Head of Strategic Insights Middle East - Dubai, United Arab Emirates - Bel Group

Description

The Bel Group is a major player in the food industry through portions of dairy, fruit and plant-based products, and one of the world leaders in branded cheeses.

Its portfolio of differentiated and internationally recognized brands includes The Laughing Cow, Kiri, Babybel, Boursin Nurishh, Pom'Potes and GoGo squeeZ, as well as some 30 local brands.

Together, these brands helped the Group generate sales of €3.6 billion in 2022.

Do you want to join a company with strong brands that puts consumers and responsibility at the heart of the decision-making process? Then Bel is made for you

Are you bold, pragmatic, and determined? Do you want to contribute to the transformation of an international agri-food company? Them come join us and measure the impact of your talent and energy in realizing an ambitious and sustainable company project


#IWorkForAllForGood

LOCATION AND DATE

Located:
at Bel Middle East
, Boutique Offices - Villa 18, Dubai Media City - Dubai - United Arab Emirates


Job:
Full time / Immediate availability

At Bel, the vision for the Strategic Insights department (SI) is to become a competitive advantage for the company, running a Best-in-class Insights & Foresights factory, powered by big & smart data analytics.

The Head of Strategic Insights NEAR & Middle East (ME) belongs to the global SI team, with a direct reporting line to the Market SI Director for Europe and Mena, located in Suresnes, France.

MAIN MISSIONS

Within the Strategic Insights department (around 20 people in the world), and as part of the SI Market Champions team, you will lead research and data analysis to further understand consumers & shoppers, Bel brands, categories, and competitors, and to influence the development and implementation of relevant brand, innovation and category strategies in the local BUs.

You will also contribute to transversal projects (Brand agnostic, Multi brands and/or Multi countries).

You will act as
a business partner for Bel ME Marketing and Sales teams, and lead all strategic insights work to drive growth in those business units.

Your main responsibilities will be to:

• 
  Build and lead the relevant learning agenda & roadmap to address local key business priorities.*
• Leverage trends, data, consumer & shopper insights, and other relevant resources, such as macroeconomics, to inform local strategies, accelerate business growth and identify new business opportunities.
• Identify learning gaps and turn them into learning roadmap with clear objectives.
• Manage local SI budget with a ROI and business impact mindset.
• Leverage agency partnerships (data and ad hoc) to maximize added value.
• Recommend potential new vendors and methodologies to address key business issues in the most efficient and impactful way.

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Drive and expand data & analytics culture and usage

• Drive business and brand performance analysis and processes.
• Develop and manage analytic tools on both ongoing and adhoc basis in partnership with Global Business Analytics lead. Upskill & Train the local teams leveraging analysis templates and tools developed by the SI Business Analytics group (RGM, Sales uplift, etc.)
• Budget & relationship management of local panel partners.
• Leverage various data sources (POS data, HH purchase dynamics, consumption trends, etc.) to explain drivers of business performance and inform both tactical and strategic business decisions with actionable recommendations.
• Translate data into clear, persuasive reports and presentations for senior leadership.
• Support Marketing, Sales, Finance and Supply Chain teams in category and retail ad hoc analysis to understand underlying trends and impact to brand/retailer volume performance.
• Drive media effectiveness and efficiency for all brands. Provide guidance on opportunities to optimize or improve marketing effectiveness and efficiency by leveraging Growth Drivers Models. Recommend appropriate tools to measure marketing campaigns effectiveness and ROI (i.e. marketing mix, etc.) according to level of investment, stakes and Bel Group requirements

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Lead local ad hoc research and support global brands initiatives in Middle East

• Bring a strategic support to the local teams on local brand strategies, portfolio strategyand provide clear point of view on next steps (go/no go, recommended improvements )

This may include (not exhaustive):

• Consumer understanding projects: U&A, Segmentation, Drivers & barriers, Ethnography, Social intelligence
• Shopper understanding projects (multichannel): Path to purchase, Category understanding, RGM, Price & Promo analytics, Merchandizing tests
• Brand, Communication / Media projects: BHT, Brand Audit, Media & Touch points Optimization, Pre & Post Tests
• Innovation / Renovation projects: idea screeners, concept, product, packaging tests, post launch analysis
• Trends and Foresights: local workshop facilitation leveraging global trends supports developed by the SI tea