Senior Analyst – Brand Insights

Overview

In this Senior Analyst – Brand Insights role, you will shape how Primark is perceived across markets by translating consumer data into actionable brand strategies. You’ll lead brand measurement programmes, collaborate with global and local teams, and partner with agencies to deliver insights that inform branding, strategy, and investments. The position focuses on building a global brand narrative, measuring brand health, and driving growth through consumer understanding. This role offers the chance to influence decisions across Brand, Strategy, Finance and Customer & Digital teams, with a clear impact on Primark’s brand strategy globally.

Pay / Benefits

• healthcare
• pension
• potential bonus
• 27 days of leave plus bank holidays
• buy 5 extra leave days
• Tax Saver Tickets

Responsibilities

• Design and evolve brand measurement programmes (brand tracking, brand equity, audience understanding, brand positioning)
• Manage agency partners, budgets, and timelines, ensuring deliverables meet standards
• Provide actionable insights on consumer perceptions across markets and against competitors
• Shape long-term Brand Insights strategy using brand and behavioural science frameworks
• Collaborate with central and local Brand & Marketing teams to develop KPIs, frameworks, and brand strategy
• Deliver brand KPIs and frameworks beyond the UK into priority global markets in 12–18 months
• Drive activation of brand strategy with target audience insights, segmentation, and primary/qualitative-quantitative research
• Define insights frameworks for brand partnerships and licensing with consumer impact at the core
• Develop holistic view of brand health using internal data, market trends, and primary research
• Monitor shifts in consumer attitudes to keep the business updated on factors driving salience and preference

Key requirements

• 5+ years in consumer insights/brand research/market research (ideally retail)
• Strong experience with GWI, brand tracking, social listening, qualitative research, and synthesising insights
• Experience translating insights into investment decisions and working with Strategy/Finance
• Proven ability to manage international insights and agency relationships
• Strong data structuring, trend interpretation, and narrative-building from complex data
• Excellent storytelling and ability to present to senior stakeholders; strong interpersonal and communication skills
• Collaborative and cross-functional mindset with experience working across international teams
• Highly organised, detail-oriented, with strong planning and multi-tasking skills
• Resilient, proactive, and able to work independently
• Curious about customers and competitors and implications for winning in market
• Ethical, diplomatic, and professional demeanor

• strong storytelling and presentation
• cross-functional collaboration
• emotional intelligence
• GWI
• brand tracking
• social listening

…