Brand Insights lead

Description

This role serves to synthesize insights from social listening, competitor benchmarking, and proprietary brand research to guide strategic decision-making. By translating metrics into compelling narratives, you bridge the gap between data science and brand strategy. You will partner with cross-functional teams and external agencies to ensure our brand remains a high-performing asset that drives long-term business growth and market resonance.

Responsibilities

• Manage global brand tracking to monitor key performance indicators such as awareness, consideration, and brand equity across all key markets.
• Collaborate with internal stakeholders and external research partners to ensure high-quality research design and analysis, aligned with broader marketing and business strategies.
• Conduct competitive analysis to benchmark our brand's position against industry peers.
• Identify emerging market trends to anticipate positioning challenges and opportunities.
• Analyse social listening and sentiment analysis, in collaboration with the social media team, to monitor brand perception and proactively identify potential reputation risks.
• Collaborate with internal teams to measure the impact of brand-led initiatives and customer sentiment.
• Synthesize data from multiple sources into actionable insights that inform high-level brand strategy and marketing investment decisions.
• Translate brand insights into compelling narratives for various audiences with actionable insights and strategic recommendations.
• Compile, analyse, and deliver regular reporting on brand health metrics and research findings. Establish reporting cadences and standardised templates for consistent communication.
• Lead the execution of ad-hoc brand research studies to answer specific business questions or validate new creative concepts before launch.
• Manage brand team operations, including budget- and vendor management, working with procurement and finance.
• Continuously develop AI competencies, proactively apply AI tools to enhance role efficiency and effectiveness, and contribute to the strategic adoption of AI within organisational processes.

Key interfaces

• Broader Communications and Marketing teams
• People team
• Business groups
• Agencies

You must have:

• 5+ years of professional experience in brand strategy, marketing research, or marketing analytics, ideally within a global or enterprise-level organization.
• Experience applying brand equity models, performance metrics including NPS, marketing funnel, and brand sentiment.
• Ability to synthesise data from different sources to build a cohesive narrative.
• Strong grasp of statistical analysis and the ability to interpret complex datasets to identify correlations between brand health and business outcomes.
• Expertise in SQL for retrieving and joining raw datasets and advanced Excel (Power Query and Pivot Tables) to clean, restructure, and validate complex data for analysis.
• Proficiency in Python for automating repetitive reporting tasks and performing NLP-based sentiment analysis on open-ended feedback and leveraging AI tools to accelerate hypothesis testing and market modelling.
• Proven ability to translate technical findings into executive-level narratives.
• Proficiency in dashboarding tools such as Tableau, Power BI, or Google Data Studio to translate raw data into visual insights.
• Familiarity with survey tools and panels (e.g., Qualtrics, SurveyMonkey, or Toluna) and digital analytics suites (e.g., Google Analytics or Adobe Analytics).
• Expertise in competitive benchmarking and identifying macro-trends that impact brand perception and category dynamics.
• A collaborative mindset with the ability to build relationships with a diverse stakeholder network.
• A proactive drive to stay ahead of market research trends and emerging data methodologies to keep the organization’s brand measurement robust.
• Outstanding communication and presentation skills.

It would be beneficial if you also had:

• MBA or advanced degree in Marketing, Data science, Business, or a related field.
• Proven record of managing research vendors and ensuring high-quality deliverables within budget.
• Firsthand experience with social intelligence platforms.
• Experience working in a B2B2C or hybrid B2B/B2C environment.
• Multilingual capabilities and/or experience working across multiple geographies and cultures.
• Comfortable in high-pressure, fast-paced environments.

Some of our benefits:

• Flexible and hybrid working schemes
• A minimum of 90 days of Maternity and Paternity Leave, with the option to return to work within a year following the birth or adoption of a child (based on eligibility)
• Life insurance to all employees to provide peace of mind and financial security
• Well-being programs to support your mental and physical health
• Opportunities to join and receive support from Nokia Employee Resource Groups (NERGs)
• Employee Growth Solutions to support your personalized career & skills development
• Diverse pool of Coaches & Mentors to whom you have easy access
• A learning environment which promotes personal growth and professional development – for your role and beyond

Advancing connectivity to secure a brighter world.

Nokia is a global leader in connectivity for the AI era. With expertise across fixed, mobile and transport networks, powered by the innovation of Nokia Bell Labs, we’re advancing connectivity to secure a brighter world.

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Our recruitment process

If you’re interested in this role but don’t meet every listed requirement, we still encourage you to apply. Unique backgrounds, perspectives, and experiences enrich our teams, and you may be just the right candidate for this or another opportunity.

The length of the recruitment process may vary depending on the specific role's requirements. We strive to ensure a smooth and inclusive experience for all candidates. Discover more about the recruitment process at Nokia.