Head of Customer & Strategy Insight

Booker  •  Equity House, Irthlingborough Road, Wellingborough,  •  Working hours 38  •  Apply by 23-Mar-2026 About the role

Booker Group is recruiting for a Head of Customer & Strategy Insight to lead the organisation’s understanding of customers, markets, and emerging trends. This role transforms data, research, and behavioural insight into clear, actionable strategies that shape decision‑making across Retail, Commercial, Digital, and Operations. They ensure the business stays customer‑led, insight‑driven, and future‑focused.

The successful candidate will be based out of either our Eccles or Wellingborough with the opportunity for hybrid working.

What is in it for you

At Booker, along with being a great place to work and giving you an opportunity to get on in your career, we also offer the following fantastic package of benefits:

• A Booker colleague card with 10% off purchases at Booker and double discount events up to three times a year.
• After 3 months service, a Tesco colleague discount card with 10% increasing to 15% off most purchases at Tesco for a 4 day period after every four-weekly pay day, ie. thirteen times a year. In addition to 10% off at Tesco Cafe and 20% off all F&F purchases.
• 10% off pay monthly & SIM only deals with Tesco Mobile for yourself, along with further great deals through-out the year.
• Up to 30% off car, pet and home insurance at Tesco bank. Terms and conditions apply.
• Free eye test when you spend £50 or more. You can also save 30% when you spend £50 or more on glasses, prescription sunglasses and contact lenses.
• 50% off health checks at Tesco Pharmacy.
• Exclusive access to discounted RAC breakdown cover rates
• An exclusive deals and discounts website saving you money on everyday purchases including a cycle to work scheme.
• After 3 months service, you can join our annual Save As You Earn share scheme which allows you to buy Tesco shares in the future at a discount.
• Retirement savings plan (pension) - save up to 5% and Booker will match your contribution.
• Life Assurance - You are covered for death in service life cover of up to three times annual pay
• Health and Wellbeing support and resources including our 24/7, confidential Employee Assistance Programme and Virtual GP for you and your family.
• A great holiday package

You will be responsible for

Customer Segmentation & Behavioural Insight

• Develop and maintain a robust customer segmentation model that reflects evolving behaviours, needs, and value drivers.
• Partner with Marketing, Retail, Digital, and Product teams to embed segmentation into targeting, proposition design, and customer experience improvements.
• Lead analysis of customer journeys, lifetime value, churn, and behavioural patterns to identify opportunities for growth and retention.
• Ensure segmentation is accessible, understood, and used across the organisation.

 

External Research & Market Intelligence

• Own the external insight agenda, including competitor analysis, market trends, macroeconomic shifts, and emerging consumer behaviours.
• Build relationships with research agencies, industry bodies, and data providers to ensure the business has access to high‑quality intelligence.
• Translate external trends into strategic implications for Retail, Product, and Customer Experience teams.
• Produce regular horizon‑scanning reports to inform long‑term planning.

 

Surveys & Voice‑of‑Stakeholder Programmes       (Supplier, Customer, Colleague & Product)

• Design and oversee a comprehensive survey programme that captures the voice of customers, suppliers, colleagues, and product users.
• Ensure surveys are methodologically sound, representative, and aligned to strategic priorities.
• Lead analysis and reporting of survey results, identifying key themes, risks, and opportunities.
• Work with functional leaders to ensure insights drive measurable improvements.
•  ️ Listening Groups & Qualitative Insight
• Lead the design and facilitation of listening groups, focus groups, and in‑store/online ethnographic research.
• Ensure qualitative insight complements quantitative data to provide a rounded understanding of customer and colleague sentiment.
• Build frameworks for capturing and synthesising feedback from frontline teams and retail colleagues.
• Champion a culture of listening across the organisation.

 

Insight Sharing & Retail Engagement

• Create compelling insight narratives tailored for Retail leadership, store teams, and cross‑functional partners.
• Develop regular insight packs, dashboards, and storytelling sessions that bring customer and market insight to life.
• Ensure Retail teams have timely, relevant insight to support operational decisions, proposition changes, and customer experience improvements.
• Act as the organisation’s ambassador for customer‑centric thinking.

 

• Unlocking high performance and capability, coaching managers on how to effectively manage performance, creating environments where our teams are able to deliver our core purpose and delight our customers.
• Proactively managing succession planning and early career development, delivering a strong talent pipeline to meet current and future needs ensuring Booker is a place to get on.
• Using technology to collaborate on shared accountabilities, leading the way into a digital workplace to improve ways of working.
• Taking care for the health and safety of yourself and others who may be affected by your actions and being responsible for ensuring all our operations are free from hazards and reported when identified  
• Following our Business Code of Conduct and always acting with integrity and due diligence
• Champion inclusion and diversity to enaure everyoen feels welcome at Booker.

 

You will need

• Strong analytical capability with experience in segmentation, survey design, and qualitative research..
• Ability to translate complex data into clear, actionable insight.
• Strong stakeholder management and influencing skills.
• Proven experience in customer insight, market research, or strategy roles, ideally within retail or consumer‑facing sectors.
• Strong analytical capability with experience in segmentation, survey design, and qualitative research.
• Experience leading teams and managing external agencies.
• Desirable
• Experience with advanced analytics tools (e.g., SQL, Python, Power BI, Tableau).
• Background in behavioural science or customer experience design.
• Experience leading managing and developing teams and managing cross‑functional projects.
• Knowledge of Convenience Retail, Catering, food‑to‑go, or hospitality sectors.

About us

Booker is the UK's leading food & drink wholesaler. We are privileged to serve independent retailers, caterers and small businesses, from locations across the country.  We operate over 190 cash and carry branches, eight distribution centres, five Best Food Logistics sites, as well as six support centre locations across the UK.

Diversity, equity and inclusion (DE&I) at Booker means that whoever you are and whatever your background, we always want you to feel represented and that you can be yourself at work. In short, we’re a place where Everyone’s Welcome.

We know life looks a little different for each of us. That’s why at Booker and Best, we always welcome conversations about flexible working. Some people are at the start of their careers, some want the freedom to do the things they love. Others are going through life-changing moments like becoming a carer, nearing retirement, adapting to parenthood, or something else. So, talk to us throughout your application about how we may be able to support you.

We’re proud that Booker is a Disability Confident Committed employer and we’re committed to providing a fully inclusive and accessible recruitment process. For further information on the accessibility support you can expect, please contact recruitment@bookergroup.com  

Please note

We can only accept candidates over the age of 18 if the role requires working before 6:15 am or after 9:45 pm or involves working in areas such as the warehouse, beers, wines & spirits, and driving roles.

On the occasions where we have high volumes of applicants, some roles may close earlier than the advertised end date in order for us to manage all of the applicants appropriately. We will only be able to offer individual feedback to those candidates who attend an interview.

*Booker Group is part of Tesco plc, however, is operated separately from the core Tesco business and as such the benefits offered will be different from those offered at Tesco*

For more information about us please visit www.bookergroupjobs.co.uk