Insights & Analytics Manager.CRM & Loyalty

Job Purpose

Shopper & Market Understanding

• Lead the development of shopper, customer, and market insights that inform strategic decision-making across the business.
• Design and execute primary research programs including quantitative surveys, qualitative research, focus groups, and customer feedback initiatives.
• Conduct secondary research and competitive intelligence to identify market trends, shopper behaviour shifts, and emerging opportunities.
• Utilize syndicated research sources such as Nielsen and Kantar panels to benchmark performance and understand category dynamics.
• Apply advanced analytical techniques and emerging research technologies to deepen understanding of customer motivations, category engagement, and purchase decision drivers.
• Utilize CRM and transaction datasets to enhance traditional research outputs such as Usage & Attitude studies, customer segmentation, and mission-based behavioural analysis.

Data & Insight Integration

• Integrate internal transactional data, CRM data, and loyalty program data with external research insights to build a comprehensive view of shopper behaviour.
• Analyse large datasets using analytical tools such as SQL, SPSS, Excel, and BI tools to uncover behavioural patterns and growth opportunities
• Develop shopper segmentation and behavioural frameworks that help the business better understand customer missions and purchase drivers

Ai-Enabled Analytics & Research Innovation

• Drive the adoption of AI-assisted analytics and research methodologies to accelerate insight generation and enhance analytical capabilities across the organization.
• Explore and deploy AI-enabled research tools to support faster analysis of customer behaviour, sentiment, and emerging consumer trends.
• Leverage machine learning, automated analytics, and generative AI tools to enhance hypothesis generation, exploratory analysis, and pattern detection within large customer datasets.
• Identify opportunities to augment traditional research methodologies with AI-driven approaches including automated insight extraction, and scalable consumer feedback analysis

Strategic Business Insights

• Deliver actionable insights to support key business functions including Commercial, Operations, Category Management, Pricing & Promotion, Private Label, and Strategy teams.
• Identify opportunities to improve assortment strategies, promotional effectiveness, pricing decisions, and customer value propositions.
• Provide insight-driven recommendations that help the organization stay ahead of market and competitive trends.

Crm & Loyalty Insights

• Partner closely with CRM and Loyalty teams to generate insights that enhance customer segmentation, targeting, and personalization strategies.
• Analyse loyalty program performance and customer engagement metrics to identify opportunities to improve retention and customer lifetime value.
• Support the development of customer lifecycle strategies and personalized marketing initiatives

Insight Communication & Storytelling

• Translate complex data and research findings into clear, compelling business narratives that drive decision-making.
• Develop insight presentations, dashboards, and reports for senior leadership and cross-functional teams.
• Champion a culture of data-driven decision making across the organization.

Research Governance & Insight Hub Development

• Establish standardized research frameworks, methodologies, and processes to build a centralized shopper insight hub within the organization.
• Manage relationships with external research agencies and syndicated data providers
• Ensure research quality, consistency, and adherence to best practices.

Supplier Insights

• Support the development of a structured Insights & Analytics Services portfolio that leverages customer and shopper data to generate strategic value for brand partners and suppliers.
• Utilize CRM and transactional data to develop analytics frameworks that support areas such as shopper missions, switching behaviour, purchase drivers, and category engagement.
• Collaborate with Commercial and Category teams to translate customer data into meaningful supplier-facing insights that inform assortment strategies, product innovation, and marketing initiatives.
• Support the preparation of insight-led presentations and analytical narratives used in supplier engagement discussions and strategic category reviews.

Education

Experience

• 7 years of experience in shopper insights, market research, customer analytics, or consumer intelligence.
• Experience working in retail, FMCG companies, or research agencies

Strategic Thinking

Analytical Capability

Ai & Advanced Analytics Tools

Storytelling & Insight Communication

Commercial Acumen

Stakeholder Management

Curiosity & Consumer Mindset

• Advanced Microsoft Excel

• Survey and research tools
• Quantitative and Qualitative Research
• SQL or similar data querying tools
• Data visualization tools (Power BI / Tableau)
• Experience analyzing large retail transaction datasets

• AI & Advanced Analytics Tools

• Strong experience managing primary and secondary research programs.
• Experience using syndicated research data such as Nielsen or Kantar.
• Demonstrated experience integrating customer transaction data with research insights.
• Exposure to data monetization or supplier insight programs is a strong advantage.