OTC/CPG company is looking to add a strong Consumer Insights professional to their team. They need someone with corporate CPG experience. This role needs a researcher who has deep research methodology experience with exposure and interest in using the latest research techniques. Basic research experience needed will be concept and product testing, BASES volumetric forecasting, social and consumer listening. 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 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.
Responsibilities:
Oversee the development and execution of consumer and market research studies, including new package initiatives, 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.
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.
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.
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.
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.
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.
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.
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.
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.
Requirements:
5+ years of experience in consumer insights, brand management, or a related role, ideally within a CPG/OTC environment.
BS/BA degree required, preferably in Marketing, Psychology, Business, or a related field.
MBA or equivalent is preferred.
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.
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.
Must possess a solid understanding of brand strategy, consumer behavior, and market dynamics.
Strong planning, execution, and strategic management abilities, including the ability to prioritize and focus on long-term goals while managing short-term objectives.
Experience in contributing to P&L management through insights that drive marketing and brand performance.
