Senior Analyst - Brand Insights

Because we strive to put people first.

Culture, our way.

What’s a career at Primark all about? The positive impact you’re making, the experiences you’re having and the people you’re with. You’re our inspiration. Embrace what sets you apart, own your career and develop in ways you never expected. Leave your mark. And do it your way.

We are a growing team within Primark, integrating insights to drive performance and support strategic goals through insight‑led decision making. As Senior Analyst – Brand Insights, you’ll play a pivotal role in representing the consumer; you’ll uncover the various drivers of brand choice, helping the business build a global brand. Reporting to the Brand & Consumer Insights Manager, this role will turn diverse data points into actionable recommendations that strengthen how consumers perceive and engage with our brand across markets.

In your role, you’ll collaborate with different people across a range of skillsets. Here’s a flavour of your day‑to‑day:

• 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…