Johanna Morsink

Detail-oriented market analyst with over 7 years' experience in various industries and departments. Started her career in engineering teams working with consumer requirements and competitor analysis in B2C. Broadened her perspective and started working with market research in marketing and sales teams in B2B. Working in multinational companies, she has developed a natural ability to work in collaborative and multicultural teams and to speak other languages.

Consumer Insights & Research Manager – Imperial Brands (July2023-present)

Regional manager responsible for France Benelux cluster

Management of regional branded consumer and trade/retail research projects with key stakeholders from marketing, trade marketing, brand and category portfolio and sales teams

Liaise with local and global research agencies to determine the best qualitative or quantitative methodologies to use for each project.

Working collaboratively with the Insights and Intelligence teams on the Consumer Tracker tool, an ongoing panel and dashboard.

Regional Market Intelligence Analyst – Novozymes (July2021-June2023)

As a Marketing Analyst in the Household Care Industry, I am fueling business growth of 20% per year by enabling data-based strategy-construction through primary & secondary research and analytics.

• Delivering market trend analysis, consumer behavior insights through surveys (qualitative and quantitative) using the Conjoint.ly platform and user experience panels
• Built dashboards in Excel and Tableau with data from Euromonitor, Mintel, Nielsen, along with some desktop research, to track competitor intelligence, market behavior, market penetration, macroeconomic outlook, trade (import/export) analysis, products claims and white spaces for the main countries in South America
• Doing the opportunity follow-up, in SalesForce CRM, with the Sales teams to keep up with the area's growth plan of +11%/year up to 2025 to reach $100M of revenue
• Organized a successful event for the leading Cleaning Products producers in Latin America, with over 80 participants and a remarkable 95% satisfaction rate. From curating the agenda to liaising and negotiating with stakeholders, were involved in all pivotal aspects of the event's execution.

Supported the development from scratch of the Marketing Intelligence area for the Brazilian subsidiary of the Group that has food packaging and construction brands.

• Delivered a complete database with +1000 products sold in Brazil
• Supported market research analysis by analyzing and interpreting NPS and Customer Journey results and presenting to C-level
• Developed a detailed study of market size and penetration for both the brands of the Group
• Structured corporate dashboards (in Excel and Power BI) and market data analysis to find commercial opportunities and address business issues.

Worked as a competitor analyst in the product development engineering department as a Consultant by TechSolution

• Delivered product analysis and benchmarking through market studies, and consumer research for market understanding and consumer behavior using tools such as IPSOS and IHS
• Supervised reverse engineering projects of 8 products, monitoring deadlines and project process with a team of 6 people that accomplished find +200 best practices for the engineering development teams
• All these studies were presented to the local and global engineering committees and my work was used as benchmarking for the other Renault Group subsidiaries globally.

Consumer Requirements and Competitors Analysis in Product Development engineering team

• Learned how to do consumer survey analysis to understand the customer requirements for a product
• Collaborated with market studies of different countries by supporting field missions, understanding the data collected and developing a complete document on the specifics of each country's market.

Post-Graduation - Big Data and Market Intelligence

BS degree - Mechanical Engineering