Sr. Manager Consumer Insights

THE ROLE

The Senior Manager, Consumer insights will establish and advance the consumer insights function at Olipop providing thought leadership, market intelligence and breakthrough insights that lead to business impact. As the voice of the consumer, this individual will create a culture of consumer obsession by building a consumer learning agenda that informs consumer targeting, positioning, creative campaigns, new products and strategic planning. Working individually or in partnership with category insights, the Senior Manager will use foresight, data and insights to drive short-term results and diagnose future opportunities to rapidly expand our presence in the soda category.

 

RESPONSIBILITIES:

• Identify and lead strategic initiatives that support business goals through data and insights, such as creative & packaging testing, marketing mix modeling and innovation opportunity assessment.  
• Manage vendors throughout project execution including design, data collection, analysis, and reporting, translating the “what” into “so what’s” that lead to actionable insights. 
• Work with the broader marketing team and agency partners to ensure consumer insights are brought to life in briefs, creative development and throughout all communications. 
• Lead the design and application of innovation solutions in areas such as attribution, media mix modeling, media spend planning, incrementality and customer lifetime value assessment. 
• Monitor and track progress on KPI’s such as brand health, household penetration, competitive performance and campaign performance.    
• Lead yearly brand situation assessment in partnership with internal and external stakeholders to guide brand strategy and long-range planning. 
• Manage the consumer insights budget using clear criteria to evaluate the business need and impact of projects. 
• Work with business partners to continuously identify and explain business drivers, competitive challenges and forward-looking opportunities for growth. 
• Foster a culture of data-driven decision making within the marketing team, collaborating to align marketing objectives with the data, insights and key metrics to inform optimizations and success. 

 

REQUIREMENTS:

• 7-8 years of market research experience with budget responsibility in a CPG company; beverage experience a plus. 
• Proficiency in syndicated and custom data sets (Numerator, SPINS, Nielsen, IRI, etc.).
• Experience in selecting research vendors, designing research studies and trying new methodologies to expand learning capabilities. 
• Balance of leading qualitative and quantitative research inclusive of budget, timelines and deliverables. 
• Business owner vs researcher mindset with an ability to influence business decision-making. 
• Strong foundation in measuring marketing performance across paid, earned and owned media. 
• Ability to effectively communicate complex data and insights to both technical and non-technical stakeholders, including senior leadership. 
• An entrepreneurial mindset with willingness to challenge the need for learning and have the courage to decide and go where warranted.  

REPORTS TO:

VP of Brand Marketing

 

COMPENSATION:

$130,000-$135,000 base salary + bonus

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Last updated on Aug 12, 2024