CMI Manager

Heineken

Duties and Responsibilities

1. Consumer & Market Understanding

• Define and implement appropriate research methodologies (qualitative, quantitative, and secondary data) to address key business and knowledge gaps.
• Connect brand equity results with brand reality to form concrete brand story.
• Generate deep insights into consumer attitudes, behaviors, motivations, and unmet needs across consumers, customers, and channels.
• Translate consumer understanding into clear implications for brand positioning, innovation, communication, and portfolio strategy.
• Identify emerging trends and shifts in consumer behavior and assess their relevance to the business.
• Continuously seek new and improved research approaches and tools, recommending and embedding them within the organization.