Senior Manager Insights & Analytics - Growing CPG

  • Negotiable
  • United States Virgin Island
  • Consumer Packaged Goods

On behalf of one of the fastest growing companies in its industry, passionate about making a difference, we are appointing a Senior Manager to take full responsibility for consumer insights and analytics.

Reporting directly into the CMO and a key member of the marketing leadership team the Consumer Insights & Analytics Senior Manager will develop and own the marketing insights.

Leading CPG Organisation

Senior Manager Consumer Insights & Analytics

North Central US Based

You and your team will be responsible for:

  • Extract actionable insights on the category and market from syndicated data (Nielson, Rakuten, IRI, etc.)
  • Lead bespoke qualitative and quantitative studies on a range of consumer/shopper insight projects to inform our brand, innovation, and sales strategies.

The Role:

  • Develop and own the Marketing Insights Learning Agenda for the company, prioritizing requests from multiple groups by mapping all back to brand and business strategy.
  • Lead the relationship with the company's research partners, ensuring the company is well represented and extracting the right level of value from them.
  • Manage syndicated insights partner through the following:
  • Ensuring data extracted is accurate and comprehensive.
  • Analyze data to extract insight on category and competitive.
  • Organize and present data from multiple sources that measure different routes to market in cohesive and digestible reporting.
  • Design, execute, and lead qualitative and quantitative primary market research (e.g., focus groups, in-home ethnographies, shopalongs, surveys, etc.). This includes vendor-led and DIY research (i.e., in-house survey design and programming, and analysis/reporting using various internal research tools and software). These projects include, but are not limited to:
  • Category management and assortment optimization - insight to inform SKU rationalization, assortment optimization for retailer cohorts, brand growth strategy, etc.
  • Attitude and Usage studies.
  • Concept testing for marketing communications and innovation.
  • Analyze business performance across multiple channels using syndicated data, extract relevant trends and insights, and publish monthly
  • Lead and manage bi-annual Brand Health Study and reflect progress of key indicators in the marketing Dashboard.
  • Develop data driven narratives to help drive sales considering varying market and competitive dynamics.
  • Develop innovation selling stories to help the sales team secure incremental shelf space and distribution.
  • Identify, develop, and distribute industry intelligence and knowledge to ensure cross functional teams are informed given it is a quickly evolving category.
  • Stay abreast of sociocultural trends and macroeconomic impacts to business to add color to primary research and inform business strategies.

The Person:

  • Bachelor's Degree in business, Sales, Marketing or other related field.
  • 8+ years of directly relevant experience (e.g., conducting market research, consumer insights for retailer, management consulting)
  • 4+ years of Category Management/Syndicated data experience within a CPG company.
  • Expertise in quantitative and qualitative research methods-including data analyses, statistical analyses (e.g., regression analysis), more complicated survey methods, cross-tabbing, sample design, fieldwork management
  • Familiarity with the Category Management process, and strong knowledge of syndicated and panel data (IRI, Nielsen, etc.).
  • Strong analytical skills and demonstrated ability to translate insights into actionable business recommendations that deliver positive results
  • Excellent verbal and written presentation skills, with the ability to analyze and understand the data and then effectively communicate those insights to both internal and external audiences
  • Ability to react quickly and complete tasks in a timely manner to meet deadlines
  • Ability to work in cross-functional teams, self-motivated and team oriented
  • Ability to think both analytically and creatively-balance left and right brain-people person as well as data person
  • Excellent communication and storytelling abilities with proven track record of influencing business decisions/strategies
  • Confidence in designing and managing your own projects with oversight only as necessary; able to "live in the gray" and deal with ambiguity

Susan Stanton Principal Consultant - Consumer Sales
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