В Bayer требуется Senior Marketing Research Manager.
Responsibilities:
- Compiles and implements an annual marketing research plan in accordance with the strategic objectives of the company and business objectives of the brands. Accumulates all existing and new researches in one single knowledge data base, which is a source of information for making strategic decisions in Marketing, Marketing Excellence, HCP and trade in the areas of Strategy and Execution. Pro-actively gathers and aggregates all brands insights and research goals and works closely with brand marketing, HCP and trade teams to plan the best research designs to fit business goals and enrich marketing excellence skills and consumer shopper journey with sufficient information, as well as their potential to achieve business goals and KPIs defined in strategies
- Collects data and helps transform research findings into business recommendations for making strategic decisions and developing brand strategies, as well as in setting and tracking key indicators of brand success
- Plans and performs qualitative and quantitative strategically important marketing researches including a panel type of researches as well as ad-hocs, including: prescription, recommendation (doctos and pharma), all types of consumer researches, including creative materials tests, U&A, econometrics models, promo channels sufficiency, etc.
- Helps to establish key indicators of brand success and evaluate the effectiveness of key factors of brand effectiveness and sales indicators including: market share, awareness, loyalty, purchase intent and prescription, purchase and prescription barriers and drivers, U&A od consumers and HCPs behavior, category and brands penetration, new product launches opportunities
- Works together with the procurement department to distribute research budgets. Selects agencies for various research areas, manages all research providers and works closely with them to ensure a high-quality end product. Provides support to creative, media and digital agencies in their research requests, advises them on strategic areas
- Builds close cooperation with global research groups, represents the interests of the Consumer Health Russia Division in global research projects, integrates globally developed standards and helps to fulfill all global research requests on behalf of the Consumer Health Russia Division
- Has in-depth knowledge in the field of research, which is supported by constant self-study and participation in educational and industry conferences to identify best practices and new research opportunities for the Bayer Consumer Health RU&CIS sub-region. Organizes ongoing training of stakeholders of the Bayer Consumer Health RU&CIS sub-region and supports the CIS countries in the field of research and data analysis
- Takes an active part in the development of consumer understanding of brands. Monitors the extremely volatile environment in Russia, anticipating key trends and changes in the behavior of consumers and healthcare workers. Acts as a source of knowledge about consumers and healthcare professionals that can be turned into effective communication strategies. Supports digital and media managers of agencies by providing information about consumers and healthcare workers, and integrates ideas collected on the Internet into a knowledge database
- Understands the importance of compliance with legal and regulatory acts regulating the business, financial and economic activities of the enterprise
Important for company:
- Higher education (marketing, sociology)
- More than 5 years of research and analytical work experience
- Strategic thinking, ability to develop a medium-term perspective and break it down into specific stages
- Strong leadership qualities and project management skills
- High learning ability
- The ability to convert complex things into simple ones, focusing on the full picture and highlighting key details and translating data and information into meaningful knowledge
- Ability to combine data, have judgment and experience to make effective decisions in difficult situations
- The ability to balance the best research practice and a strong commercial perspective to achieve both high quality and maximum value
- Actively seeks and uses ideas, best practices and adopts developed solutions of other companies
- Actively shares information and advanced research methods
- Works and cooperates with various specialists
- Strong customer orientation is key in this position
- English - upper-intermediate
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