Role Description
- Location: Marble Arch, London
- Division: Insight
- Reporting to: Insight Director
At British Land we manage, develop and finance a portfolio of high quality properties. We are a FTSE100 company structured as a Real Estate Investment Trust. Places People Prefer is at the heart of what we do, we create outstanding places that make a positive difference to people’s everyday lives. We are proud of the scale of our portfolio: Nearly 100,000 people live or work in our properties. They are visited around 330 million times each year and over 1,000 different organisations have chosen our properties as their home. We have £18.8bn assets under management of which we own £12.8bn; our portfolio includes UK retail, Central London offices and prime residential. We have a small head office of around 250 people and outsource many aspects of our business; the size of our team encourages increased responsibility and entrepreneurialism.
The company invests significantly in understanding its customers and has created a centralised Insight department to serve the needs of the retail, Office and Residential teams. The Consumer Insight Manager will have access to a significant wealth of customer data:-
- 150,000 shopper surveys completed over the last 3 years.
- Retailer sales data achieved from 90% of multi-let assets.
- 10 million session hits per year on their websites.
- Accurate footfall data from all multi-let assets.
- Understanding local demographics and catchments.
The Role
- The Consumer Insight Manager is one of three Insight Managers created to use market research, internal and external data to generate insights to help decision makers across all parts of the business optimise Asset performance, investment decisions and strategic direction. The team is supported by an Intern.
- The Consumer Insight Manager role specifically focuses on the collation, understanding & communication of consumer data, a major focal point for British Land, contributing to development of the retail & office strategy and BL’s external positioning with investors.
- The Consumer Insight Manager will work with a broad cross-section of the business including the asset management, investment, development, sustainability, strategy, investor relations and offices teams, up to the most senior levels across retail and offices.
- The role will drive an insight culture by promoting the use of research, data, analytics and information to support the wider business in understanding where to play, how to win and how to measure the benefits.
- A key part of the role is to improve the quality, quantity, regularity and consistency of B2C Insight that British Land collects and generates on their retail customers and campus visitors and establish the best and innovative way to visualise for colleagues.
This includes:
Where to play
- Using catchment analysis to understand the development potential for extensions, refits and development projects.
- Using data analytics to help the Retail Asset management team optimise vacancy fulfilment that complements the assets positioning within the catchment and competitive environment.
- Support the Asset Management team in bringing the best retailers, food & beverage & leisure operators on to British Land’s assets via the collation and communication of consumer & retailer data, creating demand tension to achieve higher rents and ultimately increase the value of our assets.
- Utilise exit surveys, online surveys and mystery shopper programme to understand and report a joined up view on customer satisfaction to encourage visits to British Land’s assets vs the competitor set.
How to measure
- Defining and managing the Retail and Offices quantitative research programme, both in-person and online, that will identify insights on the asset catchments, customer behaviour and needs to enable the Asset Management team to optimise performance and bring in the best retailers, food & beverage and leisure operators to in turn deliver Places People Prefer.
- Set up and embed a brand awareness and perceptions tracker across retail and offices.
- Reviewing the different sources of customer data, how they are delivered and defining, in conjunction with the business Insight & Analytics Manager, IT and the Retail Business Development teams, a strategy & platform for the visualisation of our consumer, marketing and trading data.
Overall business
- Build links and relationships with other areas of the business to enable a consistent, efficient and effective approach and usage of research including understanding new provider’s capabilities and new sources of insight including customer segmentations and pen portraits.
- Support Corporate & Investor reporting with applicable analysis and insight provision.
- Accountable for the exit survey management (retail & campus users) in terms of; question set, logistics, stakeholder consultation, analysis, debrief, adhoc requests, and insights visualisation.
- Budget responsibility to manage a supplier network to ensure the contracts for performance monitoring, data provision and marketing intelligence meet the development and asset management team’s objectives.
- Support the development team in understanding asset potential in terms of catchment opportunity, customer profiles, tenant fit and supporting work on residential and office potential.
- Support Relationship Management Executive in the production of collateral for retailer meetings ultimately defining a toolkit to automate the provision of information and insights.
Stakeholders
To accomplish these objectives the Consumer Insight Manager will work with a large number of colleagues.
Within retail:
- Asset Management including the analyst and finance teams.
- Planning & Development.
- Property & Centre Management.
- Business Development (for Marketing B2C, Commercialisation, Customer Insight, Customer Relationship Management & Retailer Events).
Within the wider business:
- Corporate, Office & Residential Marketing.
- Development, including project teams for Canada Water & Broadgate
- Strategy and Investor relations
- Technology.
- Procurement.
- Finance.
Requirements
- Proven strong analytical skills with experience in handling consumer and market data from multiple sources to deliver insight clearly, efficiently and effectively
- Excellent communicator and creative report writer (advanced PowerPoint and infographic creation).
- Ability and experience of managing numerous research agencies /projects at one given time.
- Experience of managing a budget of c. £500k and research agency network.
- Experience of both in-person and online quantitative research across the end to end process of requirements gathering, agency briefing, survey construction and sign-off, report writing and presenting to stakeholders.
- Competent excel ability.
- Proven team player.
- Strong ability to persuade and influence at senior management level.
- Degree qualified in an analytical, marketing, business or geography based subject.
- Research experience of c.5 years in client or consultancy side.
Behavioural Competencies
- Commercial & customer awareness.
- Analytical.
- Multi-tasker.
- Service ethic.
- Stakeholder management.
- Effective Communicator.
- Results Orientated.
- An influencer.
- Team player with an ability to work on their own.
- Self-Motivation / Proactive.
- Professional Integrity.
- Pragmatic.