Senior Analyst - Brand Insights

Primark Stores Limited; Reading; On-site; GBP 65,000 - 90,000; Full time

Benefits offered by this job

Healthcare

Pension

Bonus

27 days annual leave

Bank holidays

Tax Saver Tickets

Gym access

Cafeteria subsidy

Job summary

Primark is seeking a Senior Analyst – Brand Insights to turn diverse datapoints into actionable recommendations across markets. You will lead brand measurement programmes, including tracking and equity, work with agency partners, and shape long-term brand strategy with cross-functional teams.

You'll collaborate with Brand, Strategy, Finance, and Customer & Digital teams to deliver insights that inform decisions, extend into international markets, and support market-specific narratives.

Qualifications

• 5+ years in consumer insights/brand research/market research (ideally retail).
• Strong use of GWI, brand tracking, social listening, qualitative research and synthesising insights.
• Working with Strategy/Finance to translate insight into investment decisions.
• Managing international insights; strong agency management across research, creative and media partners.
• Trained or self-taught in Marketing Science and theory.

Responsibilities

• Lead the development and evolution of our brand understanding and measurement programmes.
• Drive strategic insight programmes to identify opportunities for growth and differentiation.
• Collaborate to establish measurement models, KPIs, and brand frameworks across markets.
• Deliver outcomes in the first 12–18 months, expanding brand KPIs beyond the UK into global markets.
• Drive activation of brand strategy through consumer insights and market nuances.
• Define insights frameworks for brand partnerships and licenses with a consumer-first lens.
• Develop a holistic view of brand health and competitive position across markets.

Skills

Consumer insights

Brand research

Market research

GWI

Brand tracking

Social listening

Qualitative research

Agency management

Marketing Science

Data storytelling

Cross-functional collaboration

Tools

GWI

Job description

Because we strive to put people first.

Culture, our way.

Insights at Primark

What’s a career at Primark all about? The positive impact you’re making, the experiences you’re having and the people you’re with. You’re our inspiration. Embrace what sets you apart, own your career and develop in ways you never expected. Leave your mark. And do it your way.

We are a growing team within Primark, integrating insights to drive performance and support strategic goals through insight‑led decision making. As Senior Analyst – Brand Insights, you’ll play a pivotal role in representing the consumer; you’ll uncover the various drivers of brand choice, helping the business build a global brand. Reporting to the Brand & Consumer Insights Manager, this role will turn diverse datapoints into actionable recommendations that strengthen how consumers perceive and engage with our brand across markets.

What You’ll Do as a Senior Analyst – Brand Insights

In your role, you’ll collaborate with different people across a range of skillsets. Here’s a flavour of your day‑to‑day:

• Lead the development and evolution of our brand understanding. You’ll be responsible for designing and evolving key measurement programmes including brand tracking, brand equity, audience understanding and brand positioning. You’ll manage the relationship with our agency partners, owning the budget and timeline of deliveries, and run quality checks to ensure all deliverables are up to standard. You'll create a clear and compelling view of how consumers perceive Primark across markets and against competitors.
• Drive strategic insight programmes that uncover opportunities for brand growth and differentiation. Drawing on leading brand and behavioural science frameworks, you'll help shape the long‑term vision for Brand Insights while exploring innovative approaches to representing the consumer voice across the business
• Collaborate across central and local Brand & Marketing teams to establish opportunities to grow, including establishing measurement models, KPIs, and frameworks by supporting development of Primark’s brand strategy. Through building partnerships, you’ll influence key decisions through actionable insights that represent the consumers.
• Deliver key outcomes in the first 12–18 months, including establishing brand KPIs and frameworks beyond the UK into priority global markets. You’ll develop foundational brand narratives for each market and provide strategic insights that inform decisions across Brand, Strategy, Finance and Customer & Digital teams
• Drive activation of brand strategy through deep consumer understanding, feeding target audience insights, customer segmentation, qualitative/quantitative research, and external thought leadership. You’ll support local market implementation through championing market nuances, and the opportunities these provide.
• Define insights frameworks for brand partnership and license, ensuring that ‘what impact will this have on the consumer’ is at the heart of all decisions. You’ll leverage social listening, primary research, brand personality understanding, and other exploratory methods to define a rationale behind Primark partnerships and license, including a clear position on who is the target customer.
• Develop a holistic view of Primark’s brand health and competitive position, bringing together pre‑existing insights, internal data, industry trends, market intelligence, thought leadership, industry networking, and by conducting primary research. Through this, you’ll represent how out target customer is exposed to brands generally, and how Primark fits into their experiences. You’ll continually monitor shifts in consumer attitudes, behaviours and expectations, ensuring the business has an up‑to‑date understanding of what drives brand salience, consideration and preference.

What You’ll Bring

We want every person in our organisation to feel like they’re making a key contribution. Here are some of the experiences and skills you’ll need for the role:

• 5+ years in consumer insights/brand research/market research (ideally retail), strong use of GWI, brand tracking, social listening, qualitative research and synthesising insights; working with Strategy/Finance to translate insight into investment decisions; managing international insights; strong agency management across research, creative and media partners; trained or self‑taught in Marketing Science and theory.
• Strong data structuring, trend interpretation and robustness checking; experienced in qualitative research management with agencies; able to create clear, business‑oriented narratives from complex data; curious about customers/competitors and implications for winning in market; enjoys building and interpreting systems (frameworks, dashboards).
• Excellent storyteller who can present complex information clearly; confident working with Brand, Strategy, Finance, and senior commercial leaders; strong interpersonal and communication skills; high emotional intelligence; able to build persuasive narratives and trusted relationships across all levels of the organisation.
• Collaborative team player across multiple functions and markets; effective partnership builder with international teams and vendors; proven ability to drive business objectives through cross‑functional collaboration; able to hold agencies accountable while fostering strong relationships.
• Highly organised, detail‑oriented, able to prioritise projects and meet deadlines; strong planning and multi‑tasking skills; capable of both deep data interrogation and high‑level synthesis; operates with integrity, diplomacy, tact and professionalism; resilient, proactive and able to work independently.
• Enthusiastic about insights and understanding consumers; driven by uncovering the story behind data; excellent attention to detail; strong narrative builder; trusted, emotionally intelligent, resilient and proactive; effective relationship‑builder with a high standard of professionalism.

What You’ll Get

People are at the heart of what we do here, so it’s essential we provide you with the right environment to perform at your very best.

• Healthcare, pension, and potential bonus.
• 27 days of leave, plus bank holidays and if you want, you can buy 5 more.
• Tax Saver Tickets, fitness centre, and a subsidised cafeteria.

About Primark

At Primark, people matter. They’re the beating heart of our business and the reason we’ve grown from our first store in Dublin in 1969 to a £9bn+ turnover business and over 80,000 colleagues and over 440 stores in 17 countries today. Our values run through everything we do. In essence, we’re Caring and always strive to put people first. We’re also Dynamic, bravely pushing the boundaries to stay ahead. And finally, we succeed Together.

If you need any reasonable adjustments or have an accessibility request, during your recruitment journey, such as extended time or breaks between online assessments, a sign language interpreter, mobility access, or assistive technology please contact your talent acquisition specialist.

Our fashion isn’t one‑size‑fits‑all and neither is our culture. Primark promotes equal employment opportunity, we strive to create an inclusive workplace where people can be themselves, access opportunities and thrive together.