Consumer Insights Manager

Dyson is a global technology company with a unique philosophy, led by Sir James Dyson. We transform every category we enter with radical and iconic re-inventions that work, perform and look very different. Our products are available in 80+ countries worldwide, and on an average one machine is sold every 5 seconds. We do all this with our team of over 13,000 employees worldwide.

The Consumer Insights Manager will be accountable for delivering deep consumer, market and competitor insights across consumer product categories in India. Working closely with the Marketing Head and Category Managers, you will be the owner of consumer insights, derived from many different sources (digital performance data, research studies, desk research, secondary research etc.). Additionally you will become an expert in measuring and optimizing success levers in market analysis with the goal to generate clear business recommendations that drive category performance. You will play a critical role in transforming Dyson towards a consumer focused sell-out driven organization and take analytics capabilities to the next level.

Working with local marketing and sales teams, you will help to build consumer value propositions and go to market strategies based on deep consumer and market insights for each category in order to achieve Dyson’s growth ambitions

This will be an individual contribution role with an exciting opportunity to lead the growth strategy for Dyson in India The role provides the unique opportunity of category building in a complex market fueled by significant behavioral & market changes in recent times. 

Key Responsibilities:

1. Consumer Insights

• Sharply define consumer cohorts for each category and product with category managers based on consumer insights. Develop brand & category growth path accordingly
• Deeply understand our consumers and owners; their needs, drivers, barriers and the customer journey for each category
• Manage and combine different sources, like digital performance and web site data, reviews, local research studies, global research results, desk research and more
• Undertake U&A or any other studies to understand the category landscape

2. Market and Competitor Insights

• Develop battlefield by category/channel: Analyze performance based on market data (e.g. GfK, 3rd party data etc)
• Provide clear recommendation to Marketing director, Category Managers and sales team (where to defend, where to attack, with which products and which price point etc.)
• Competitor tracking and reporting, process of competitor products and support of global competition analysis

• Insight & analytics from social listening
• Uncover emerging consumer, macro-economic, category, product and market trends and insights to leverage in delivering growth

3. Brand Health & Analytics

• Acts as main contact point for brand health across categories.
• Work along with global insights team to define clearly define various measures and frequency of brand health
• Develop market mix model to attribute what drives growth – distribution , promotions , media etc.

• Seasoned professional with 7 – 10 years’ experience in consumer insights & intelligence
• Deep knowledge of consumer insights sources (especially digital) and qualitative as well and quantitative analysis
•  Previous experience with external market data tools such as GfK, Counterpoint, Nielsen or comparable is desirable
• In-depth understanding of various quantitative & qualitative research techniques
• Hands on experience on campaign testing, concept develop & testing, brand tracks , U&A studies , HH penetration studies , market mix modeling etc
• Experience of working premium price products/categories

Dyson is an equal opportunity employer. We know that great minds don’t think alike, and it takes all kinds of minds to make our technology so unique. We welcome applications from all backgrounds and employment decisions are made without regard to race, colour, religion, national or ethnic origin, sex, sexual orientation, gender identity or expression, age, disability, protected veteran status or other any other dimension of diversity.