Consumer Insights & Data Manager

Job Description :

Consumer Insights & Data Manager

Irish Brand Homes

Location: Guinness Storehouse, Dublin, Ireland

12-month FTC/ Secondment

Closing Date: February 24, 2025

About Us    

Located in the heart of St. James's Gate Brewery, the Guinness Storehouse is recognised as the world’s leading tourist attraction welcoming millions of visitors every year.

Since our launch in 2000, we've been on an incredible journey of growth and innovation. From our 360-degree panoramic Gravity Bar to our award-winning flagship store and the fascinating Guinness Archive, every corner is filled with immersive, sensorial guest experiences that tell our rich story.

In our inclusive culture, where we value each other and celebrate different perspectives, you'll be supported to thrive and recognized for your unique contributions, as we unlock a brighter, more exciting future together. 

If this resonates with you, come join us at the Home of Guinness.

About the Role

The purpose of this role is to ensure that consumer insights are at the heart of decision making and strategy setting within the Irish Brand Homes portfolio.

This role will ensure that the IBH business is fully utilising all sources of both internal and external data to make the right business decisions with pace and agility and borne out of consumer insights. The holder of this role will become proficient in using Power BI to mine insights and trends to enable decision making before potential negative trends adversely affect our P&L. This role will also lead planning for all key research initiatives to ensure the business meets it’s KPI’s.

This role reports into the Head of Commercial Growth and Digital and it will play a key role in defining future IBH strategies and plans (tactical, short, medium and long) borne out of key consumer insights. Internal stakeholders are across the organisation, and include events, innovation, visitor experience, retail, customer service and the sales and marketing team. Additional key internal stakeholders are consumer planners and design leads to ensure brand home direction is aligned with brand objectives. Key external stakeholders include industry bodies such as Tourism Ireland, Failte as well as several agency partners. This role is required to proactively identify and pursue collaborative partnership opportunities with key tourism stakeholder bodies.

This role will lead the ‘Voice of the Visitor’ programme, ensuring all insights are consolidated and reported on so that each department is held accountable for visitor insights. Actions will be taken to continuously improve the visitor experience and drive NPS.

About the Environment

External Sources of Insight– Interface and build relationships with data teams at bodies such as Failte Ireland, Tourism Ireland, DAA and ITIC amongst others to ensure that IBH are fully involved in, and benefiting from, all relevant initiatives research and insight initiatives both in Ireland and Internationally.

Internal Sources of Insight – This role will plan and execute qual and quant research initiatives across the IBH portfolio and then work with key stakeholder to ensure that insights turn into measurable actions. It will gain a deep understanding of Microsoft Power BI and the data sources within data warehouse to enable this individual to run reports and data queries, create presentations to demonstrate key customer insights that the IBH should be leveraging or addressing. It will also coach and steer the business in ways to continually focus on consumer insights to make better business decisions.

Ad Hoc – This role will work with the marketing team as part of the annual Marketing Business Plan (MBP) to create annual insight plans that will be then fully costed, signed off and implemented. Marketing Effectiveness is a key KPI for the IBH team and this role will work closely with the Brand and Marketing Managers to define, measure and then track ROI

Location

This role is based at the Guinness Storehouse, but movement is required to attend all Diageo Ireland Brand Homes as work requires. Flexibility between working from home and in the office in line with current IBH policies Attendance at off-site agency meetings required. Some flexibility required for evening and weekend work as campaign activations and events require

You will be responsible for:

• Ensure that we make pacey, consumer insight based commercial and brand decisions
• Use a combination of qualitative and quantitative research techniques to ensure that the IBH portfolio is “future facing” at all times. 
• Become the voice of consumer for key stakeholders within IBH.
• Develop strong relationships internally across all levels of the business, including consumer planners and brand teams 
• Develop strong relationships externally with key agency partners and with important external stakeholders such as Tourism Ireland, Failte Ireland and others
• Finding the right balance between creativity and commerciality to ensure brand marketing work results in meaningful market share gain.
• Collect and Manage Consumer Data for Business Leverage- own data collection strategies and plans including website, wi-fi opt in and own the creation of an “in building” data collection activation plan.

To be successful in this role, you will need:

• Educated to Graduate level, preferably within marketing or a business-related subject
• Demonstrable experience in leading insight strategies and plans to drive footfall in a hospitality business. 
• Highly skilled in the management of detailed projects from beginning to end brilliantly – a “multi-tasker”, with a strong sense of urgency to deliver outstanding business results, and an ability to recognise course correction requirements.
• Excellent communication skills both written and verbal 
• Understands how to manage, motivate and mobilise individuals and teams e.g. agency partners, internal stakeholders. 
• Desirable: experience in tourism companies or FMCG organisations, with proven track record of success
• A self-starter with leadership capability and an ability to identify new and progressive routes to deliver breakthrough insight plans for Irish Brand Homes
• Proficient knowledge of AI methodologies and capabilities

Working with Us

Flexibility is key to success in our business and many of our people work flexibly in many different ways, including part-time, compressed hours, flexible location. Please talk to us about what flexibility means to you and don’t let anything stop you from applying.

• We offer a highly competitive rewards and benefits package including: Contemporary work life balance policies and wellbeing activities
• Annual merit increases (performance based)
• Annual bonus (performance based)
• Subsidized gym membership
• Contributary pension scheme
• Comprehensive health insurance for you and your family
• Share options

Our purpose is to celebrate life, every day, everywhere. And creating an inclusive culture, where everyone feels valued and listened to, is a crucial part of this. 

We believe the most diverse and inclusive culture makes for a better business and a better world. 

We know that for our business to thrive and for Diageo to realise its ambition, we depend on having diverse talent with a range of backgrounds, skills and capabilities in each of the countries in which we operate and to reflect our broad consumer base.  

Around the world we have a number of inclusive Business and Employee Resource Groups known as BRGs and ERGs. These influential groups, made up of our people, represent various viewpoints, experiences and communities who generate thought-provoking work to enhance our business and workplace, creating a sense of belonging and opportunities for all.  

Join us, and you'll be part of an organisation that embraces diversity in the broadest possible sense. This means that you'll be welcomed and celebrated for who you are just by being you. You'll be part of — and help build — an inclusive culture that celebrates people of different gender, ethnicity, ability, age, sexual orientation, social class, educational backgrounds, experiences, mindsets, and more. And you'll help us champion inclusion and diversity across our entire business: with our employees, our suppliers, across our brands, and within the communities in which we operate. 

About Us

With over 200 brands sold in nearly 180 countries, we’re the world’s leading premium drinks company. Every day, over 30,000 talented people come together at Diageo to create the magic behind our much-loved brands.

Join us and you’ll collaborate, explore, and innovate. Challenge and be challenged. Together with passionate people from all over the world, you’ll build brands consumers love.

We value each other and celebrate different perspectives. In our inclusive culture, you’ll have the backing you need to test new ideas and learn from them. Harness your passion and desire to grow as you make your mark. Let’s unlock a brighter, more exciting future together.

Our ambition is to create the best performing, most trusted and respected consumer products companies in the world. To achieve this, we need the world’s very best people. We're looking for people with curiosity, creativity, boldness and a sense of purpose to take Diageo and our timeless, pioneering brands to the next level.

Feel inspired? Then this may be the opportunity for you.

Worker Type :

Fixed Term Contract (Fixed Term)

Primary Location:

Storehouse

Additional Locations :

Job Posting Start Date :

2025-02-12