Consumer Insights Lead

Job Title

Consumer Insights Lead

Commercial - International Category Development

Head Office, St Vincent Plaza, St Vincent Street, Glasgow

5

Full Time / Permanent - 35 hours per week, Monday to Thursday 8:30am - 5:00pm, Friday 8:30am - 1:30pm.

International Category Controller

5pm, Friday 20th February 2025. Where we receive high numbers of applications we may close vacancies early. If you think this is the right opportunity for you please don't delay in applying!

Born in Glasgow, made in Scotland and enjoyed around the world. Whyte and Mackay is home to a collection of multi-award-winning global whisky brands led by The Dalmore, Fettercairn, Jura and Tamnavulin. Our mission is to be a driving force in whisky, renowned for building brands that stand-out. Enabled by our brilliant community of 750 colleagues, reaching across 17 countries and counting.

We're led by our values, continuing to grow and invest and looking for great talent to join our brilliant community. Ready to hear more?

The Consumer Insights Lead is responsible for championing the voice of the consumer across Whyte & Mackay’s portfolio, ensuring that consumer, category, and shopper understanding directly shapes brand strategy, innovation performance, and commercial decision-making. Operating at the intersection of marketing, category, data, and commercial functions, the role integrates global and local insights to fuel business growth.

• Lead end-to-end planning, commissioning, and delivery of global insight studies across consumer and cultural nuances.
• Translate insight into strategic frameworks supporting brand positioning, portfolio architecture and long-range planning.
• Build strong understanding of premium and luxury whisky consumers, mapping motivations, barriers, occasions, and cultural shifts.
• Provide insight leadership for NPI development, pack architecture, equity refresh, and brand restage initiatives.
• Support creative and campaign development with testing, evaluation and premiumisation insight frameworks.
• Support development of a best-in-class insights function in collaboration with Category Insights Lead.
• Partner with Digital, D2C, and Data teams to incorporate digital behaviour and AI-supported analytics.

For this role we're looking for:

• 5+ years in insights/category ideally spirits/wines;
  Scotch experience preferred but not essential. Insight leadership experience in FMCG, drinks, luxury, or adjacent categories
• Experience shaping marketing or category strategy using consumer understanding.
• Strong background in multi-market research leadership.
• Excellent prompting skills utilised across a number of AI driven tools (Copilot preferred but not essential).

We believe that everyone has the potential for growth in our roles! You may feel you don't tick every box for this role, but if you believe you have relevant experiences that could help you succeed we'd much rather you apply rather than rule yourself out based on any self-limiting beliefs!

We offer a competitive salary, bonus package, life assurance, competitive pension, excellent product allowance, 35 days annual leave, plus enhanced family friendly policies. Our Rewards & Benefits page has further information.

If you like what you’ve read and want to explore this opportunity further, please apply before the closing date listed at the top of the advert.

Our team read each and every application, therefore you'll hear back from us in due course.

Candidate guidance on the use of AI in the application and screening process can be found on our career site.

Should you require any adjustments to our recruitment process to help you be at your best then please contact us at  and we'll do what we can to support.