Yum! Brands (KFC) is searching for a Senior Consumer Insights & CX Manager.
Key Responsibilities:
- Develop and deliver proposals for research initiatives functionally and X-F with focus on evolving Consumer Insights, building Holistic understanding of the Customer Journeys/CX and translating into actionable insights relevant across Channels and Touchpoints.
- Lead and implement qualitative and quantitative primary research using proven and innovative methodologies and techniques in partnership with KFC research partners or on own. Including briefing & selecting agency (according to internal procedures), control and responsibility for the project (quality and deadlines), control and responsibility for making synthesis of outputs, conclusions and recommendations.
- Communicate research results, conclusions and recommendations to internal customers. Participate in development of action plan based on research results.
- Management of syndicated researches Scan Panel, Brand Health, U&A studies, Ad Attribution, etc. Control and responsibility for meeting deadlines on reports, responsible for information analysis: preparing of reports with comments, communicate research results, conclusions and recommendations to internal customers, participate in development of action plan based on research results.
- Management of innovation researches NPD research (BRS, concept testing), CX/CJ and Digital Innovation research (supporting Lighthouse sprints, digital tracking of the CX both on-line and on-premise, new formats testing). Control and responsibility for meeting deadlines on reports, responsible for information analysis: preparing of reports with comments, communicate research results, conclusions and recommendations to internal customers, participate in development of action plan based on research results.
- Conduct secondary research on industries, companies, marketing, loyalty, CRM, and other functional subjects with analysis and synthesis of business “so what” actionable takeaways.
- Use KFC 1P and 3P consumer/shopper data in combination with primary and secondary research to articulate powerful and impactful stories for our internal stakeholders and external strategic partners.
- Lead the research of new business concepts, new products/formats, new technologies, new data and AI/ML methods, and stays on the cutting-edge of innovation across relevant industries.
- Disseminate research findings to various teams through communication assets such as reports, presentations, user journey maps, design principles, frameworks, workflows, day-in-the-life scenarios, and use case summaries.
- Responsible for keeping key stakeholders (LT) updated on market trends and competitor-related happenings around topics of interest.
- Apply business-oriented perspective to all conclusions and deliverables, drawing out the 'so what, now what' for stakeholders. Use visuals to explain complex research methodologies and findings in actionable, digestible manner for executive audiences.
- Check the credibility, consistency, reliability and reproducibility of analyses, forecasts and primary research activities.
- Internal consulting on usage of results of ad-hoc and syndicated studies, on relevance and feasibility of analyses/surveys as well as on datasources, studies available and agencies at the market.
- Development of MR expertise, optimization of MR approaches, search of new methodologies & agencies.
- Participates in brand teams & develop MR knowledge among colleagues & internal clients.
Qualifications:
- University degree; Statistics, Economics, Sociology, Economics.
- Over 4 year experience in Marketing Research Department or Research Agency (FMCG/Retail).
- English: Advanced (spoken, written).
- Min 4 year experience in Marketing Research Department or Research agency.
- Advanced Analytical Skills is a must: data analysis and synthesis, analytical concise and comprehensive summaries creation for top management.
- Advanced MS Office Excel including pivot tables and massives and advanced Power Point user.
- Advanced presentation and Communication skills.
- Research Methodologies knowledge and concise analytical summaries creation advanced skill.
- Project management experience; budget management experience.