Ujjivan Small Finance Bank - Lead - Market Research & Consumer Insights

II. 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.)

- Bring the voice of the consumer as well as the underlying needs into the broader organization

- Create a competitive advantage for Ujjivan SFB's Go to Market planning by delivering compelling market insights that help define Strategic marketing.

- Spot new growth opportunities across latent & emerging consumer segments amongst mass market.

III. SIZE OF THE ROLE:

FINANCIAL SIZE NON-FINANCIAL SIZE

- Manages the portfolio size of 1 Cr. - Number of Vendors - 5

IV. 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):

- Bring the voice of the consumer as well as the underlying needs into the broader organization by strong participation in meetings

- Interface with Business and Product teams to understand business issues and challenges

- Guide & handhold team member in designing Questionnaire and methodologies of research along with the research agency wherever applicable

- Expand knowledge about customers to understand their stated and unstated needs which helps in designing appropriate offerings for the customers.

- Confer 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

- Manage and guide team member during various stages of research- designing questionnaire, online surveys and on reports

- Supervise 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

- Closely 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

- Adherence to the stipulated budgets while conducting research projects. Exploring cost-effective routes wherever feasible

Innovation & Learning:

- Ensure adherence to training man-days/ mandatory training program for self

- Guide team member in delivering data driven and actionable insights and adherence to project timelines

V. 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.