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Bengaluru

    Lead Market Research - Bangalore Urban, India - Ujjivan Small Finance Bank

    Ujjivan Small Finance Bank
    Ujjivan Small Finance Bank Bangalore Urban, India

    6 days ago

    Default job background
    Marketing / Advertising / Public Relations
    Description

    ROLE PURPOSE & OBJECTIVE

    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 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 organization
    • a competitive advantage for Ujjivan SFB's Go to Market planning by delivering compelling market insights that help define Strategic marketing.
    • new growth opportunities across latent & emerging consumer segments amongst mass market.

    SIZE OF THE ROLE

    FINANCIAL SIZE

    NON-FINANCIAL SIZE

    Manages the portfolio size of 1 Cr.

    • Number of Vendors - 5

    KEY DUTIES & RESPONSIBILITIES OF THE ROLE

    Business/ 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 segments
    • Understand 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 meetings
    • with 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 applicable
    • knowledge about customers to understand their stated and unstated needs which helps in designing appropriate offerings for the customers.
    • with agency partners wherever applicable; guide them during the course of project and monitor execution of research as per timelines
    • Build 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 challenges
    • and guide team member during various stages of research- designing questionnaire, online surveys and on reports
    • research reports along with insights that add value to the report– ensuring that the flow, learnings and insights address business issues, aligned to stakeholder expectations
    • interfacing with MIS & analytics team wherever relevant – handholding team member in executing 1 data deep dive every quarter; providing insights to drive go to market strategy
    • to the stipulated budgets while conducting research projects. Exploring cost-effective routes wherever feasible

    Innovation & Learning

    • Ensure adherence to training man-days/ mandatory training programmes for self
    • Guide team member in delivering data driven and actionable insights and adherence to project timelines

    MINIMUM REQUIREMENTS OF KNOWLEDGE & SKILLS

    Educational

    Qualifications

    • MBA 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.

    Prior experience in gathering and translating consumer and business insights into actionable implications and strategies.

    • 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.

    Certifications

    • If required

    Functional Skills

    • Knowledge 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 Skills

    • Listening skills and understanding business needs
    • Critical thinking and problem-solving skills
    • Planning & Organizing
    • Creativity & innovation
    • Ability to manage team member and drive performance
    • Written and verbal Communication skills
    • Strong analytical skills and data-driven thinking.

    Competencies

    • Strong on excel and ppt
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