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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 by championing the voice of consumers in a dynamic industry.
- Qualifications: 5+ years in insights/category, preferably in spirits or FMCG.
- Other info: Be part of a supportive team that values growth and innovation.
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: Whyteandmackayltd
Contact Detail:
Whyteandmackayltd 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 people in the industry, especially those at Whyte & Mackay. A friendly chat can open doors and give you insights that a job description just can't.
✨Tip Number 2
Prepare for interviews by diving deep into consumer insights trends. Show us you know your stuff about whisky consumers and how their behaviours shape brand strategies. We love a candidate who’s passionate and informed!
✨Tip Number 3
Don’t just apply; engage with our brand! Follow us on social media, comment on our posts, and share your thoughts on our products. This shows us you’re genuinely interested and can help you stand out.
✨Tip Number 4
Use our website to apply! It’s the best way to ensure your application gets seen. Plus, it gives you a chance to explore more about our culture and values before you hit send.
We think you need these skills to ace Consumer Insights Lead in Glasgow
Some tips for your application 🫡
Be Yourself: 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 make you a great fit for the Consumer Insights Lead role.
Tailor Your Application: Make sure to customise your application to highlight how your skills and experiences align with the job description. Focus on your insights leadership experience and how it relates to our mission at Whyte & Mackay. This will show us that you’re genuinely interested in the role!
Showcase Your Insights Skills: Since this role is all about consumer insights, be sure to include specific examples of how you've used data to shape marketing strategies or drive business growth. We love seeing how you’ve made an impact in previous roles!
Apply Through Our Website: We encourage you to apply directly through our website. It’s the best way for us to receive your application and ensures you’re considered for the role. Plus, it’s super easy – just follow the prompts and you’ll be good to go!
How to prepare for a job interview at Whyteandmackayltd
✨Know Your Consumer
Dive deep into understanding the premium and luxury whisky consumers. Familiarise yourself with their motivations, barriers, and cultural shifts. This knowledge will not only impress your interviewers but also show that you can translate insights into strategic frameworks.
✨Showcase Your Insight Leadership
Prepare to discuss your experience in leading multi-market research and how you've shaped marketing strategies using consumer understanding. Bring specific examples of past projects where your insights made a tangible impact on brand positioning or innovation.
✨Familiarise with AI Tools
Since the role mentions the use of AI-driven tools, brush up on your knowledge of these technologies, especially Copilot if you have experience with it. Be ready to discuss how you've used data analytics to inform decisions in previous roles.
✨Engage with Their Values
Whyte & Mackay values growth and community. During your interview, express how your personal values align with theirs. Share experiences that demonstrate your commitment to collaboration and continuous improvement, which will resonate well with their culture.
