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- Tasks: Lead consumer insights to shape brand strategy and drive business growth.
- Company: Join Whyte & Mackay, a renowned whisky brand with a global presence.
- Benefits: Enjoy competitive salary, bonus, 35 days leave, and family-friendly policies.
- Why this job: Make an impact in the luxury spirits industry with your insights expertise.
- Qualifications: 5+ years in insights/category, preferably in spirits or FMCG.
- Other info: Dynamic team environment with opportunities for personal and professional growth.
The predicted salary is between 36000 - 60000 £ per year.
The Consumer Insights Lead is responsible for championing the voice of the consumer across Whyte & Mackay’s portfolio, ensuring that consumer, category, and shopper understanding directly shapes brand strategy, innovation performance, and commercial decision-making. Operating at the intersection of marketing, category, data, and commercial functions, the role integrates global and local insights to fuel business growth.
- Lead end-to-end planning, commissioning, and delivery of global insight studies across consumer and cultural nuances.
- Translate insight into strategic frameworks supporting brand positioning, portfolio architecture and long-range planning.
- Build strong understanding of premium and luxury whisky consumers, mapping motivations, barriers, occasions, and cultural shifts.
- Provide insight leadership for NPI development, pack architecture, equity refresh, and brand restage initiatives.
- Support creative and campaign development with testing, evaluation and premiumisation insight frameworks.
- Support development of a best-in-class insights function in collaboration with Category Insights Lead.
- Partner with Digital, D2C, and Data teams to incorporate digital behaviour and AI-supported analytics.
For this role we’re looking for:
- 5+ years in insights/category ideally spirits/wines; Scotch experience preferred but not essential.
- Insight leadership experience in FMCG, drinks, luxury, or adjacent categories.
- Experience shaping marketing or category strategy using consumer understanding.
- Strong background in multi-market research leadership.
- Excellent prompting skills utilised across a number of AI driven tools (Copilot preferred but not essential).
We believe that everyone has the potential for growth in our roles! You may feel you don’t tick every box for this role, but if you believe you have relevant experiences that could help you succeed we’d much rather you apply rather than rule yourself out based on any self-limiting beliefs!
We offer a competitive salary, bonus package, life assurance, competitive pension, excellent product allowance, 35 days annual leave, plus enhanced family-friendly policies. Our Rewards & Benefits page has further information.
If you like what you’ve read and want to explore this opportunity further, please apply before the closing date listed at the top of the advert. Our team read each and every application, therefore you’ll hear back from us in due course.
Consumer Insights Lead in Glasgow employer: Whyte & Mackay
Contact Detail:
Whyte & Mackay Recruiting Team
StudySmarter Expert Advice 🤫
We think this is how you could land Consumer Insights Lead in Glasgow
✨Tip Number 1
Network like a pro! Reach out to folks in the industry, especially those who work at Whyte & Mackay or similar companies. A friendly chat can open doors and give you insights that might just set you apart from the crowd.
✨Tip Number 2
Prepare for the interview by diving deep into consumer insights trends, especially in the spirits sector. Show us you know your stuff and can translate insights into actionable strategies that align with our brand vision.
✨Tip Number 3
Don’t just talk about your experience; bring examples! Whether it’s a successful project or a unique insight you uncovered, we want to hear how you’ve made an impact in previous roles. Make it relatable to the whisky market if you can!
✨Tip Number 4
Apply through our website! It’s the best way to ensure your application gets seen by the right people. Plus, it shows you’re genuinely interested in joining our brilliant community at Whyte & Mackay.
We think you need these skills to ace Consumer Insights Lead in Glasgow
Some tips for your application 🫡
Be Authentic: When you're writing your application, let your personality shine through! We want to get to know the real you, so don’t be afraid to share your unique experiences and insights that relate to the role.
Tailor Your Application: Make sure to customise your application for the Consumer Insights Lead position. Highlight your relevant experience in insights and category strategy, especially if you've worked in spirits or FMCG before. Show us why you're the perfect fit!
Showcase Your Skills: Don’t just list your skills; demonstrate how you've used them in past roles. Whether it’s leading research projects or shaping marketing strategies, give us examples that illustrate your expertise and impact.
Apply Through Our Website: We encourage you to apply directly through our website. It’s the best way to ensure your application gets into the right hands, and we can’t wait to see what you bring to the table!
How to prepare for a job interview at Whyte & Mackay
✨Know Your Whisky
As a Consumer Insights Lead, it's crucial to have a solid understanding of the whisky market, especially premium and luxury brands. Brush up on the latest trends, consumer preferences, and cultural nuances in the spirits industry. This knowledge will not only impress your interviewers but also help you articulate how you can contribute to their brand strategy.
✨Showcase Your Insight Leadership
Prepare to discuss your previous experience in leading insight-driven projects. Be ready to share specific examples where your insights shaped marketing or category strategies. Highlight your ability to translate complex data into actionable strategies that align with business goals, as this is key for the role.
✨Familiarise Yourself with AI Tools
Since the role mentions the use of AI-driven tools like Copilot, it’s beneficial to familiarise yourself with these technologies. Even if you haven't used them extensively, showing an understanding of how AI can enhance consumer insights will demonstrate your forward-thinking approach and adaptability.
✨Prepare Questions About Their Insights Function
Interviews are a two-way street! Prepare thoughtful questions about their current insights function and how they envision its growth. This shows your genuine interest in the role and helps you assess if their vision aligns with your career aspirations. Plus, it gives you a chance to showcase your strategic thinking.
