Consumer Insights Manager - Innovation and Campaign Development (mat cover FTC)

This role is responsible for delivering end-to-end, insight led campaign and innovation enablement, ensuring that consumer, cultural and performance insight is integrated into decision making. The role translates data and research into clear, actionable narratives that shape campaign development, innovation pipelines and brand growth decisions. It plays a critical role in moving insight from validation support to early stage influence, enabling stronger ideas, better execution and measurable business impact. Please note: this is a fixed term contract covering a maternity leave. Key Responsibilities Lead Insight-Led Campaign & Innovation Development • Establish and embed a rigorous insight-led comms and innovation development process across key projects • Design and operationalize early-stage concept exploration approaches • Partner with Innovation, Comms teams and agencies to identify strong territories and develop differentiated concepts • Define and apply end-to-end development funnels • Ensure clear campaign objectives, JTBDs and KPIs are defined upfront and embedded into creative briefs Build Campaign Effectiveness & Learning Systems • Establish a coherent campaign tracking and effectiveness framework • Ensure consistent tracking across brand, media, social, PR and performance signals • Partner with media agencies and internal stakeholders to ensure measurement answers business questions, not just media metrics • Lead post-campaign learning loops, translating results into clear “what worked / why / what next” recommendations • Integrate learning into future briefs, innovation pipelines and investment decisions Translate Demand Spaces into Actionable Growth Opportunities • Support the development of Demand Spaces and opportunity prioritisation frameworks in partnership with analytics/strategy teams • Translate analytical outputs into clear commercial narratives (What → So What → Now What) • Ensure insights are activated into campaign briefs, innovation focus areas and brand prioritisation • Contribute to defining Right to Win logic and growth opportunities across categories and brands Deliver Integrated, Decision Ready Insights • Combine consumer, cultural, behavioural and performance data into cohesive insight frameworks • Provide clear, insight driven POVs on what exploration, refinement and validation are required at each stage of development • Act as a connector across Insights, Innovation, Comms and Agencies, ensuring alignment and flow of learning • Challenge briefs and projects that lack sufficient early-stage learning or clarity of objectives Contribute to Modern Measurement & Insight Capability • Support evolution towards decision driven measurement frameworks, linking consumer insight to business outcomes • Integrate multiple sources (research, tracking, digital signals) into coherent insight narratives • Contribute to building a more forward-looking, insight-led approach to campaign and innovation decisions What does success look like in this role? • Campaigns and innovation projects are consistently shaped by insight from early stages, not just validated at the end • Clear frameworks for campaign development and measurement are embedded and adopted • Stronger, more differentiated ideas are developed through structured exploration • Campaign performance is clearly linked to upfront objectives with actionable learning loops • Demand spaces and insights are actively used to drive prioritisation and decision-making • Strong experience in consumer insight, market research or brand strategy • Proven ability to translate research into clear recommendations and actionable outputs • Experience supporting campaign development, innovation pipelines or comms strategy • Strong understanding of qualitative and quantitative methodologies • Ability to integrate multiple data sources into clear narratives • Effective stakeholder management and collaboration across functions and agencies