Associate Director Predictive Analytics & Foresight (Consumer Insights)
- Uxbridge, UK
One of the world’s leading food companies, General Mills operates in more than 100 countries and markets more than 100 consumer brands, including Cheerios, Häagen-Dazs, Nature Valley, Betty Crocker, Pillsbury, Green Giant, Old El Paso, Yoplait and more.
We seek out the best of the best and give them development, support and the chance to lead something big. Choosing a career with us means joining a company that makes a difference for others. There is tremendous opportunity here for people who want to advance the industry, through innovation and nourish the world with quality.
Roles & Responsibilities
Lead the Predictive analytics and Foresight team for the EUAU segment at General Mills to realise our vision to Anticipate, Inspire & Fuel Growth for General Mills.
Leading a team of 12 people, this role will be responsible for leveraging global expertise to:
Become GMI’s foresight powerhouse – provide navigation to illuminate future growth
Power Faster Data Driven Decisions – use connected data and analytics to power faster decisions
This role is part of the EUAU Segment Insights Leadership team, working across all business teams and all markets.
The role has three direct reports based in the UK/FR and one dotted line report in the analytics team in Mumbai. The Mumbai team consists of 9 people in total.
This role would connect directly with the Global director for Foresight and the Global Director for Predictive Analytics to ensure global best practice and capabilities can be quickly applied to the EUAU segment to deliver insights for growth.
Primary responsibility to provide all monthly EUAU segment consumer movement reporting and management dashboards. This is required in a timely manner, digestible format to drive faster business decisions.
Specifically focusing on:
1.Connected Data & Analytics
Manage all consumer movement & Loyalty data for the EUAU segment, including Nielsen RMS, Nielsen CPS and customer loyalty data.
Deliver monthly business reporting ahead of all key business meetings.
Lead the connected data strategy for EUAU to unlock superior insights in a timely manner.
Ensuring that all data sources are easy to access and in a digestible format.
2. Media and In Market Measurement
Review in-market performance of NPD launches to deliver business cross category learning and enable the business to pivot quickly.
Ensure measurement of the 3Rs (Reach, Resonance and Reaction) is timely and impactful. Influencing the business to make the right investment decisions, generating higher ROI and better creative development.
Partner with media agency to embed ROI into the media plan process.
Build digital dashboards and scorecards for Paid, Earn & Owner digital sites.
3. Foresight & Social Listening
Connecting the business to the core consumer needs and future opportunities.
Size opportunities and gain business support at all levels.
Be at the forefront of consumer trends, influencing business teams to take action.
Leverage social media listening and connected insights to uncover consumer opportunities.
4. Functional Responsibility
Build productive supplier partnerships to achieve innovative & cost effective solutions
Influence the local, regional and international marketing, insight and business teams to ensure insights are delivered with impact.
Skills & Qualifications
Graduate or graduate calibre with marketing and/or business qualification
Accumulated experience (15+ years) in marketing, insights or research within a branded environment
Global Mobility to enable career progression
Fluency in Business English required
French Speaking desirable
Data science background, equipped to deal with complex data sets.
Worked directly on a connected data strategy and implementation.
Ideally Media measurement experience.
Ability to elevate syndicated data into insight to influence business results.
Experience at blue chip FMCG organization, ideally (but not essential) with food experience.
Worked in a Matrix organization and preferably in a global or regional role, ideally balanced with local market experience.
Able to present with impact and influence senior stakeholders.
Has consumer empathy and understanding of shopper behavior, enjoys understanding behavior and motivations and is able to provide examples of uncovering insights at each Moment of Truth.
Fostered and developed agency relationships.
Strong business acumen and analytical skills
Bias for action and creative problem solving
Strong organizational navigation and prioritization skills
Enthusiastically pursue opportunities to identify issues, develop hypotheses, conduct analysis and present recommendations
Consistently meet deadlines on regular scheduled deliverables
Navigate & Manage changing priorities
Ability accustomed to synthesising, building and credibly telling a story and then taking a stand to deliver this with impact.
Data Expertise – Ensures data is high quality and gain understanding on how it fits with context as well as reconciles data differences – Understands historical industry and current business trends
Integrity – Is able to command the respect and trust of colleagues across functions and markets and holds integrity at the heart of their actions.
Capability development and application: Understands which capabilities are best suited to address business questions – Evolves/maintains existing tool kits.
Insights and development application: Consistently leverage existing knowledge to gain insights, apply rigor in critical thinking and quantitative/qualitative analysis to draw out trends, issues, opportunities (finds the true meaning in the consumer learning, is discerning).
Develops Self & Others – Develop insights that are actionable and inspiring for the Business Team in a way that builds confidence of the team and invites productive discussions and collaboration.
Delivers Outstanding Results – Has a bias for action and is orientated towards achieving results.
Agility - Has communication, prioritization, decision making and relationship flexibility.
Influence & Impact - ability to credibly guide internal and external partners (markets and clusters, big or small) into the right direction - links expertise to business strategies resulting in positive business impacts.