Amstelveen, North Holland, Netherlands
20+ years in Marketing of FMCG. Specialized in consumer-, shopper- and business intelligence.
- Realise innovation pipeline value through new product development - Lead packaging improvements, communication campaigns and direct-to-print process - Define E-commerce content strategy and development
- Lead market/business intelligence for the coffee categories - Support the category teams on strategic topics - Build a business intelligence platform where: • data from multiple sources, countries and brands come together, is harmonized and made easily accessible, delivering one version of the truth • senior management reports are updated automatically without any manual interventions • less time is spent on creating reports, more time is left for analysing and delivering evidence based insights
- Roll out of a Brand Health Tracker in 100+ markets (Project ONEquity) - Development of an online solution for accessing and reporting Brand Health data - Analysis for Heineken Company brands vs competition on regional and global level by using Brand Health-, Media- and Market Measures data
- Shopper research as input for the renewed Category Vision Off-Trade - Packaging and innovation studies for the Brand Marketing teams - Development of the new Promo and Pricing strategy for the Off-Trade portfolio - Harmonizing Consumer, Media, Financial and Brand Health data into 1 system, the Business Intelligence System (BIS)
- Lead the process of consumer and customer insight generation - Ensure integrity of insights in the strategic and operational decision making process - Full responsibility for the guardianship of all research systems, protocols and platforms
- Analysis of market trends based on Nielsen data - Managing the Brand Health Tracker - Conducting different ad hoc market research studies - Development of meaningful and actionable consumer and customer insights