Marketing Insight

MARKETING INSIGHT
What our department looks like

Expertly run by our Marketing Manager, the Insight Department is comprised of a Senior Analyst and a Market Research Coordinator, supported by Researchers. As our Graduate, you’ll start the programme at Researcher level and will works towards Market Research Coordinator level.

Exactly what you’ll be doing

You’ll be able to learn all the different, exciting and challenging elements that make up an Insight Marketing career with Wilko. Working at the heart of our Marketing department, you’ll gain exposure to Insight and interact with a number of departments across the business which relies on customer and market insight to make critical business decisions. The role sits within a broad marketing team which includes PR, advertising, charity, and internal and external communications and so you will gain an understanding of various roles within the team

At first, you’ll work within the wider team on recommendations for significant calendar events such as Christmas/January Sales/ Easter/ Back to School and Category Launches. This will involve meeting with external agencies to gather information on the market and understanding our customer views together with looking at trends and products. Working with the Buying, Planning and Multi Channel departments to discuss how customer and marketing data can inform their strategies will be key.

We will give you the opportunity to develop key skills which include:

  • Performing market research within our stores. This will involve a combination of carrying out research yourself, liaising with agencies to perform bigger pieces of market research and finally collating and interpreting information using spreadsheets, graphs and charts to present your findings back to key business stakeholders.
  • Competitor mapping, which involves going into competitors’ stores, looking at their trends/product ranges/pricing hierarchies then relaying this information back and feeding it into the relevant workstreams.
  • An understanding of the agencies that we use to give us insight on macro market trends which support the businesses strategy development.

You’ll be part of the review process to understand the impact and relevance of events which have landed in our stores and work with the marketing planning function to develop customer oriented recommendations for the future.

You’ll have constant reviews of your performance and will be set challenging targets. And, at the end of the scheme if you’ve performed successfully, you’ll have secured a permanent position with Wilko.

The skills you’ll need to succeed

A Graduate in any subject, you’ll need the analytical skills to interpret data and easily explain it to others, together with a natural ability to build relationships and influence others. After all, a big part of your role will be making recommendations to managers following the research you’ve done.

With a thorough understanding of excel, you’ll be confident with good presenting skills and the ability to communicate with people of all levels. A degree in Marketing, Business or Psychology would be an added bonus.

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