Responsibilities

• Lead the development and evolution of our brand understanding. You’ll be responsible for designing and evolving key measurement programmes including brand tracking, brand equity, audience understanding and brand positioning. You’ll manage the relationship with our agency partners, owning the budget and timeline of deliveries, and run quality checks to ensure all deliverables are up to standard. You'll create a clear and compelling view of how consumers perceive Primark across markets and against competitors.
• Drive strategic insight programmes that uncover opportunities for brand growth and differentiation. Drawing on leading brand and behavioural science frameworks, you'll help shape the long-term vision for Brand Insights while exploring innovative approaches to representing the consumer voice across the business
• Collaborate across central and local Brand & Marketing teams to establish opportunities to grow, including establishing measurement models, KPIs, and frameworks by supporting development of Primark’s brand strategy. Through building partnerships, you’ll influence key decisions through actionable insights that represent the consumers.
• Deliver key outcomes in the first 12–18 months, including establishing brand KPIs and frameworks beyond the UK into priority global markets. You’ll develop foundational brand narratives for each market and provide strategic insights that inform decisions across Brand, Strategy, Finance and Customer & Digital teams
• Drive activation of brand strategy through deep consumer understanding, feeding target audience insights, customer segmentation, qualitative/quantitative research, and external thought leadership. You’ll support local market implementation through championing market nuances, and the opportunities these provide.
• Define insights frameworks for brand partnership and license, ensuring that ‘what impact will this have on the consumer’ is at the heart of all decisions. You’ll leverage social listening, primary research, brand personality understanding, and other exploratory methods to define a rationale behind Primark partnerships and license, including a clear position on who is the target customer.
• Develop a holistic view of Primark’s brand health and competitive position, bringing together pre-existing insights, internal data, industry trends, market intelligence, thought leadership, industry networking, and by conducting primary research. Through this, you’ll represent how out target customer is exposed to brands generally, and how Primark fits into their experiences. You’ll continually monitor shifts in consumer attitudes, behaviours and expectations, ensuring the business has an up-to-date understanding of what drives brand salience, consideration and preference.

Requirements

• 5+ years in consumer insights/brand research/market research (ideally retail), strong use of GWI, brand tracking, social listening, qualitative research and synthesising insights; working with Strategy/Finance to translate insight into investment decisions; managing international insights; strong agency management across research, creative and media partners; trained or self‑taught in Marketing Science and theory.
• Strong data structuring, trend interpretation and robustness checking; experienced in qualitative research management with agencies; able to create clear, business‑oriented narratives from complex data; curious about customers/competitors and implications for winning in market; enjoys building and interpreting systems (frameworks, dashboards).
• Excellent storyteller who can present complex information clearly; confident working with Brand, Strategy, Finance, and senior commercial leaders; strong interpersonal and communication skills; high emotional intelligence; able to build persuasive narratives and trusted relationships across all levels of the organisation.
• Collaborative team player across multiple functions and markets; effective partnership builder with international teams and vendors; proven ability to drive business objectives through cross‑functional collaboration; able to hold agencies accountable while fostering strong relationships.
• Highly organised, detail‑oriented, able to prioritise projects and meet deadlines; strong planning and multi‑tasking skills; capable of both deep data interrogation and high‑level synthesis; operates with integrity, diplomacy, tact and professionalism; resilient, proactive and able to work independently.
• Enthusiastic about insights and understanding consumers; driven by uncovering the story behind data; excellent attention to detail; strong narrative builder; trusted, emotionally intelligent, resilient and proactive; effective relationship‑builder with a high standard of professionalism.

Benefits

• Healthcare
• pension
• potential bonus
• 27 days of leave, plus bank holidays and if you want, you can buy 5 more
• Tax Saver Tickets
• fitness centre
• a subsidised cafeteria