Senior Research & Insights Associate, Francophone
Permanent - Full TimeJob Overview
Location : Lomé, Togo
About the role:
This role sits within the marketing function and directly reports to Market Research & Insights Manager. The Senior Associate, Research & Insights will be responsible for bringing customer perspective to marketing and overall business by gathering and interpreting market and customer insights to inform strategic decision making. The role will be pivotal in development and execution of market research strategy across the Francophone Africa markets (Togo, Cameroon, Benin). The role involves deep collaboration with cross-functional teams (Marketing, Product, Sales, Customer Care and Operations) to ensure the business is data-driven and customer-centric.
About the role:
This role sits within the marketing function and directly reports to Market Research & Insights Manager. The Senior Associate, Research & Insights will be responsible for bringing customer perspective to marketing and overall business by gathering and interpreting market and customer insights to inform strategic decision making. The role will be pivotal in development and execution of market research strategy across the Francophone Africa markets (Togo, Cameroon, Benin). The role involves deep collaboration with cross-functional teams (Marketing, Product, Sales, Customer Care and Operations) to ensure the business is data-driven and customer-centric.
What you will be expected to do
Research planning, execution and coordination:
- Plan, design, execute and manage quantitative and qualitative research projects from brief to presentation to understand customer needs, perceptions, and usage behaviors.
- Design research instruments, sampling, and devise data collection methodologies.
- Collaborate with agencies and internal teams to ensure high-quality data collection.
Voice of the Customer:
- Gather and work with customer feedback to ensure customer voice.
- Conduct in-depth research to uncover customer needs, motivations, pain points, and behaviors to ensure that all products, services, and communications are customer centered.
Market Intelligence:
- Track competitive landscape by gathering, analyzing, and interpreting competitive intelligence to support strategic decision-making across our solar energy and PAYGO phones.
- Analyze similar brands' products, pricing, distribution, and promotional strategies to identify opportunities and threats.
Data Synthesis
- Correlate sales and survey data and prepare reports and presentations with clear and actionable insights.
- Synthesize data from multiple sources and provide recommendations and implications for the business.
- Synthesize data from multiple sources and provide actionable insights, recommendations and implications for the business.
- Prepare and present reports, dashboards, and briefs tailored to diverse internal audiences.
Strategic Partnerships & Collaboration:
- Provide insights to support cross-functional collaboration with creative, marketing, New Product Development, and Sales teams.
- Fully involved in pilots, experiments, and pre/post-launch evaluations.
ROI Tracking:
- Work with marketing and finance teams to track ROI of marketing and strategic initiatives, ensuring insights provides tangible outcomes.
- Contribute periodically to marketing ROI and performance reports
Knowledge Management:
Create a centralized hub for storing and sharing research data and reports.- Develop processes and onboarding plans for stakeholders accessing research outputs.
- Summarize and share key findings to relevant stakeholders during voice of customer sessions
Market Research Uptake:
- Ensure data and insights are integrated into workflows across teams
- Drive internal adoption of research findings by ensuring insights are easily accessible and well-communicated.
- Follow up with teams to ensure research learnings are integrated into ongoing projects.
You might be a strong candidate if you have:
- Bachelor’s degree in marketing, Economics, Statistics, Social Sciences, or related field.
- 4–6 years of experience in market research and consumer insights, or related roles.
- Competence with key tools and data analysis software's ( SPSS, Excel, Python, Stata).
- Good analytical skills with experience in data synthesis and reporting.
- Experience in conducting research projects, including designing qualitative and quantitative studies and analyzing data, and with a strong interest in keeping up with market trends and research best practices.
- Possess strong project management skills, with the ability to work on multiple projects at the same time, and manage multiple stakeholders
- Excellent communication and presentation skills
- Knowledgeable of business visualization tools
- Have good understanding of Francophone market research trends and a good grasp of the African sales and commerce landscape.
- Fluency in both French and English (spoken and written)