WaterWipes
Consumer Insights Manager
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Role Purpose
The Consumer Insights Manager plays a critical role in embedding the voice of the consumer at the heart of business strategy and decision-making. This role is accountable for transforming data, research, and market intelligence into clear, actionable insights that shape category, portfolio, brand, and innovation strategies across the organisation. By deeply understanding consumer needs, motivations, tensions, and behaviours, the role identifies growth opportunities and helps guide strategic choices, supports excellent execution that drives both short- and long-term performance.
Working in close partnership with Category & Shopper, Global Brand, Innovation, and Regional Marketing teams, the Consumer Insights Manager ensures a globally integrated insight framework is consistently applied across markets, delivering and enabling confident, evidence-based decisions. Through strong internal collaboration and external agency partnerships, the role connects human insight with commercial reality, co-developing big brand ideas, breakthrough campaigns, and future-focused innovation pipelines. Acting as a trusted business partner, the role challenges assumptions, elevates strategic thinking, and ensures consumer centricity remains uncompromised across all strategies and activations.
Role Responsibilities
Strategic Consumer, Category & Market Insight
- Embed consumer understanding at the heart of category, portfolio, brand, and innovation strategy development.
- Identify, frame, and prioritise key business questions, translating them into clear insight briefs and learning objectives.
- Define market insight and competitive intelligence needs, identifying information gaps and selecting the most appropriate qualitative, quantitative, and hybrid methodologies.
- Develop and maintain a globally aligned insight framework and learning agenda that supports consistent decision-making across markets.
- Proactively challenge assumptions and existing thinking by bringing an unbiased, evidence-based consumer perspective.
Insight Roadmap, Research Design & Delivery
- Design, own, and deliver an end-to-end (E2E) insights roadmap aligned to business priorities and strategic cycles.
- Lead research projects from brief development through to analysis, synthesis, and activation, ensuring high standards of data integrity and quality.
- Apply innovative and evolving research approaches, including AI-enabled tools and advanced analytics, to improve speed, depth, and effectiveness of insights.
- Ensure learning is synthesised across multiple data sources to create a single, coherent narrative and one-version-of-the-truth.
- Translate data, market intelligence, and performance insights into clear, actionable recommendations that inform decision-making and directly support sustainable business growth.
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Brand Health, Performance & Effectiveness
- Lead brand health tracking, market performance analysis, and consumer diagnostics to inform brand strategy and investment decisions.
- Evaluate marketing and communication effectiveness, identifying optimisation opportunities to improve ROI.
- Support regional and local teams in the Brand Planning process with clear, insight-led recommendations that strengthen go-to-market plans.
- Monitor and interpret shifts in consumer behaviour, brand equity, and competitive dynamics over time.
Innovation & Portfolio Development
- Support current and future portfolio development by uncovering unmet consumer needs, tensions, and opportunities.
- Develop and deploy insight approaches across the full innovation funnel, from opportunity identification and concept development through to validation and post-launch learning.
- Guide positioning, messaging, and proposition development to ensure consumer relevance and differentiation.
Stakeholder Partnership & Influence
- Act as a trusted business partner to Global Brand, Innovation, and Regional Marketing leaders.
- Work cross-functionally to ensure insight is embedded early and effectively into strategic and operational decision-making.
- Partner closely with Shopper Insights to deliver holistic consumer and shopper understanding.
- Influence senior stakeholders through clear storytelling, strong recommendations, and confident presentation of insights.
Agency & External Partner Management
- Manage a diverse ecosystem of external research, analytics, and data partners.
- Ensure agencies are briefed effectively, deliver against objectives, and provide added value, with a return on insights investment mindset.
- Continuously review and evolve agency partnerships to maximise capability, innovation, and impact.
Thought Leadership, Trends & Capability Building
- Stay ahead of macro, category, consumer, and cultural trends, innovation activity, and competitive moves.
- Bring external best practice, tools, and thinking into the organisation to continuously elevate insight capability.
- Identify opportunities to improve processes, tools, and ways of working within the insights function.
This is not an exhaustive list and may be subject to change and amendment.
Essential (Non-Negotiable)
Qualifications, Skills & Experience
- Consumer & Market Insights Experience: Minimum 5 years’ proven experience in a Consumer or Market Insights role within FMCG or consumer goods, with clear evidence of owning insight work that informs brand, portfolio, category, and innovation decisions.
- Research Methodology Expertise: Strong research-led background across qualitative and quantitative methodologies, with a solid understanding of methodological strengths, limitations, data integrity, and the forces behind the say/do gap.
- End-to-End Delivery: Demonstrated experience managing a portfolio of research projects from brief development through to analysis, synthesis, and activation, often to tight and changing deadlines.
- Analytical Thinking & Storytelling: Ability to dissect complex business questions, analyse data rigorously, and turn insights into clear, compelling stories and recommendations for senior and non-technical stakeholders.
- Commercial Acumen: Strong understanding of how brands and categories grow, grounded in commercial and operational reality, with the ability to connect insight to performance, growth, and value creation.
- Agency & Panel Management: Experience managing external research agencies and customer panels, ensuring quality delivery, value for money, and effective collaboration.
- Stakeholder & Communication Skills: Excellent communication, presentation, and influencing skills, with the ability to collaborate confidently across global, regional, and cross-functional teams.
- Bias for Action: Prefers progress over perfection, quickly translating insight into action, adapting direction when needed, and maintaining forward momentum.
- Resilience & Grit: Demonstrates perseverance and focus when navigating ambiguity, complexity, and competing priorities, sustaining delivery under pressure.
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Desirable (Value Adding)
- Global / Matrix Experience: Experience working in global, intercultural, or matrix organisations, partnering with local markets to activate insights at scale.
- Advanced & AI-Enabled Analytics: Exposure to advanced analytics, AI-enabled research tools, or innovative methodologies that enhance speed, depth, or predictive capability.
- Strategic Influence: Evidence of strategic involvement beyond insight delivery, contributing to business strategy, innovation direction, or portfolio decisions.
- External Connectivity: Strong awareness of competitive activity, category dynamics, innovation trends, and emerging best practices in consumer insights.
Qualifications & Certifications
- Bachelor’s degree in Marketing, Business, Market Research, Psychology, or a related field.
- Candidates without formal qualifications may be considered if they have 5+ years of directly relevant experience in consumer insights or market research within FMCG, demonstrating strong technical and strategic capabilities.
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