Insights & Analytics Manager CRM & Loyalty

Job Purpose

The Shopper Insights Manager is responsible for developing a deep understanding of customers, shoppers, and market dynamics to support strategic decision-making across the organization. The role leads the generation of actionable insights by combining primary research, syndicated market data, and internal retail transactional data to uncover customer needs, shopping behaviours, and emerging market trends. By translating complex data into clear and compelling narratives, the Shopper Insights Manager enables the business to design more effective strategies across marketing, pricing, private label, and customer experience. The role plays a critical part in helping the organization stay ahead of competitive trends, identify growth opportunities, and build a truly customer-centric retail strategy. Working closely with CRM, Loyalty, Marketing, Commercial, Operations and Strategy teams, the role also supports the development of customer segmentation, targeted communications, and personalization strategies that improve customer engagement, retention, and lifetime value.

Job Accountability

Shopper & Market Understanding

Lead the development of shopper, customer, and market insights that inform strategic decision-making across the business. Design and execute primary research programs including quantitative surveys, qualitative research, focus groups, and customer feedback initiatives. Conduct secondary research and competitive intelligence to identify market trends, shopper behaviour shifts, and emerging opportunities. Utilize syndicated research sources such as Nielsen and Kantar panels to benchmark performance and understand category dynamics. Apply advanced analytical techniques and emerging research technologies to deepen understanding of customer motivations, category engagement, and purchase decision drivers. Utilize CRM and transaction datasets to enhance traditional research outputs such as Usage & Attitude studies, customer segmentation, and mission-based behavioural analysis.

Data & Insight Integration

Integrate internal transactional data, CRM data, and loyalty program data with external research insights to build a comprehensive view of shopper behaviour. Analyse large datasets using analytical tools such as SQL, SPSS, Excel, and BI tools to uncover behavioural patterns and growth opportunities. Develop shopper segmentation and behavioural frameworks that help the business better understand customer missions and purchase drivers.

AI-Enabled Analytics & Research Innovation

Drive the adoption of AI-assisted analytics and research methodologies to accelerate insight generation and enhance analytical capabilities across the organization. Explore and deploy AI-enabled research tools to support faster analysis of customer behaviour, sentiment, and emerging consumer trends. Leverage machine learning, automated analytics, and generative AI tools to enhance hypothesis generation, exploratory analysis, and pattern detection within large customer datasets. Identify opportunities to augment traditional research methodologies with AI-driven approaches including automated insight extraction, and scalable consumer feedback analysis.

Strategic Business Insights

Deliver actionable insights to support key business functions including Commercial, Operations, Category Management, Pricing & Promotion, Private Label, and Strategy teams. Identify opportunities to improve assortment strategies, promotional effectiveness, pricing decisions, and customer value propositions. Provide insight-driven recommendations that help the organization stay ahead of market and competitive trends.

CRM & Loyalty Insights

Partner closely with CRM and Loyalty teams to generate insights that enhance customer segmentation, targeting, and personalization strategies. Analyse loyalty program performance and customer engagement metrics to identify opportunities to improve retention and customer lifetime value. Support the development of customer lifecycle strategies and personalized marketing initiatives.

Insight Communication & Storytelling

Translate complex data and research findings into clear, compelling business narratives that drive decision-making. Develop insight presentations, dashboards, and reports for senior leadership and cross-functional teams. Champion a culture of data-driven decision making across the organization.

Research Governance & Insight Hub Development

Establish standardized research frameworks, methodologies, and processes to build a centralized shopper insight hub within the organization. Manage relationships with external research agencies and syndicated data providers. Ensure research quality, consistency, and adherence to best practices.

Supplier Insights

Support the development of a structured Insights & Analytics Services portfolio that leverages customer and shopper data to generate strategic value for brand partners and suppliers. Utilize CRM and transactional data to develop analytics frameworks that support areas such as shopper missions, switching behaviour, purchase drivers, and category engagement. Collaborate with Commercial and Category teams to translate customer data into meaningful supplier-facing insights that inform assortment strategies, product innovation, and marketing initiatives. Support the preparation of insight-led presentations and analytical narratives used in supplier engagement discussions and strategic category reviews.

Skills Description

Education

Bachelor’s degree in marketing/ business administration/ economics/ Statistics/ Market Research or a related discipline.

Experience

7 years of experience in shopper insights, market research, customer analytics, or consumer intelligence. Experience working in retail, FMCG companies, or research agencies.

Key Competencies

• Strategic Thinking: Ability to translate data and research into strategic insights that drive business decisions.
• Analytical Capability: Strong quantitative and qualitative analytical skills with the ability to work with large and complex datasets.
• AI & Advanced Analytics Tools: Familiarity with AI-assisted research and analytics tools used for data exploration, insight synthesis, and research acceleration.
• Storytelling & Insight Communication: Ability to convert complex analysis into clear, persuasive business narratives.
• Commercial Acumen: Understanding of retail dynamics including category management, pricing, promotions, and customer engagement strategies.
• Stakeholder Management: Ability to collaborate effectively with cross-functional teams including CRM, Marketing, Commercial, Strategy, and Leadership teams.
• Curiosity & Consumer Mindset: Passion for understanding customers, shopper behaviour, and evolving market trends.

Technical Skills

• Advanced Microsoft Excel
• Survey and research tools
• Quantitative and Qualitative Research
• SQL or similar data querying tools
• Data visualization tools (Power BI / Tableau)
• Experience analyzing large retail transaction datasets
• AI & Advanced Analytics Tools
• Strong experience managing primary and secondary research programs.
• Experience using syndicated research data such as Nielsen or Kantar.
• Demonstrated experience integrating customer transaction data with research insights.
• Exposure to data monetization or supplier insight programs is a strong advantage.

Key skills/competency

• Customer Insights
• Market Research
• Data Analysis
• AI Analytics
• Retail Strategy
• CRM
• Loyalty Programs
• SQL
• Data Visualization
• Storytelling