Johnson & Johnson Careers
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General Marketing Manager
Greater Mumbai, India
Requisition ID: 1805631746W
Position Description for Head – Global Strategic Insights (GSI)
Johnson & Johnson India – Consumer Products Division
Head – Global Strategic Insights (GSI) – Brief Role Dimensions:
Head – Global Strategic Insights (GSI) is a key part of the J&J India Consumer Marketing Team. The primary objective of this role is to drive business strategy and industry-leading growth in India by providing the voice of the consumer, seamlessly integrating deep human insights and analytics and facilitating data-driven decisions into strategic and business plans and day-to-day business operations. The incumbent will lead all consumer & market research activities in India across all categories: Baby Care, Women’s Health, Skin Care, Oral & Wound Care and OTC. This role is expected to provide expertise on all areas of consumer research, retail research, data analytics, business analyses, marketing analytics, campaign testing, integrated marketing campaign tracking, shopper research and local market consumer insights generation. He/she is also expected to drive a consumer-obsessed, data-driven culture for the India
The incumbent will be required to understand the strategic positioning and category learnings generated by the Global Franchise GSI organization, translate them into the local context, socialize those learnings and guide the marketing and sales functions on how learnings should be implemented. Work with GFO and Regional GSI Leaders to ensure consistency of research principles and also experiment and contribute in continuously upgrading the GSIA toolkit with more agile, innovative tools which can deliver against speed, savings, simplicity and better success predictability.
Business Analyses/Marketing Analytics/In Market Execution: Conducts qualitative or quantitative surveys, which may involve field, interview or focus group assessments. Uses statistical software to manage and organize information. Analyzes and interprets data to effectively identify patterns, solutions and actionable insights. Generates innovative insights from raw data and creates compelling stories. Leads, executes, and applies business and marketing analytics to assess optimal marketing mix, SKU optimization, price levels (price sensitivity analyses), etc. Drives shopper understanding and insights on channel-specific (i.e. general and modern trades). Proactively provides integrated analyses to internal stakeholders across data sources to solve key business issues in the region. Leverages business analyses to influence portfolio-level decision making across all brands. Leads the Market Share reporting process. Manages and produces monthly driver driven share reports/analyses that focus on the root causes of share changes and performance of our base business and new products (both own and competitive).
Consumer Knowledge: Drives and embeds cultural and societal understanding in the India, ASPAC and Global organization. Anticipates emerging marketplace issues/trends and leverages experiences to resolve complex business issues. Embeds foundational global studies in India (i.e. A&U, health professional studies, brand studies, consumer journey). Conducts consumer immersions to develop local insights to feed into the GFO consumer-led innovation process and global quantitative foundational work. Conducts consumer immersions to further refine consumer segments to action them with the trade and drives global segmentation into use in the local market. Conducts consumer work to support the copy development process. Champion the value of “consumer insights” with key business partners, especially the consumer marketing team. Play a key role in helping the marketing team understand the consumer and evolving their marketing strategies based on consumer research & insights. Advise the marketing team on how to best use research findings for seamless integration into strategies and tactics. Drive actionable business implications from research. Develops and executes learning plans to optimize base business in the region.
Support the management of external market research vendors: Selectively involve key external research vendors to specific business priorities and challenges. Seek their ideas on generating more in-depth and accessible consumer insights. Proactively challenge vendors for accuracy of data, and strive for the development of research tools/methods that will best deliver actionable results on key issues in the most cost-effective way. Fosters shift from “one-off research vendor” to “strategic thought partner” – empowering vendors to act as extension of GSI team (including, training and proactively bringing new knowledge and ideas to the team).
Communication Development, Testing & Tracking: Manages and conducts all communications testing (TV, Print, Digital, etc.) and makes recommendations to optimize media plans, spending and creative. Shapes marketing plans, communication and channel strategies for all key brands. Effectively tracks key campaigns and provides actionable recommendation.
Optimize research budgets: Leads the budgeting process. Maintains the GSI budget, recording all financial investment in consumer research and syndicated data. Proactively identifies ways to improve current research processes. Manages research budgets and continually explores ways to deliver greater value to the organization to meet needs which tend to expand faster than budgets.
Collaboration and Building the Organization: Builds a consumer-centric, data-driven organization in India. Updates the India Management Team on the market, brand performance, campaigns and NPD performance and business implications. Collaborates with internal and external partners including syndicated and custom research suppliers and works closely with GSI organization to ensure consistent application of tools/ methods, standards/processes, samples, results summaries etc. Ensures that execution in the regions is aligned to global strategies. Collaborates with Regional GSI Organization to action key GSI priorities and drives new capabilities.
Johnson & Johnson Private Limited (8080)