Senior Consumer Insight & Marketing Intelligence Analyst
Nestle Middle East
Total years of experience :20 years, 1 Months
Supporting top management and brand teams as a marketing support unit across several responsibilities. These may include:
To manage and develop the CIMI department to effectively and efficiently support Marketing and Sales and building a consumer/shopper/customer-centric structure, with analyzing and cross-fertilizing information and insights.
To establish a “Consumer Insight” Culture and Attitude at Nestle Middle East (including training on basic knowledge and skills for consumer insight generation and application into Innovation/Renovation and Consumer Communication).
To manage the relationship between Nestle Middle East and research agencies.
Responsible to develop, monitor and update the Market Research process and ensure it is adhered to
Championing and coordinating Retail audit across Middle East
Handling communication tracker and world panel
Key Achievements:
o Restructuring Retail Audit from A-to-Z for year 2011
o Provided insightful analysis that has changed the communication and marketing approach for Coffee Mate
o Enhanced field quality control by training and providing brand team with guidelines how to control the field.
o Improved the reporting and analysis of all projects specifically the executive summary and way forward.
Supporting Clients by understanding, anticipating and explaining the different behaviour, motivations, perceptions, and attitude of consumers. These may include:
Business Development
Preparation of proposals based on clients’ brief which include study requirements, methodology, sample size allocation, and cost.
Setting up Discussion Guides covering the main objectives to be addressed in focus groups or In-depth interviews
Briefing moderators and supervising their probing technique during focus groups and/or In-depth interviews.
Moderating focus groups discussion and in-depth interviews.
Analyzing and interpreting data to identify patterns and solutions.
Writing detailed reports and presenting results.
Advising clients/senior management on how to best use research findings.
• Handling key accounts such as Nestle Middle East, Nestle Pakistan, Automotive and Banking Sectors
• In charge of liaising with Qatar in all qualitative projects.
Sectors involved in:
o FMCG
o Finance and Banking
o Government
o Sport
o Automobiles
o Media
o Telecommunication
o Real Estate
Types of projects engaged with:
o Nestle Ad Lab
o Testing Nestle Big Ideas
o Market Segmentation
o Usage & Attitudes
o Perception & Attitudes
o Concepts Evaluation
o In-Home Visits
o Shop-along
o Brand Evaluation
o Awareness and Perceptions
o Communication Evaluation
o Corporate Reputation
o Customer Satisfaction
o Consumer Journey
o Websites Evaluation
Key Achievements:
o Employee performance rating for my first year was: “Exceed Expectations”.
o Employee of the Qualitative Department for year 2009.
o Recognitions received from HSBC Global, Naser Bin Khaled Group and UAE Ministry.
o In addition to my responsibilities, I have won several key accounts.
IMES is independent international company operating in UAE, UK, USA, Russia, Singapore, Egypt and KSA. IMES is involved in a wide range of international projects including market research, planning, strategy and consultancy.
Responsibilities
Conducting Market Research, Analysis and Consumers Drivers.
• I have supported clients through various means:
New Business Development.
Client Relationships.
Managing accounts and delivering all services.
Writing reports, project management, survey development and presenting.
Key Projects:
o Tetra Pak
o Coca-Cola
o DANAO
o Tunisia Soft Drinks.
o Bahrain Grocery report.
Emirates Airline is one of the fastest growing airlines in the world and its success rests with its outstanding service.
Responsibilities
Provide customers in the Business Class cabin with a standard of excellence in safety, first aid, security and service, in order to gain customer loyalty.
Deliver the highest quality service to customers in all conditions through communication and teamwork.
The job also focuses on leadership skills, problem solving, working under pressure, and time management.
GPA: 3.66 - Placed on the Dean's Honor list.
GPA: 3.57 Honor List: Fall 2002-2003