Cindy Nel
Senior Market Research Manager
Johannesburg,Roodepoort
Summary
Experienced market research professional with 17 years' expertise in the banking and FMCG industries with a strong background in data analysis, consumer insights, and strategic planning. Skilled in using both qualitative and quantitative research methods to drive actionable business decisions. Known for fostering for fostering team collaboration and delivering impactful results in dynamic environments. Proven track record in project management, effective stakeholder communication, and leveraging market trends to optimize business strategies.
Overview
17
17
years of professional experience
5
5
years of post-secondary education
2
2
Languages
Work History
Senior Market Research Manager
Standard Bank
Rosebank
01.2018 - Current
- Within my role, I direct and manage the development, execution and analysis of market research projects and customer experience insight for the Standard Bank Personal Banking operations.
- Define complex business objectives, select the most appropriate research methodology and techniques and design research plans which allow me to provide value added research insights, recommendations and strategic input.
- Develop questionnaires and surveys, manage fieldwork and data collection processes and compile relevant reports to facilitate the acquisition of insights into customer behavior and competitors.
- Continuously refine the research processes for existing studies through regular evaluation, feedback, and adjustment efforts.
- Streamlining data collection processes, resulting in faster insights and more informed decision making.
- Implementing innovative data visualization techniques for clear communication of complex results.
- Ensuring compliance with industry ethical standards during all stages of the research process.
- Negotiate with suppliers to ensure best prices and terms are achieved.
- Manage project cost, ensuring projects operate within the allocated budget.
- Review the analyses and reports of others, ensuring accuracy, logical consistency and value-add.
- Leading the team, offering mentoring and coaching to build knowledge and skills.
Research Manager, CI (Consumer Insights)
Nielsen
06.2015 - 11.2017
- Planned, coordinated and executed Customer Insight research projects, supervising team members to complete research projects within deadlines
- Tracked project progress and reported to management
- Identified areas of improvement and developed methodologies to meet milestones
- Presented research findings to management
- Monitored and controlled expenses within allotted budget
- Ensured that research deliverables met quality standards and business requirements
- Managed Key Accounts, handling each account from start to finish with focus on building existing relationships and forging new business relationships
- Partnered with clients to understand their businesses, the issues they faced and gain insights derived from the research to help drive actions and decisions
- Managed and mentoring a high-performing team of research executives to ensure the smooth running and delivery of projects
Senior Research Executive, CI (Consumer Insights)
Nielsen
02.2013 - 05.2015
- Managed day-to-day administration and coordination of research and analysis of Customer Insight projects, accurately reporting on assigned projects
- Maintained accurate, up-to-date and insightful client business profiles, assisting in delivering services that met company quality standards
- Coordinated all aspects of project delivery from proposal writing through to tab spec creation, analysis, data request and report design
- Made recommendations for questionnaire content to address client specific issues and reviewed prior studies to identify key issues and ensure consistency
- Brainstormed proposals regarding research design, costs and timing, adding insight to the client presentation
- Conducted presentations that addressed client questions and set a way forward through telling a good story with actionable insights
- Established and managed relationships with clients, handling relevant client communications and general queries
Part-time Lecturer / Navigator
Vega Johannesburg (School of Branding)
02.2013 - 11.2014
- Lectured on REMI (Research & Marketing Intelligence) which required setting up classes and milestones, teaching students about the subject and providing instruction on the application of marketing research
Senior Research Executive, ASI (Advertising Insights)
Ipsos
07.2012 - 01.2013
- Coordinated all aspects of project delivery for Advertising Insights projects
- Made recommendations for questionnaire content to address client specific issues and reviewed prior studies to identify key issues and ensure consistency
- Actively contributed to proposals regarding research design, costs and timing, adding insight to the client presentation
- Conducted presentations that addressed client questions and set a way forward through telling a good story with actionable insights
- Established and managed relationships with clients, handling relevant client communications and general queries
Senior Research Analyst, Client Consulting
Nielsen, BASES
01.2012 - 07.2012
- Provided Client Services and Support through regular correspondences on project-related issues and providing appropriate support materials
- Added insight from project findings, drawing appropriate conclusions and compiling accurate reports that addressed specific project issues and objectives
- Crafted a clear story using appropriate supporting data, drawing and writing logical, well-supported summaries and conclusions from the data
- Conducted internal training and client presentations
- Constructed forecast plan for studies, actively consulting with internal experts and referring to previous files to determine an appropriate analytical approach
- Determined key issues and important questions and drew conclusions about brand or category trends after summarising secondary data
- Prepared the project schedule and served as analytical lead at job start meetings
- Proofread and provided input on content of project materials
- Provided suggestions for questionnaire content to address client or project specific issues
Senior Project Developer
Nielsen, BASES
03.2008 - 01.2012
- Responsible for project execution and management for FMCG and other categories, which included writing proposals, addressing project objectives, managing the timetable, reviewing concept stimuli, developing questionnaires, fielding logistics, data collecting and invoicing
- Coordinated between different teams, countries and studies and ensured smooth and timeous project delivery
- Managed, trained and mentored junior staff
Education
Short Program - Project Management, MS Project
Damelin
South Africa 01.2009 - 12.2009
B.A Honours Degree - Marketing Communication
University of Johannesburg
South Africa 01.2007 - 12.2007
B.A Degree - Marketing Communication
University of Johannesburg
South Africa 01.2004 - 12.2006
Skills
- Market Research
- Consumer Insights
- Client Satisfaction
- Research Methodologies
- Data Analysis
- Effective Team Leadership
- Analytical Problem-Solving
- Optimized Task Management
- Project Management
- Data-Driven Strategic Planning
- Effective Presentations
- Engaging Presentation Skills
Drivers License
Full clean driver’s license
Timeline
Senior Market Research Manager
Standard Bank
01.2018 - Current
Research Manager, CI (Consumer Insights)
Nielsen
06.2015 - 11.2017
Senior Research Executive, CI (Consumer Insights)
Nielsen
02.2013 - 05.2015
Part-time Lecturer / Navigator
Vega Johannesburg (School of Branding)
02.2013 - 11.2014
Senior Research Executive, ASI (Advertising Insights)
Ipsos
07.2012 - 01.2013
Senior Research Analyst, Client Consulting
Nielsen, BASES
01.2012 - 07.2012
Short Program - Project Management, MS Project
Damelin
01.2009 - 12.2009
Senior Project Developer
Nielsen, BASES
03.2008 - 01.2012
B.A Honours Degree - Marketing Communication
University of Johannesburg
01.2007 - 12.2007
B.A Degree - Marketing Communication
University of Johannesburg
01.2004 - 12.2006
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