Lead Market Research - Bengaluru, India - Ujjivan Small Finance Bank
Description
ROLE PURPOSE & OBJECTIVEDefine, lead and draw insights from data and research that will make a difference to the Annual Market Plans based on compelling, non-obvious customer insights and on a thorough understanding of the competitive SFB and emerging banking landscape.
Ensure key decisions that help the Head of Marketing drive strategy, marketing plans, and the consumer experience is based on relevant insights and consumer data.
Understand the Marketing Challenges through conducting secondary & primary research studies (Brand Salience, Product usage & behavior, etc.)the voice of the consumer as well as the underlying needs into the broader organizationa competitive advantage for Ujjivan SFB's Go to Market planning by delivering compelling market insights that help define Strategic growth opportunities across latent & emerging consumer segments amongst mass market.
SIZE OF THE ROLE
FINANCIAL SIZENON-FINANCIAL SIZEManages the portfolio size of 1 Cr.
Number of Vendors - 5
KEY DUTIES & RESPONSIBILITIES OF THE ROLEBusiness/ Financials
Create a competitive advantage for Ujjivan SFB's Go to Market planning (in the journey to become leading mass market bank) by delivering compelling market insights that facilitate speed and accuracy of decision-making.
Define, lead and draw insights from data and research that will make a difference to the Annual Market Plans based on compelling, non-obvious customer insights and an understanding of the banking landscape.
Identify trends in the industry which will help in spotting new growth opportunities across latent and emerging customer segmentsUnderstand the Marketing Challenges through initiating & managing secondary research & other surveys (Brand Salience, Product Usage & Attitude, etc.)Special Projects:
Driving & leading in successful implementation of awareness campaigns (example - Covid communication, vaccination, etc.)
Customer (Both Internal & External)
the voice of the consumer as well as the underlying needs into the broader organization by strong participation in meetingswith Business and Product teams to understand business issues and challenges& handhold team member in designing Questionnaire and methodologies of research along with the research agency wherever applicableknowledge about customers to understand their stated and unstated needs which helps in designing appropriate offerings for the agency partners wherever applicable; guide them during the course of project and monitor execution of research as per timelinesBuild awareness & establish connect with the mass market customers by - Initiating a Blogs Series or Podcast series
Internal Process
Ensure key decisions that help the CMO drive strategy, marketing plans and consumer experience; based on relevant insights and consumer data.
Stimulate a culture that is anchored in deep consumer understanding of the banking product portfolio and challengesand guide team member during various stages of research- designing questionnaire, online surveys and on reportsresearch reports along with insights that add value to the report– ensuring that the flow, learnings and insights address business issues, aligned to stakeholder expectationsinterfacing with MIS & analytics team wherever relevant – handholding team member in executing 1 data deep dive every quarter; providing insights to drive go to market strategyto the stipulated budgets while conducting research projects.
Exploring cost-effective routes wherever feasibleInnovation & LearningEnsure adherence to training man-days/ mandatory training programmes for selfGuide team member in delivering data driven and actionable insights and adherence to project timelinesMINIMUM REQUIREMENTS OF KNOWLEDGE & SKILLS
EducationalQualificationsMBA in Marketing
Experience (Years and Core Experience Type)11 to 13 years of experience in a Tier 1 MR agency or handling MR for a Consumer facing organization preferably in the BFSI space.
Area of exposure in intense consumer-facing Industries & BFSI verticals would be a plus.
Any prior experience in the MFI space will be a big advantage.
CertificationsIf required
Functional SkillsKnowledge of product landscape, as well as vendor ecosystem.
Knowledge of Market Research (Both Qualitative & Quantitative),Knowledge of latest MR tools & techniques especially advanced ones such as Projective Techniques etc.
(desirable)Knowledge of emerging & future Digital ecosystem (web, mobile and social).
Behavioral SkillsListening skills and understanding business needsCritical thinking and problem-solving skillsPlanning & OrganizingCreativity & innovationAbility to manage team member and drive performanceWritten and verbal Communication skillsStrong analytical skills and data-driven thinking.