Lead - Consumer & Market Insights

Role Purpose

To lead the Bank's consumer insights agenda by building a deep understanding of consumer needs, motivations, aspirations, behaviours, and perceptions. The role will serve as the custodian of the consumer voice, translating research and market intelligence into strategic recommendations that shape brand, product, and business decisions, while driving growth and innovation.

Role Summary

The custodian of consumer understanding and market intelligence, responsible for turning customer, category, and competitive insights into strategic business growth.

Key Responsibilities

• Own the customer, consumer, and market research agenda for the Bank.
• Develop a robust consumer insights function that acts as the voice of the customer across businesses.
• Manage ongoing brand health tracking programs, including awareness, consideration, preference, trust, and advocacy metrics.
• Lead qualitative and quantitative research studies to understand customer attitudes, motivations, behaviours, needs, and barriers.
• Drive segmentation studies, persona development, customer journey mapping, and behavioural analysis to uncover growth opportunities.
• Monitor category trends and evolving consumer behaviours.
• Build and manage a competitive intelligence framework tracking market developments, competitor positioning, campaigns, products, and customer perceptions.
• Manage external research agencies, consumer panels, and specialist research partners to ensure high-quality insight generation.
• Translate research findings into clear business implications, strategic recommendations, and action plans for senior leadership.
• Partner with Product, Brand, Digital, Customer Experience, and Business teams to embed consumer insights into decision-making.
• Integrate research findings with internal customer data and analytics to create a holistic understanding of customer behaviour.

Ideal Candidate Profile

• 10-15 years of experience in Consumer Insights, Market Research, Customer Intelligence, Strategic Planning, Analytics-led Research.
• Experience in banking, financial services, telecom, consumer goods, retail, consulting, or digital businesses.
• Strong expertise across qualitative and quantitative and qualitative research methodologies.
• Proven experience managing large-scale consumer and brand studies.
• Strong storytelling and insight synthesis capabilities with the ability to influence senior stakeholders.
• Experience managing research agencies and strategic insight partners.

Key Competencies

• Brand Health & Equity Measurement
• Consumer & Customer Insights
• Market Research & Analytics
• Customer Journey Research
• Competitive Intelligence
• Strategic Planning & Foresight

Success Measures

• Improvement in brand health and customer perception metrics.
• Increased adoption of consumer insights in strategic and marketing decisions.
• Improved quality and actionability of customer and market intelligence.
• Strengthened the organization's ability to anticipate market shifts and proactively respond to changing consumer behaviour.
• Faster identification of emerging consumer trends and market opportunities.
• Demonstrable business impact from insight-led recommendations.