What the role decides / recommends
Recommends priority cultural questions and areas of exploration based on business, brand and category needs.
Aligns priorities with Consumer & Shopper Insights Head and Marketing leadership; works within agreed business and learning priorities.
Cultural Trends & Foresight
Identifies and interprets emerging cultural, societal and behavioral shifts and recommends implications for brands and categories.
Connects cultural signals with consumer, shopper and market evidence; advances material strategic implications to senior leadership.
Brand & Innovation Implications
Recommends how cultural insights should inform brand positioning, innovation, communication and consumer engagement.
Partners with Brand, Innovation and Insights teams; strategic brand choices remain with relevant brand/category leadership.
Research & External Partners
Defines project briefs and handles cultural research, foresight and specialist partners for assigned initiatives.
Operates within approved methodologies, agency frameworks, budgets and procurement standards.
Business Planning Contribution
Provides cultural perspectives and recommendations into relevant brand, category and long-term planning processes.
Works with Consumer & Shopper Insights and Marketing leadership to integrate cultural intelligence with broader business evidence.
Cultural Intelligence Capability
Supports tools, frameworks and learning initiatives that strengthen cultural intelligence across Marketing and relevant cross-functional teams.
Aligns capability priorities with senior Insights leadership and leverages regional/global methodologies where applicable.
Functional & Leadership Responsibilities
· Monitor and interpret cultural, societal and behavioral shifts to identify implications and growth opportunities for brands and categories.
· Translate complex cultural signals into clear, actionable narratives and recommendations for brand strategy, innovation and consumer engagement.
· Lead cultural insight and foresight projects that address priority business questions and strengthen future-facing decision-making.
· Connect cultural intelligence with consumer, shopper, category and market evidence to build a comprehensive view of emerging opportunities and risks.
· Partner with Brand, Innovation, Consumer & Shopper Insights and other teams to embed cultural relevance into plans and initiatives.
· Manage external cultural research, trends and foresight partners, ensuring high-quality and actionable outputs.
· Support cultural intelligence capability building by sharing frameworks, perspectives and emerging signals across the organization.
· Establish a PR strategy (rooted in culture) for the brand.
Key Outputs / Deliverables
· Cultural Trends & Foresight Narrative.
· Cultural Opportunity and Implication Analyses for priority brands/categories.
· Cultural Insight inputs to brand, innovation and planning processes.
· PR + cultural strategy.
· Cultural Research / Learning Plans and partner briefs.
· Emerging Signals, Trends and Cultural Tensions updates.
· Cultural Intelligence capability materials and learning sessions.
Consumer & Shopper Insights Head Align cultural insight priorities, methodologies and strategic business implications.
Brand & Category Teams Translate cultural shifts and tensions into implications for brand strategy, positioning and growth.
Innovation Teams Identify emerging needs, behaviors and cultural opportunities that can inform innovation pipelines and concepts.
Consumer & Shopper Insights Teams Integrate cultural intelligence with consumer, shopper and market understanding.
Commercial / Customer Teams Provide relevant cultural and behavioral context to strengthen channel and customer understanding where applicable.
Media / Connections / Creative Teams Inform culturally relevant communication, content and consumer connection opportunities.
Regional / Global Insights Teams Leverage regional/global cultural intelligence, foresight methodologies and scale opportunities.
External Research / Cultural Partners Brief, manage and challenge specialist partners to deliver high-quality cultural intelligence and foresight.