Yum! Brands (KFC restaurants) is searching for Group head, consumer insights & cx.
Key Responsibilities:
Scope and run Consumer Insights/CX projects across Russia/CEE/CIS region with respect to resources, approach, methods, deliverables, and external partnerships accelerating SSSG across small, medium, and large research engagements
Define the market research plan according to Strategic/Operational objectives; manage budget planning and management
Develop and deliver proposals for research initiatives functionally, X-F and to LT with focus on evolving Insights on CX, building Holistic understanding of the Customer Journeys and translating into actionable insights relevant across Channels and Touchpoints
Partner with internal clients to define research needs/goals and develop the appropriate methodologies from traditional Marketing research (Scan Panel, Brand Health, BRS, U&A studies, Ad Attribution) to CX/CJ and Innovation research (supporting Lighthouse sprints, digital tracking of the CX both on-line and on-premise, new formats testing)
Conduct secondary research on industries, companies, marketing, loyalty, CRM, and other functional subjects with, analysis, and synthesis of business “so what” actionable takeaways
Lead and implement qualitative and quantitative primary research using proven and innovative methodologies and techniques in partnership with KFC research partners or on own
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
Work with our DigTech team to mine social listening data for actionable brand and consumer insights – elevating key trends and issues to cross-functional groups
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
Manage agency teams and the team of 2
Requirements:
University degree; Statistics, Economics, Sociology, Economics
English: Advanced (spoken, written)
Min 7+ 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
People management experience
...