Customer Insights Manager

Customer Insights Manager — Job Description (Delhi)

Function: Marketing / Consumer & Category Insights

Location: Delhi

Role purpose

Own consumer, shopper, and category insights to drive sharper product decisions, better campaigns, and stronger in-store + online conversion for MARS Cosmetics. Turn messy data (sales, reviews, social, research) into clear “what to do next”.

Key responsibilities

1. Build a continuous insights engine: consumer needs, trends, whitespace, and competitive benchmarking (mass + masstige beauty).
2. Lead primary research: concept tests, claims tests, packaging tests, pricing studies, U&A, CLT/monadic, in-home usage tests; manage agencies end-to-end.
3. Own social listening + review mining: extract recurring pain points, shade/undertone needs, texture/finish preferences, and reasons for churn/returns.
4. Partner with Product/R&D on NPD decision gates: problem statement, target consumer, RTBs/claims, shade ranges, sensory benchmarks, naming and pack cues.
5. Deliver campaign & channel insights: pre/post evaluations, creative testing, MMM/attribution inputs (where available), and guidance for influencer/creator strategy.
6. Build dashboards for business questions: repeat drivers, cohort insights, customer segments, CLV proxies, funnel drop-offs, promo effectiveness.
7. Translate insights into actionable briefs for marketing, performance, retail, and sales teams; run monthly “insights review” rituals.
8. Track competition: launches, pricing, claims, hero SKUs, assortment architecture, and GTM tactics across India + key global references (Korea/US).

Success metrics (examples)

1. % of launches meeting first-90-day targets (sales/repeat/reviews)
2. Improved conversion/ROAS from insight-led creative and claims
3. Reduced returns/negative review themes via root-cause fixes
4. Faster, clearer go/no-go decisions for NPD concepts

Must-have skills & experience

1. 5–9 years in consumer/shopper insights (beauty, FMCG, D2C/retail preferred)
2. Strong research design + vendor management; can run studies with minimal supervision
3. Solid analytical ability (Excel/Sheets; comfort with BI dashboards; SQL is a plus)
4. Clear storytelling: can present to leadership with “insight → implication → action”
5. Understanding of cosmetics categories: base, lip, eye, skincare basics; shade/sensory language