Retail and Customer Insights Analyst

Diageo · Nairobi

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Job Title: Retail and Customer Insights Analyst

Functions

Marketing is where our brands show up in culture and stay there. 

This is where creativity meets insight. We take a deep understanding of people, culture and trends and turn it into ideas that spark conversation and shape how our brands are experienced around the world. 

From defining brand strategy to launching campaigns that people remember, the work here influences how we show up in the moments that matter. 

You’ll be part of a team that’s curious, collaborative and always looking ahead, reimagining our brands for today while building what comes next. 

About Us

KBL produces & distributes a large portfolio of alcoholic and non-alcoholic beverages and operates throughout the East Africa region. Our business model includes publicly quoted companies, joint ventures and 3rd party distributors.

We sell a wide range of local beer and spirit brands including Tusker, Pilsner (beer) and Richot, Kenya Cane and Kane Extra Gold (spirits). KBL’s association with EABL make it also the leading premium spirits company in East Africa, and its great brands include Johnnie Walker, Smirnoff Vodka & RTDs and Baileys.

KBL has a significant growth agenda over the next four years that includes continuing our expansion into new geographies and embedding our Total Beverage Alcohol (TBA) strategy. Investing in our markets to get closer to our customer and consumers. With over 600 employees across supply and demand, the EABL businesses account for over 20% of EABL Africa’s workforce. In all that we do, we seek to bring out the best of our EABL values and release the ‘spirit of joy & community’ which is alive across the African continent.

The alcohol market is changing rapidly due to the prevailing economic situation, population growth, declining disposable incomes and opening up of the economic trading blocks that permit the flow of products from partner markets. Consumers are becoming more sophisticated.  Trade is evolving and being more sophisticated especially at retail level. KBL operates in a very competitive environment that has seen the entrance of new players in the total alcohol category which necessitates a pro-active planning (research & insights) approach to ensure sustainable business growth.

Purpose of Role

Ensure the business is externally attentive to the operating environment, customer/retail and consumer/shopper needs and evolution.

Top Accountabilities:

• Data Analysis & Reporting: Analyze sales and customer data from syndicated sources like Nielsen, Circana (formerly IRI), and Quantium, as well as retailer-specific loyalty and panel data. This involves monitoring market, category, and brand performance to identify trends and explain business results.
• Supporting Category Strategy & Customer Plans: You will help develop category strategies and provide the data-driven insights needed for Joint Business Planning (JBP) with retail customers. This often involves creating compelling selling stories and presentations for customer meetings.
• Stakeholder Collaboration: You will work cross-functionally to ensure the customer is at the center of decision-making. This involves communicating complex data in a simple, clear way to senior leaders in Merchandise, Marketing, and Sales to influence strategy
• Develop strategy and plan execution: work in close partnership with the commercial teams to ensure Business Plans are based on the understanding of customer  needs & motivations, revenue growth management and category growth drivers.
• Channel Development : Understand the category dynamics and the shopping missions in the channel and recommend the corrective actions to capture growth opportunities and adapt our plan.
• Manage performance : Lead the activity review process and have data-informed conversations with sales, marketing, finance and supply to improve performance, effectiveness, efficiency and drive sales forecast accuracy.
• Allocation and deployment of shopper planning resource and investment. Measurement: share versus competition, category growth, NSV, Brand health, Distribution, Visibility, Promotion.
• Shape the future: Work with research agencies and the commercial team to refresh and contribute to the KBL knowledge and insight vault:

Experience / skills required: 

• University graduate with a minimum 3 years experience.
• Experience with all types of qualitative and quantitative research techniques ideally including shopper/retailer environment research.
• Experience in similar roles within Consumer Packaged Goods ideal.
• Experience managing research agencies is essential.
• Some commercial experience/exposure is highly desirable.
• Strong communication skills are a must.
• Confidence to:
  • challenge existing thinking
  • be in customer-facing situations (as part of a multifunctional team)
• Able to create alignment within cross-functional teams.
• Thrives in a fast-paced, constantly changing environment: an agile and adaptable individual.

Working with us
Flexibility is key to our success. Talk to us about what flexibility means to you, so that you’re supported to manage your wellbeing and balance your priorities from day one. 

Our purpose is crafting iconic drinks chosen for life’s moments. And it’s our people, with their different experiences, perspectives and talents, who make that possible.

We value diversity in its broadest sense and want everyone to feel they can belong, contribute and strive for their personal best. You’ll work alongside people with different backgrounds, experiences and perspectives — challenging, supporting and learning from one another as one outstanding team.

Together, we’re constantly learning and improving, combining the strength of our people, capabilities and iconic brands to raise the bar, grow and win. Wherever you join us, you’ll have the opportunity to contribute, make an impact and play your part in making life’s moments mean a little more.

Ready to bring your best? This could be your opportunity. 

If you require a reasonable adjustment, please ensure that you capture this information when you submit your application.

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