Brand Insights lead

This role serves to synthesize insights from social listening, competitor benchmarking, and proprietary brand research to guide strategic decision-making. By translating metrics into compelling narratives, you bridge the gap between data science and brand strategy. You will partner with cross-functional teams and external agencies to ensure our brand remains a high-performing asset that drives long-term business growth and market resonance.

• Manage global brand tracking to monitor key performance indicators such as awareness, consideration, and brand equity across all key markets.
• Collaborate with internal stakeholders and external research partners to ensure high-quality research design and analysis, aligned with broader marketing and business strategies.
• Conduct competitive analysis to benchmark our brand's position against industry peers.
• Identify emerging market trends to anticipate positioning challenges and opportunities.
• Analyse social listening and sentiment analysis, in collaboration with the social media team, to monitor brand perception and proactively identify potential reputation risks.
• Collaborate with internal teams to measure the impact of brand-led initiatives and customer sentiment.
• Synthesize data from multiple sources into actionable insights that inform high-level brand strategy and marketing investment decisions.
• Translate brand insights into compelling narratives for various audiences with actionable insights and strategic recommendations.
• Compile, analyse, and deliver regular reporting on brand health metrics and research findings. Establish reporting cadences and standardised templates for consistent communication.
• Lead the execution of ad-hoc brand research studies to answer specific business questions or validate new creative concepts before launch.
• Manage brand team operations, including budget- and vendor management, working with procurement and finance.
• Continuously develop AI competencies, proactively apply AI tools to enhance role efficiency and effectiveness, and contribute to the strategic adoption of AI within organisational processes.

Key interfaces

• Broader Communications and Marketing teams
• People team
• Business groups
• Agencies
  
  

You must have:

• 5+ years of professional experience in brand strategy, marketing research, or marketing analytics, ideally within a global or enterprise-level organization.
• Experience applying brand equity models, performance metrics including NPS, marketing funnel, and brand sentiment.
• Ability to synthesise data from different sources to build a cohesive narrative.
• Strong grasp of statistical analysis and the ability to interpret complex datasets to identify correlations between brand health and business outcomes.
• Expertise in SQL for retrieving and joining raw datasets and advanced Excel (Power Query and Pivot Tables) to clean, restructure, and validate complex data for analysis.
• Proficiency in Python for automating repetitive reporting tasks and performing NLP-based sentiment analysis on open-ended feedback and leveraging AI tools to accelerate hypothesis testing and market modelling.
• Proven ability to translate technical findings into executive-level narratives.
• Proficiency in dashboarding tools such as Tableau, Power BI, or Google Data Studio to translate raw data into visual insights.
• Familiarity with survey tools and panels (e.g., Qualtrics, SurveyMonkey, or Toluna) and digital analytics suites (e.g., Google Analytics or Adobe Analytics).
• Expertise in competitive benchmarking and identifying macro-trends that impact brand perception and category dynamics.
• A collaborative mindset with the ability to build relationships with a diverse stakeholder network.
• A proactive drive to stay ahead of market research trends and emerging data methodologies to keep the organization's brand measurement robust.
• Outstanding communication and presentation skills.

It would be beneficial if you also had:

• MBA or advanced degree in Marketing, Data science, Business, or a related field.
• Proven record of managing research vendors and ensuring high-quality deliverables within budget.
• Firsthand experience with social intelligence platforms.
• Experience working in a B2B2C or hybrid B2B/B2C environment.
• Multilingual capabilities and/or experience working across multiple geographies and cultures.
• Comfortable in high-pressure, fast-paced environments.