Consumer Understanding Manager - TIGO

You are responsible to build company knowledge about consumer needs and behaviour, market dynamics and trends, and support brand strategy, innovation, product and process improvement, as well as conduct research tools to track product and brand performance.

Key Responsibilities

CORE RESPONSIBILITIES
Deliverables:
• Insights generation (local execution of global research)
• Local markets comprehension: social, ethnographic & cultural
• Understanding the use and habits of our prodroducts
• Business Tracking Tools (Categories / Brand / Advertising)

Building the basics:
• Train our local category teams on consumer insights capturing techniques
• Develop high quality market research activities

Developing strategy:
• Define together with local categories areas to explore consumer insights for future innovation and/or product development & improvement
• Responsible of defining and coordinating research plan in his/her market
• Consolidates research data by product, category and region
• Participates in innovation process for product development / improvement and act as the voice of consumers within the team.
• Responsible of providing input needed to build product/offer feasibility study such as market segment, size of market, potential demand, price points, etc
• Provide market dynamics and market trends information, as well as analyse competitors strategy

Tracking brand strategy and product performance:
• Develop standard tools across Tigo markets to track:
o Product performance (perceived attributes, performance vs competitors, attributes importance trends)
o Brand performance (brand attributes, importance and performance vs competitors)
o Daily Reload Market Share (by territory, channel, etc)
o Subscriber and revenue market share by ARPU tiers (purchase power segmentation)
o Smartphone Market Share
o Datacards Market Share

Position Requirements

QUALIFICATION AND EXPERIENCE
• University degree in marketing, communication or social sciences, psychology and / or anthropology
• Master degree in marketing – preferred
• Extensive relevant marketing and managerial experience, especially in the Telecom/Technology sector

MINIMUM EXPERIENCE & ESSENTIAL KNOWLEDGE
• Consumer psychology & behavior
• (Project) management
• Leadership
• Math & statistics (trend & root cause analysis)
• Internet dynamics
• Marketing
• Brand
• Experience on team leadership

CORE COMPETENCIES
• Ability to engage in effective and persuasive negotiations and strong interpersonal and communication skills.
• Management and leadership
• Ability to work under pressure and time constraints
• Ability to work effectively with a wide range of cultures in a diverse community.
• Mature ability to work collaboratively with management teams throughout the organization and to be seen as a valuable expert resource to be sought out.
• Ability to achieve results through others.
• Set and manage priorities

Consumer Understanding Manager