Alshaya

1. Market Research & Customer Insights

• Design and Conduct Research: Co-Plan and co-execute customer and market research studies (surveys, focus groups, ethnographic studies, in-depth interviews, etc.) to gather comprehensive insights.
• Competitive Analysis: Continuously monitor competitors’ strategies, product offerings, pricing models, and market positioning to assess potential opportunities and threats, leveraging our BHT data.
• Trend Analysis: Identify and interpret macroeconomic and industry trends to understand how they impact customer behavior and business performance, leveraging our external partners panel, such as Statista, Euromonitor, etc.
• Segment Analysis: Develop a deep understanding of different customer segments and how they interact with the brand, products, and services, once more through either our BHT panel or Ad-hoc studies.

2. Data Collection & Analysis

• Data Management: Gather and analyze primary (research led) and secondary (desktop research) data sources to understand customer preferences, buying behaviors, and satisfaction levels, following the lead of the CMK manager in Dubai.
• Data Interpretation: Translate complex data into simple, actionable insights, identifying patterns and correlations between different market factors.

3. Insights & Strategy Development

• Business Intelligence: Support the CMK team in Dubai in the development of new business strategies or new brands into the category (i.e: Chipotle, Primark), by providing detailed customer and market intelligence, facilitating data-driven decision-making,
• Trend Forecasting: Proactively monitor industry shifts and emerging trends, forecasting their potential impact on business and customer needs, enabling the team in Dubai in providing brands with categories into markets yearly forecasted growth to support internal sales growth forecast.

4. Cross-Functional Collaboration

• Stakeholder Communication: Co-present research findings to internal teams alongside team in Dubai, including marketing, Operations, and BDs, ensuring they have clear, actionable insights.
• Partnerships with External Agencies: While the team in Dubai leads the development of market research agencies, the team in Egypt helps defining parameters for data and insights management, such as data harmonization, projects timelines management, etc.

5. Performance Tracking & Reporting

• KPI Measurement: Proactively monitor key performance indicators (11 Measures) related to brand’s awareness, consideration, as well as other brand health tracker KPIs, market share, DNA statements, etc.
• Campaign Evaluation: Support the team in Dubai to track the effectiveness of marketing campaigns, promotions, and product launches, adjusting strategies based on performance insights, leveraging external as well as internal data in the process.
• Regular Reporting: Support in producing regular market and customer insights reports, ensuring key stakeholders remain informed about changing market conditions and customer sentiment, primarily the quarterly BHT presentations.