At P&G, our mantra is the “Consumer is Boss”. CMK’s unique responsibility to champion the voice of the consumer and be on the forefront of market trends, makes CMK managers critical leaders on multi-functional business teams. Our core work is the integration of consumer, shopper, and market understanding to catalyze business growth across all of our brands. From global strategy to local market execution, CMK managers shape the direction of our businesses by:

  • Growing leadership brands
  • Guiding strategy development and portfolio choices
  • Optimizing our initiatives, brands, and brand portfolios
  • Driving retail advantage

CMK is a consumer understanding powerhouse that is unparalleled in the industry for designing and leveraging proprietary tools and methodologies that fuel business growth and lead breakthrough innovation.

Consumer & Market Knowledge in Australia & New Zealand

P&G, Procter & Gamble Consumer & Market Knowledge, CMK

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Rachael’s story 
University of NSW – graduated in 2005

The Consumer & Market Knowledge (CMK) department is considered the ‘voice of the world’s consumers and shoppers’. It’s my role to identify innovative opportunities for brands, creating new initiatives to ensure that competitive edge. My insights and market knowledge allow me to predict business outcomes – across both developed and developing markets. I’m responsible for skincare and batteries, as well as assisting with the Woolworths account.

Consumer & Market Knowledge focuses on identifying and developing innovative opportunities for established brands, introducing new initiatives and predicting business outcomes. Typically you join CMK as an Associate Manager, enjoying immediate responsibility by working with different business units around the world. You’ll be supported, coached and encouraged in all areas, helping you to reach your potential and realise your business ideas. A variety of possible assignments result in an ever-changing career. You could be part of a business team, or become one of CMK’s top researchers, investigating new techniques and methodologies. 

The people I work with are fantastic, and the work is both exciting and really challenging. I’m supported and encouraged to present my ideas to senior management, before seeing them come to life in the marketplace. From day one I’ve enjoyed huge responsibility, along with extensive best in-class training. P&G has helped me to map out the right career path – I know what I have to do to progress, and how to achieve this. It’s great to have such an open, communicative culture.

Developing you as a leader

A critical part of CMK’s role is to remain an independent and objective voice for the rest of the company so that we:

  • Focus the business on the biggest opportunities and ensure investments are in line with these opportunities
  • Assess that the quality of communication with consumers and shoppers to ensure that the communication is optimal for business growth

CMK as a function is responsible for leading, influencing and driving action on key business decisions via our consumer and shopper knowledge. In your role in CMK you are given the opportunity to develop essential leadership skills that will allow your work to have the biggest impact within P&G

  • Influence strategy behind superior understanding of the customers, channels, consumers and markets to create competitive advantage
  • Work with and lead relevant stakeholders to turn recommendations to action

Training you to be an expert

Within your first 2 years, CMK’s key priority is providing you with opportunities to learn and develop. In addition to comprehensive on-the-job learning, CMK offers world class training starting with an Asia-wide new hire college to ensure you learn the fundamentals skills necessary to be successful. Training colleges are held ongoing throughout your career to provide continual development and support.

In addition, there are numerous training courses held throughout the year offered as part of our corporate training program. These are globally designed courses that cover areas like leadership, presentation and business writing skills and people management to name a few. You will also have the opportunity to undertake self-paced training with access to our online learning system.

P&G, Procter & Gamble enjoy work and use your degree

Have you ever been curious about why people buy as they do? Why they like certain brands and advertisements more than others?

Then CMK is for you!

You’ll join as an Associate CMK Manager working closely with and supporting either a brand group (e.g. Pantene, Gillette) or a customer team (e.g. Woolworths, Coles) or undertaking special projects. From day 1, you’ll be given ownership to identify strategic opportunities and answer key business questions across brands and customers.A successful CMKer combines the savvy of a consultant, the insight of a marketing strategist and the expertise of a project analyst.

We want you to leverage the great skills you have developed throughout your degree. In CMK, we want to leverage your ability to:

  • Think analytically about data to make strategic and timely decisions
  • Use your undying curiosity to understand why things are the way they are
  • Recognise trends, patterns and changes to develop clear hypothesis, insights or new ideas

Your career prospects

The start of your career in CMK will be about developing your skills for identifying trends and leading the business through powerful insights. To do this you will be exposed to both brands and retail customer experiences. Opportunities for overseas assignments, such as in our Asia regional head office in Singapore, are encouraged to broaden your career. 

As a CMKer you will be provided with a constantly challenging work environment and a number of different and diverse projects, to help develop and build your capabilities so that you can excel.