Consumer Insights Manager

Consumer Insights Manager

Location: New Delhi 

Team: NPD/Growth 

Experience: 3 to 6 years in D2C/Consumer Brands

About the Role

At Antinorm, great products are built on a deep understanding of the consumer. This role will own the consumer insights function, translating behavior, feedback, and market signals into sharp, actionable inputs for product, brand, and growth decisions.

You will work closely with the founding team across NPD, positioning, and strategy, and play a central role in shaping how the brand understands and serves its consumers.

What You Will Own

1. Consumer Insights Engine

• Build a structured understanding of consumer motivations, needs, and pain points
• Track purchase drivers, barriers, and post-purchase satisfaction
• Synthesize signals from multiple sources into clear, decision-ready insights

2. Consumer Behaviour, Cohort Understanding and Retention

• Analyze customer behavior across the full lifecycle: first purchase, repeat, and advocacy
• Identify patterns that drive retention, product adoption, and category entry
• Build cohort-level frameworks that inform both product and growth decisions
• Own CRM strategy and execution: manage lifecycle journeys across email, WhatsApp, and push notifications
• Map retention triggers and drop-off points, and build automated flows that move consumers from trial to loyalty
• Work with growth and brand to ensure CRM communication is insight-led, not just campaign-driven

3. NPD and Product Insights

• Partner with the NPD team to inform new product development
• Prioritize features and improvements based on consumer evidence
• Shape product-market fit by ensuring all product decisions are rooted in consumer understanding

4. Competitor and Category Intelligence

• Track and analyze competitive positioning, product offerings, and consumer perception across brands
• Conduct ongoing category and industry research to surface emerging trends
• Identify whitespace opportunities and inform category strategy

5. Strategic Inputs for Growth and Brand

• Provide insights that sharpen messaging, positioning, and conversion strategy
• Contribute to brand narrative and storytelling grounded in consumer reality
• Ensure alignment between consumer expectations and how the brand shows up across touchpoints

Core Responsibilities

• Be the voice of the consumer internally: drive industry research, trend tracking, and consumer behavior analysis
• Conceptualize and support development of innovative personal care and consumer products backed by insights
• Define and execute consumer insight-gathering processes including qual and quant research, feedback loops, and cohort analysis
• Drive end-to-end new product launches: from concept and consumer validation through to GTM execution
• Develop product mix strategies spanning pricing, packaging, SKU architecture, and COGS inputs
• Collaborate with Research and Formulation teams to drive product development projects
• Build and institutionalize core marketing capabilities around consumer insights, data analytics, and strategic planning
• Contribute to channel GTM planning, communication development, and budgeting in coordination with growth and brand teams

Who This Role Is For

You have 3-6 years of experience in:

• Consumer insights, strategy, growth, or product roles
• D2C brands, consumer goods companies, or management consulting

You are:

• Deeply curious about consumer behavior and what drives decision-making
• Able to connect data, observation, and intuition into a coherent point of view
• Structured in thinking and clear in communication, able to translate complexity into action
• Comfortable working in ambiguity and building functions from scratch
• High-ownership, business-oriented, and invested in outcomes not just outputs

Skills and Capabilities

• Strong analytical thinking with the ability to identify patterns and draw actionable conclusions
• Qualitative and quantitative research capabilities: survey design, consumer interviews, data analysis
• Ability to synthesize complex information into clear, structured insights and recommendations
• Cross-functional collaboration: comfortable working with NPD, brand, growth, and founder-level stakeholders
• Familiarity with product development lifecycle processes, from concept through launch

Why This Role Matters

Antinorm is building for consumers who want better, not just different. In a category often driven by habit and misinformation, deep consumer understanding is our sharpest competitive edge.

This role is not a support function. It is a strategic one. The person in this seat will directly shape what we build, how we position it, and who we build it for.