Category Insights Manager

What You’ll Do as Category Insights Manager:

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

• Lead category performance measurement, designing KPI frameworks, scorecards and reporting solutions that create a single trusted view of performance across Womenswear, Menswear, Kidswear, Home and Health & Beauty, aligning Buying, Merchandising, Design, Brand and Marketing teams around shared objectives.
• Integrate consumer insights with market intelligence, combining sales data, syndicated sources (e.g. Worldpanel, GlobalData, GWI, Edited, WGSN) and primary research to identify where Primark is winning, losing and where future category growth opportunities exist.
• Design and lead category deep-dives, developing research programmes that uncover who category shoppers are, how they buy, what influences their decisions, and how Primark can better meet their needs through product, pricing and proposition development.
• Partner with Buying, Merchandising and Design teams to translate customer and market understanding into category strategies, range planning decisions, seasonal trade priorities and targeted growth initiatives.
• Provide the customer lens on product ranges and collections, evaluating category propositions, quality, fit, style and key product attributes to inform future design, buying and merchandising decisions.
• Develop strategic category narratives, turning complex datasets into clear, actionable stories that highlight growth opportunities, competitive threats, performance drivers and recommendations on how Primark can win with customers.
• Build category opportunity roadmaps, identifying insight gaps, prioritising future research programmes and establishing a scalable approach for category-led growth strategies across markets.
• Act as the strategic insight partner for Category leaders, responding to ad hoc business questions, synthesising evidence across multiple data sources and ensuring decisions are grounded in robust customer and market understanding.
• Champion technology, automation and best practices, working with Data, Technology and external partners to improve reporting efficiencies, automate insight delivery and enhance the use of AI-enabled analytics across the Insights function.
• Coach and develop insight capability, establishing measurement standards, improving analytical rigour and supporting the development of analysts to transform data into clear business recommendations.

Skills and Experience Required

Here are some of the experiences and skills you’ll need for the role:

• 5–10 years’ experience in Consumer Insights, Market Research, Customer Analytics or Category Insights, ideally within retail, fashion, ecommerce or FMCG environments.
• Strong experience combining syndicated market data (e.g. Kantar/Worldpanel, GlobalData, GWI, Nielsen) with primary consumer research to drive strategic decision-making.
• Proven ability to design measurement frameworks, KPIs and reporting solutions that support category growth and commercial performance.
• Demonstrated success partnering with Buying, Merchandising, Marketing or Category Management teams to influence strategy and execution.
• Strong quantitative and qualitative research expertise, with the ability to identify meaningful commercial implications from multiple data sources.
• Excellent storytelling and presentation skills, capable of translating complex findings into simple, compelling business narratives.
• Confident engaging senior stakeholders and challenging assumptions through evidence-based recommendations.
• Strong project management and agency management experience, with the ability to lead multiple workstreams simultaneously.
• Advanced Excel and dashboarding capabilities, with an interest in automation, AI-enabled analytics and emerging insight technologies.
• Passion for understanding customers, competitors and market trends, ideally with experience in fashion, beauty or broader retail categories.
• Previous people management or coaching experience is advantageous.

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. Let’s talk lifestyle.

Let’s talk lifestyle: Healthcare, pension, and potential bonus. 27 days of leave, plus bank holidays and if you want, you can buy 5 more. Because Primark is all about tailoring to you, we offer Tax Saver Tickets, fitness centre, and a subsidised cafeteria.

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