Consumer Insights Manager, West Africa

GBfoods Africa offer culinary solutions operating in over 24 countries with a regional office in Accra - Ghana.

Our Purpose “Celebrating local flavours” is to empower and take care of each of the local communities we belong to and to bring out their authentic flavours. Some of our local brands have been in consumers' kitchens for over a century and have positioned themselves as authentically loved brands, as well as deeply rooted parts of the local culture.

Role:

Reporting to the Consumer Insights Director,

The Consumer Insights Manager is responsible for leading consumer and market intelligence initiatives to generate actionable insights that support business growth, brand development, innovation, and commercial performance across Gbfoods WA markets and categories.

The role manages consumer research, market tracking, and shopper insights while partnering with cross-functional teams to drive data-informed, consumer-centric decision-making.

Key Responsibilities:

Consumer & Market Intelligence

• Lead the Consumer Insights agenda across West Africa (multi-country scope), aligning insights with business priorities..
• Define and prioritize the research roadmap (adhoc + tracking) across markets and categories.
• Analyse consumer behaviour, market trends, shopper dynamics, and competitive activities to identify growth opportunities.
• Deliver actionable insights to support brand strategy, innovation, communication development, pricing, and category growth.
• Synthesize multiple data sources (consumer behavior, market trends, shopper dynamics, retail audit, household panel, competitive intelligence) to generate holistic and forward-looking insights
• Coordinate and manage continuous tracking studies, retail audits, consumer panels, and ad hoc research projects.
• Ensure excellence in data quality, consistency, and harmonization across countries, driving reliability of market intelligence.
• Ensure timely delivery, quality control, and accuracy of all consumer insight reports and market intelligence data.
• Manage CI budget and agency relationships, driving cost efficiency and leading negotiations with research partners.
• Drive adoption and usage of consumer and market data across stakeholders through strong storytelling, simplification, and business relevance

Strategic Business Support

• Collaborate with Marketing, Sales, R&D, Finance, and Commercial teams to embed consumer insights into business strategies, annual plans, innovation pipelines, and category growth initiatives.
• Monitor and evaluate marketing campaigns, product launches, and consumer activation programs to assess effectiveness and drive continuous improvement.
• Utilize insights from retail audits, pricing research, NPD studies, media research, and positioning studies to support strategic initiatives.
• Identify emerging consumer trends and translate them into actionable strategic recommendations while fostering a strong consumer-centric culture across the organization.

Research & Analytics

• Determine appropriate research methodologies and protocols to address business challenges effectively.
• Manage relationships with external research agencies and suppliers to ensure high-quality deliverables and innovation in research approaches.
• Lead data mining, analysis, interpretation, and storytelling using consumer and market data.

• Define dashboards and reporting tools using platforms such as Power BI and other analytics systems.

What can you expect from us?

You will be part of a unique  company in an exciting moment, when we are growing and becoming a very consolidated multinational in the FMCG Food industry, with many strong brands.

What do we expect from you?

We are looking for someone who is committed, action oriented, problem solver and excellent relationship skills, pays attention to detail and is ready to explore the opportunities and challenges that the role brings.