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Category Insights Manager
Category Insights Manager – Role Overview
Company Description
Because your new ideas are our way of finding new ways of working. Evolve, your way.
Our Customer teams are right at the heart of what we do. Surrounded by some of the best brand, customer and insight specialists in the industry, you’ll bring your own ideas to the business to shape how we understand and serve our customers as part of a forward-thinking team.
The Category Insights Manager will be responsible for providing market intelligence and consumer insights to steer Primark’s category strategies across Womenswear, Menswear, Kidswear, Home and Health & Beauty. The purpose of the role is to interpret customer behaviour within specific category contexts to guide category growth, range planning, product development and customer engagement strategies, helping Primark grow market share across multiple international markets.
What You’ll Do as Category Insights Manager
In your role, you’ll collaborate with different people across a range of skill sets. Here’s a flavour of your day-to day:
- Lead category performance measurement, designing KPI frameworks, scorecards and reporting solutions that create a single trusted view of performance across Womenswear, Menswear, Kidswear, Home and Health & Beauty, aligning Buying, Merchandising, Design, Brand and Marketing teams around shared objectives.
- Integrate consumer insights with market intelligence, combining sales data, syndicated sources (e.g. Worldpanel, GlobalData, GWI, Edited, WGSN) and primary research to identify where Primark is winning, losing, and where future category growth opportunities exist.
- Design and lead category deep-dives, developing research programmes that uncover:
- Who category shoppers are
- How they buy
- What influences their decisions
- How Primark can better meet their needs through product, pricing and proposition development
- Partner with Buying, Merchandising and Design teams to translate customer and market understanding into:
- Category strategies
- Range planning decisions
- Seasonal trade priorities
- Targeted growth initiatives
- Provide the customer lens on product ranges and collections, evaluating:
- Category propositions
- Quality, fit and style
- Key product attributes to inform future design, buying and merchandising decisions
- Develop strategic category narratives, turning complex datasets into clear, actionable stories that highlight:
- Growth opportunities
- Competitive threats
- Performance drivers
- Recommendations on how Primark can win with customers.
- Build category opportunity roadmaps, identifying:
- Insight gaps
- Prioritising future research programmes
- Establishing a scalable approach for category-led growth strategies across markets.
- Act as the strategic insight partner for Category leaders, responding to ad hoc business questions, synthesising evidence across multiple data sources and ensuring decisions are grounded in robust customer and market understanding.
- Champion technology, automation and best practices, working with Data, Technology and external partners to:
- Improve reporting efficiencies
- Automate insight delivery
- Enhance the use of AI-enabled analytics across the Insights function.
- Coach and develop insight capability, establishing:
- Measurement standards
- Improving analytical rigour
- Supporting the development of analysts to transform data into clear business recommendations.
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Qualifications
We want every person in our organisation to feel like they’re making a key contribution. Here are some of the experiences and skills you'll need for the role:
- 5–10 years’ experience in Consumer Insights, Market Research, Customer Analytics or Category Insights, ideally within retail, fashion, ecommerce or FMCG environments.
- Strong experience combining syndicated market data (e.g. Kantar/Worldpanel, GlobalData, GWI, Nielsen) with primary consumer research to drive strategic decision-making.
- Proven ability to design measurement frameworks, KPIs and reporting solutions that support category growth and commercial performance.
- Demonstrated success partnering with Buying, Merchandising, Marketing or Category Management teams to influence strategy and execution.
- Strong quantitative and qualitative research expertise, with the ability to identify meaningful commercial implications from multiple data sources.
- Excellent storytelling and presentation skills, capable of translating complex findings into simple, compelling business narratives.
- Confident engaging senior stakeholders and challenging assumptions through evidence-based recommendations.
- Strong project management and agency management experience, with the ability to lead multiple workstreams simultaneously.
- Advanced Excel and dashboarding capabilities, with an interest in automation, AI-enabled analytics and emerging insight technologies.
- Passion for understanding customers, competitors and market trends, ideally with experience in fashion, beauty or broader retail categories.
- Previous people management or coaching experience is advantageous.
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What You’ll Get
People are at the heart of what we do here, so it’s essential we provide you with the right environment to perform at your very best. Let’s talk lifestyle.
Here’s what you’ll enjoy:
- Comprehensive benefits, including healthcare and a pension, plus potential bonus.
- 27 days of leave, plus bank holidays. Flexibility to buy 5 additional days.
- Tax Saver Tickets forUK employees.
- Access to a company fitness centre.
- A subsidised cafeteria, offering value through nutrition.
About Primark
Primark was founded on a mission: ‘everyone deserves to look and feel good – without paying more.’ We stand for great value without compromise, offering affordable fashion and everyday essentials made to last.
Founded in Ireland in 1969, Primark is now an international fashion retailer with:
- Over 470 stores across 18 countries (Europe, the US and the Middle East).
- 80,000+ colleagues worldwide.
- Millions of shoppers trusting us every week for everything from everyday essentials (t-shirts and socks) to the latest fashion trends, all at unbeatable prices.
Primark’s vision:
- Built on passion for physical stores—vitalising high streets and retail centres.
- Creating joyful, social experiences for customers.
- Driving positive change:
- Giving clothes a longer life
- Protecting the planet
- Supporting livelihoods of those who make Primark’s clothes.
#LIHybrid (We’re exploring hybrid working models for this role.)
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