Job Title: Consumer Insights Manager, USA
Reporting To: Head of Consumer Insights & Analytics (dotted line to Head of US Marketing)
Location: This is a hybrid role with offices in Cary, NC or Bridgewater, NJ. Candidates located in these markets are preferred, but we are open to a fully remote candidate with occasional travel required.
FLSA Status: Exempt
Job Purpose: The Consumer Insights Manager is responsible for leading the development and execution of consumer insights strategies that support both short- and long-term brand objectives. This includes leveraging consumer data and market intelligence to influence brand strategies, innovation, and communications. The ideal candidate will have strong analytical abilities, a passion for understanding consumer behavior, and a strategic mindset to integrate insights into actionable plans. Success in this role requires a keen understanding of consumer needs, the ability to translate data into strategy, and the skill to drive brand growth by aligning consumer insights with business goals.
Key Responsibilities
- Lead Consumer Research Initiatives: Oversee the development and execution of consumer and market research studies, including new package initiative, ensuring alignment with brand objectives. Manage both qualitative and quantitative studies to gather consumer insights and market trends that inform brand strategies and decision-making.
- Translate Insights into Actionable Strategy: Analyze consumer behavior, segmentation, and trends to derive actionable insights. Work closely with cross-functional teams to incorporate insights into brand development, marketing communications, and innovation pipelines.
- Drive Brand Strategy with Consumer Understanding: Use consumer insights to inform and refine brand positioning, messaging, and go-to-market strategies. Ensure that all brand initiatives align with consumer needs, preferences, and behaviors.
- Support Product Development and Innovation: Partner with product development teams to identify new opportunities and validate product concepts through consumer testing and insights. Support the launch of new products with consumer-centric insights to optimize success in the market.
- Manage Brand Health and Tracking: Develop and oversee brand health tracking programs to monitor key performance indicators such as consumer loyalty, brand awareness, and perception. Use insights to recommend adjustments to brand strategies to improve overall brand health.
- Collaborate with Internal and External Partners: Work cross-functionally with marketing, sales, R&D, and external agencies to ensure consumer insights are integrated into all aspects of brand planning and activation. Manage external agencies to deliver quality work on agreed timelines and budget.
- P&L Contribution through Insights: Contribute to the brand's P&L management by identifying opportunities to optimize marketing investment based on consumer insights. Help drive revenue and profitability by aligning brand strategies with consumer preferences and needs.
- Brand Stewardship: Ensure that all brand activities reflect the core values and equity of the brand, maintaining a consistent and compelling brand experience across all consumer touchpoints.
- Stakeholder Engagement: Act as the primary point of contact for consumer insights within the USA organization, providing regular updates to leadership and influencing key business decisions based on consumer research findings.
Required Qualifications
- BS/BA degree required, preferably in Marketing, Psychology, Business, or a related field.
- MBA or equivalent is preferred.
- 5+ years of experience in consumer insights, brand management, or a related role, ideally within a CPG/OTC environment.
- Key Competencies:
- Strong communication and presentation skills to convey complex insights in a clear, actionable manner.
- Experience in leading cross-functional teams and managing external research agencies.
- Strong problem-solving skills, with the ability to translate data into strategic business solutions.
- Ability to balance strategic thinking with tactical execution, driving results from consumer insights.
- Ability to work in a fast-paced, dynamic environment with a focus on results and innovation.
- Financial and Analytical Acumen:
- Experience with data analysis, with the ability to assess and manage consumer insight budgets.
- Strong ability to interpret research data and transform insights into brand strategy and growth opportunities.
- Marketing Fundamentals: Must possess a solid understanding of brand strategy, consumer behavior, and market dynamics.
- Strategic Management: Strong planning, execution, and strategic management abilities, including the ability to prioritize and focus on long-term goals while managing short-term objectives.
- P&L Awareness: Experience in contributing to P&L management through insights that drive marketing and brand performance.
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