​​​​​​Job Description:

• Coordinates perfect execution of Multi-Country Strategic Understanding Projects initiated by HQ Strategy & Insights across multiple group markets. Among these key projects are: Incidence Tracking, Brand Health Tracking, Usage & Attitude Surveys, each conducted on a regular basis in key operating markets.  Ensures these studies are conducted in line with the global protocol, adapted to local needs appropriately, data collection /analysis / reporting/ timing standards are met and C-Suit level comparative analyses decks are prepared.
• Ensures local S&I teams are updated on critical agenda, timelines, methodology details on Strategic Multi-Country research protocols. Ensures smooth communication between HQ S&I, Central Cordinating Agencies and Local market S&I teams.
• Ensures perfect execution of all Consumer/Shopper/ Brand related Strategy and Insight generation efforts across the organization. This covers the whole range of Ad-Hoc Research Projects i.e: Brand Proposition/ Product/ Pack/ Advertising/Pricing tests; Usage & Attitude and Segmentation studies; as well as, tracking studies and panels i.e: Social Listening and Brand Health Tracking (Kantar, Ipsos, etc) and Consumer Panels.
• Develops, disseminates and ensures in-market application of Methodology Guidelines and all sorts of Protocols to ensure standardization of Anadolu Efes Market Research practices across markets. Provide standard templates, answers market queries, shares methodology best-practices across markets.
• Works in close collaboration with outside data providers/ agencies and in-market S&I teams.
• Supervizes the perfect execution of accurate, timely and forward-looking Consumer/Shopper/ Brand Insight initiatives across all markets, ultimately enabling :
• A Consumer-Centric, Insight-Driven Business for Sustainable & Profitable Business Growth
• Establish, design and use multiple types of research protocols and 1st/2nd/3rd party data (continuous panels, tracking studies, custom-designed research, analytics.) to uncover market dynamics, decode consumer needs and wants, translate data -to-insight-to-strategy and offer actionable recommendations to drive sustainable & profitable business growth.
• Early Identification and Qualifying of White Space Commercial Opportunities for Increased Speed to Market
• Craft and coordinate research programs to identify and monitor consumption/market dynamics (i.e: Incidence Tracking, Usage & Attitude studies, Demand Space Segmentation..) These studies are among key sources to spot strategic new product development/ new category entry/ M&A etc. opportunities - early on - in the market. “Size of the price” calculation allows prioritization of investments.
• Expert Guidance/Verification to High investment/ High Risk Decision-Making  (New Market/Category entries, Price Changes, Product Portfolio Mix, Innovation Gate Charters, New Brand/ Product launches)
• Provide market size & structure/ consumption and competitive landscape analysis and forecasts that form the fundemantal base of business cases for new market entries; Partner with Revenue Growth Management and provide critical input to price change decisions based on Pricing Research results;   Enable risk mitigation, revenue/profit maximisation for the company.
• Superior Portfolio/ Product/ Commercial Programs
• Design and conduct various consumer, shopper, brand research to test and improve Concept/ Advertising/ Product/ Assortment/ Pack / Price / Placement performance in order to ensure ultimate consumer satisfaction, sustainable brand health and a strong, profitable business.
• Market Measurement and Performance Management (ie: Market Share, Distribution, Penetration, Occasion Share, Brand Power, MindShare..)
• Define/ design/coordinate and own objective and reliable research protocols/metrics that show how the business/brands continuously perform in the market against target and competition. These enable taking timely corrective-action, improve sales performance, maximise speed/ profits in a competitive setting. These metrics go into annual KPIs of commercial teams and are directly refered to in corporate reporting.

Qualifications:

• Total work experience: 4+ year
• Work experience in function: 4+ year
• Industry specific work experience (strategy & insights): 4+ year (Extensive FMCG experience is a must, +1 year alcohol industry specific experience would obviously help)
• Education: Graduate/PhD
• Good Computer Skills
• Extensive understanding of Qualitative and Quantitative Research Design, Research Methodologies as well as syndicated data resources, Analysis Tools & Methods.