Global Insights Category Director

Basic qualifications:


  • A minimum of a BA degree (preferred: MBA)
  • Excellent English spoken and written, additional languages are a plus


  • 15+ years of professional experience with relevant consumer insight background
  • Preferable experience mix of client and agency side
  • Hands on experience with methodologies and tools of ad-hoc research
  • Experience in digitally-driven companies and new product development is a plus
  • Direct experience in international OTC, FMCG or Consumer Tech companies (e-tailers, e-commerce, social media platforms, etc.)
  • Experience of working across multiple markets and cultures

Proven track record

  • Consistent high performance and delivery
  • Influencing own organisation and cross functional work
  • Successful project management
  • Management of market research and intelligence vendors
  • Leadership in matrix organisation, working remotely with stakeholders
  • Team management and mentoring

Preferred qualifications:



Global Insights Category Director

Role objective

Drive business decision making as a core member of the category leadership team, become a trusted business partner and key advisor. Embody the voice of consumers, shoppers and experts to shape the global category strategy, sustain GSK CH competitive advantage supporting innovation and R&D. Drive the evolution of Global Insights and its role within GSK CH by bringing forward looking perspectives, developing leading capabilities and setting the direction for the future.

Key accountabilities & deliverables

Shared – partnering with cross functional category leadership team

Drive category strategy and business growth

  • Develop a holistic view of demand spaces and consumer, shopper and expert segmentation for the category
  • Own a comprehensive understanding of business environment for the category including macroeconomic, social and demographic factors, competitor brands and product substitutes
  • Generate forward looking and predictive views of category by understanding drivers of consumer behaviour, articulate clear and compelling requirements for business action
  • Identify growth and profit opportunities and corresponding business implications
  • Suggest and assess opportunities to strengthen, stretch or resize brand architecture and product portfolio identifying fit with relevant consumer/shopper targets
  • Influence and contribute to business and financial planning by providing relevant inputs (e.g. volumetrics)
  • Set and refine prioritisation of pipeline of category initiatives to maximise total value for the business avoiding duplication of efforts and ensuring alignment to overall GSK portfolio strategy

Drive innovation development and evaluation

  • Own a complete vision of the consumer experience, map the journeys and identify critical touchpoints to leverage for innovation, comms and product development
  • Advance innovation by triggering and steering new and existing product development (brand, product, pack, format, etc.), claims and commercial innovation
  • Drive consumer centric innovation strategy with R&D partners
  • Develop new platforms and concepts, influence the selection and refinement processes

Drive category asset development

  • Steer development of assets according to category strategy, liaising with brands and markets
  • Co–create media neutral ideas, support communications development across all touchpoints of the consumer journey to strengthen brand development, purpose and positioning

Influence execution

  • Advise on the design of monitoring activities and liaise with area directors to enable roll-up of information for the category, ensuring ongoing aggregation of feedback from markets
  • Enhance return on marketing by incorporating learnings from market execution into the design process


Embody the Voice of the Consumer, Shopper and Expert

  • Ensure the consumer first approach is consistently understood and adopted across the business (e.g. with R&D, marketing and digital teams)
  • Influence all relevant category leadership forums and business processes (e.g. category growth planning, PMB, CGT) with actionable insights and business ideas
  • Drive thought provoking insight with tangible implications, integrating and leveraging the multiple sources of information available within and outside GSK CH
  • Articulate clear and compelling storylines with concrete next steps to drive business action

Strengthen intellectual capital

  • Own the category specific content for CH "knowledge platform" and drive its development
  • Manage vendor portfolio to ensure GSK CH has access to the most up to date tools and research methodologies in line with evolving business needs
  • Develop strong vendor partnerships, drive and encourage experimentation, trigger advancements in research and adoption of innovative approaches
  • Champion digital within GSK CH and Global Insights team, facilitate the understanding of the digital consumer, emerging platforms and new research methodologies
  • Establish credentials of the GSK Insights team in the industry
  • Stay at the forefront of insights innovation, connect to the wider insights community and become a reference for the category within and outside of the organisation (e.g. conferences)

Support leadership of Insight function

  • Mentor managers, grow team capabilities. Identify and develop future Insights leaders
  • Contribute to shaping and delivering Insights vision to better partner with the business and be a source of competitive advantage
  • Contribute to GSK CH Insights development by taking responsibilities of functional management roles (e.g. learning and development curriculum, strategic vendor management, ...)
  • Be an advocate and agent for change within Global Insights, drive experimentation and innovation
  • Indentify, enhance and share best practices across Insights teams
  • Drive and manage portfolio of category insight initiatives and be directly involved in category and function wide projects, coaching managers on the execution and ensuring high quality output
  • Develop insight budget for the category aligned to category planning, drive overall function budgeting process ensuring alignment with GSK portfolio strategy
  • Ensure compliance with all GSK policies and SOP

Reporting and Interfaces

  • Reports directly into the VP of Global Consumer Insights
  • Heads a team of insight managers (and analysts)
  • Interfaces with Category VPs and SVPs, R&D leads in the role of Business Partner
  • Interfaces with GSK CH functional heads and ext. parties as necessary (e.g. Analytics, Finance, Marketing, Digital, agencies, vendors, etc.)

Parameters for Success

  • Develop partnership with senior category leadership, establish credibility on insights expertise
  • Establish self as a core member of the category leadership team
  • Shape the business agenda and identify the need for change where necessary
  • Navigate organisation, drive cross functional collaboration in GSK CH
  • Develop own team and grow collective capabilities

KPIs (quantitative and qualitative):

  • Category sales and innovation targets
  • Business satisfaction evaluation
  • Category brands equity index
  • Intellectual capital contribution
  • Insights team engagement
  • Talent development within own team
  • Compliance with budget & GSK policies
  • Global Insights leadership contribution
  • LI-GSK

Contact information:

You may apply for this position online by selecting the Apply now button.

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