The Customer & Market Knowledge Analyst will gather, analyze, and interpret customer and market data, primarily external, to support managers & brands to make strategic decisions. 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, collaborating with key stakeholders to bring data-backed insights and translate them into actions.
job Purpose:
Collaborate with key stakeholders to deliver fact-based, objective views of the brands.
Identify strategic possibilities for business growth through market development (higher penetration, frequency, Intensity of purchase) and tactical opportunities for the marketing teams to capitalize on.
Use your innate ability and passion to understand and empathize with consumers and customers to deliver valuable insights to the business.
Working with your manager to identify consumer and market trends across MENA and using these to shape brand strategies.
1. Market Research & Customer Insights
Design and Conduct Research: Execute market research studies (both qualitative and quantitative research methodologies) to build actionable recommendations & solve business issues.
Competitive Analysis: Continuously monitor competitors’ strategies, product offerings, and market positioning to assess potential opportunities and threats.
Trend Analysis: Identify and interpret macroeconomic & category trends to understand how they impact customer behavior and business performance.
Market understanding: proactively using secondary (desktop research) data sources to understand customer preferences, buying behaviors, and satisfaction levels. Responsible for providing categories yearly forecasted growth and other macroeconomic KPIs to support brand growth.
2. Cross-Functional Collaboration
Stakeholder Communication: Present research findings to internal teams, including marketing, Operations, and Business Directors, 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 Collaboration:
Collaborate with various departments to ensure customer insights are integrated into the brand’s overall strategy, from correct portfolio play to customer experience.
Assist in the development and implementation of action plans for your key brands based on insights.
Product & Service Innovation: Partner with the Marketing and Operations teams within brands (demand planning) to help grow the business, identify unmet customer needs and validate product concepts before market introduction.
3. Performance Tracking & Reporting
KPI Measurement: Monitor key performance indicators (11 Alshaya 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, 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.
Technical Skills: Good understanding of quantitative research solutions: e.g., BHT, U&A studies, listing studies, segmentation...etc. 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. Highly proficient with Excel & PowerPoint tools. 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 Academic Background & Experience: Bachelor’s degree in business administration, Economics, Finance, Marketing or Engineering. 3-5 years of experience implementing market research studies, developing insights into actions. Preferred experience within FMCGs or on the agency side (Ipsos, Kantar, Nielsen or other).