The primary objective of this role is to provide critical marketing information and analysis for decision making purposes. The Market Analyst (MA) utilizes best practice frameworks and processes and ad-hoc analyses to synthesize market data and works closely with the marketing team to provide clear conclusions and recommendations. The MA is able to effectively estimate demand in certain markets and sub-markets, estimate market growth and identify trends based on key indicators/drivers for use in Marketing Plans and/or Strategic Frameworks. The MA is able to lead comprehensive scenario analysis for Marketing Directors by varying volume, pricing, margin, and market share. They also work with various functions in the company to track and report financial performance for projects that they lead. They maintain effective databases of market intelligence (competitor, customer, Lafarge/internal) and implements effective processes to keep them current and accurate. The MA ensures effective marketing reports are published regularly and analyses the same to identify trends, opportunities and risks.
Customer Focus: Participates in customer feedback processes. Synthesizes information. Assists in identifying areas of improvement.
Market Size & Growth : Estimates total cement, aggregate, ready mix, asphalt and road-building services consumed in defined market(s). Estimates market growth and trends affecting growth. Tracks key market indicators monthly and reports to the market area management team.
Competitors : Works closely with others to maintain a current database of competitor information and an assessment of competitor strengths and weaknesses. Periodically performs extensive competitor profiles.
Customers: maintains a current database of customers (potential and existing)
Construction Activity: Maintains an effective database for tracking large scale construction activity for markets. Consolidates information, analyses and summarizes findings for review.
Systems: Effectively utilizes internal best practice systems (ie. EOne Business Intelligence) and actively engages in opportunities to work with other market areas and business units to improve its effectiveness across North America.
Growth: Assists in analysis of growth opportunities in new and existing markets. Analyses includes estimation of market attractiveness
Relationships with Others Jobs:
- Works closely with Marketing & Segment Directors
- Collaborates with other departments such as Sales, Operations and Finance
Education & Work Experience:
Knowledge & Skills:
- An undergraduate degree in business, mathematics, marketing, or engineering.
- 2+ years of relevant experience is required
- Project Management experience, especially tied to product launches, is an asset
Job-Specific Competency Profile (Lominger):
- Strong problem solving and analytical skills.
- Strong communication and presentation skills.
- Strong computer skills (i.e. excel, access, power-point, mapping software).
- Excellent people skills.
- Disciplined and process-oriented.
- Business Acumen
- Decision Quality
- Intellectual Horsepower
- Problem Solving
- Dealing with Ambiguity
- Action Oriented
- Customer Focus