Analyst – Consumer & Marketing Insight

The role sits in the Consumer & Market Insights team and is responsible for understanding the category consumer, what is going on in the wider market, and Virgin Atlantic’s performance to inform our marketing strategy. It will help us make the right calls for both existing and future products, services, campaigns, and initiatives to ultimately drive commercial growth, brand equity, and customer satisfaction.

 

You’ll be supporting on first-class consumer research that produces insights and actionable recommendations that can shape all areas of the business and identifying the next big trends. This role will be critical to identifying, driving, and developing strategic priorities and performance with consumer data and insight.

Implement both strategic and tactical studies that shape our innovation pipeline, approach to tackling white spaces, communications and campaign strategy, and brand positioning and performance to determine the points of difference and points of parity and develop an effective strategy to establishing strengths vs our competition.

The role will work closely with the broader Insights team (made up of Customer Insights and Brand Effectiveness) to be the expert in the market, the consumer, our customers, and future trends to ensure that all sources of insight are brought together to tell a holistic story.

• Manage ad-hoc, qual & quant projects/studies addressing priority business questions, gaining strategic understanding, and/or assessing innovation and comms plans, working closely with suppliers to deliver on time and in-full

• Help shape our long-term future through the evolution of our product portfolio and brand strategy by helping to understand opportunities and partnering with the marketing team to turn these into growth strategies

• Manage a range of agile quantitative projects with our AskNow tool with both internal tools and in partnership with external agencies, from briefing with internal stakeholders, questionnaire design, and analysis, through to distilling content down into actionable insights

• Support the development and optimisation of our brand strategy and consumer-facing initiatives through deep understanding of research and embedding findings with key stakeholders

• Complete evaluation of key initiatives on brand and customer experience metrics, recommending future actions to take from clear action standards based on business objectives. A key focus will be on managing the testing programme used to evaluate our in-flight Food & Beverage menu performance, and dish trialling. 

• Input into research requirements to ensure tools are fit for purpose for marketing & broader teams’ usage.

• Build bridges & links between issues/opportunities, insights and actions to take, distilling key insights into simple story telling

• Support teams with insight, trends, and data to answer key business questions, mitigate risk, and shape future direction of initiatives

• Training teams on research and consumer insight tools (e.g. concept writing, Brand Choice drivers, market landscaping, A/B testing, qualitative techniques, etc.)

• Proactively engage with stakeholders across the business to stay attune to priorities, workstreams, and initiatives across the broader business that impact customers and non-customers, and develop partnerships that enable you to influence future plans, and champion the power of research

• Be a point of reference for teams, filtering requests from across the business for relevant consumer and market insights on workstreams

• Champion the use of research to ensure the voice of the consumer is represented and decisions are made based on solid consumer insights and data

• Demonstrable experience in consumer research, marketing, consulting or related field; travel and/or aviation industry experience and knowledge a plus

• Proven track record as part of a research team, on either client or agency side, embedding communicating insights, and translating data into action

• A degree of experience across a range of research methods, which could include a mix of qual; quant; innovation testing; continuous tracking (e.g., brand health, NPS, etc.); modelling & analytics.

• Proficiency synthesizing data from across sources to tell a clear and actionable story with recommendations

• Numerate and proficient in excel - Comfortable working with large data sets, outlining clear analytical plans based on existing or emerging hypotheses, drawing out key insights, visualizing in PPT in an engaging, story-led way, and turning into category recommendations. 

• Experience with leading and managing teams, clients, and/or vendors/partners

• Experience designing and/or evaluating research proposals based on a deep understanding of business objectives

• Naturally inquisitive with an eye for trends, attention to detail and thoroughness in approach to data journalism

• Proactive approach to identifying business questions and engaging stakeholders on potential applications of data and insight

• Strong track record of customer service / consumer-centric orientation to keep the category and consumer front of mind

• Have excellent project management skills with an eye for detail and high standards of execution: ability to oversee multiple workstreams, timelines, budgets, and stakeholder expectations

• Clear and effective communicator able to articulate a direct POV informed by and grounded in data