained powerful knowledge. Storytelling and the support for creating conceptual sells for our customer-facing stakeholders is a key responsibility.
As research and insights related to shopper behaviour and trends will be managed and collected. Regular sharing and communication of insights, trends and industry news within the organisation will be part of this role. Key for our internal communication culture is a high quality of sharing content as well as actionable, easy to understand and transferable information for key stakeholder to use which will be expected from the Shopper Specialist.
The shopper team sees itself as THE go-to resource for local teams and HQ when it comes to ad-hoc shopper insights requests, tool support or research expertise. Therefore, a supportive attitude and flexibility to respond to ad-hoc tasks is critical.
Minimum 2 years experience in the FMCG sector. Ideally in a category or shopper insights function or experience in business consultation with an emphasis on Shopper or Consumer insights.
Knowledge & skills to structure & analyse large syndicated data sources (IRI/Nielsen)
Expertise in using Shopper data including Household Panel and Customer Loyalty Card information.
Extensive knowledge of custom research methodologies & experience with managing research projects.
Strong analytical ability and commercial acumen, including an understanding of either shopper- and market-level drivers. An understanding of both is an advantage.
Excellent communication skills; the ability to conceptualize and simplify complex ideas.
Attention to detail, process driven and structured.
Inquisitive, passionate, self-motivated and results-driven.
Ability to influence and involve others from peers to sales management and cross-functional teams.
Ability to work effectively in a team environment.
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