Sr. Manager, Consumer Insights - Coffee North America

Description

As the key strategic business partner and consumer insights lead for the Canadian and US coffee business, you will have the opportunity to directly impact growth on iconic brands including Maxwell House, Gevalia, and IHOP.

In this role, you will impact the coffee business strategy, and influence decisions across all areas of the business on both sides of the border.

This role requires a person who can be :

Strategic : Be a key strategic business partner to the marketing team and a key agent for organizational change. Demonstrate understanding of the consumer, research methodologies / techniques, standard processes and experience to drive the business forward

Influential : Influence at all levels of the organization and work seamlessly with cross-functional teams. Engage with senior management and present insights to senior executive leaders.

Impactful : Influence "so-what’s" by making concrete recommendations routed in deep understanding of marketing, business, and consumer.

Robust communication and interpersonal skills collect disparate pieces of data together into a cohesive and compelling story.

An Owner : Independent leader with the ability to get your dig into the details and craft a function against a blank slate without buying pre-packaged solutions or methodologies.

Collaborative : Ability to build and maintain partnerships within agile pods and within functions across the organization.

Flexible : Be flexible and creative to adjust to changing priorities and business challenges. Ability to thrive in ambiguity, while showing strong drive for results and adaptability.

Self-Starter : Ability to demonstrate a high degree of independence, resiliency, leadership / ownership, with limited oversight.

Responsibilities within the team include

Strategic Insight lead across an $800M USD / $1.1B+ (CAD) brand portfolio

Lead key critical initiatives based on business goals, such as Market Landscape, Consumer Targeting & Positioning, Innovation, Renovation and Communication Evaluation.

Develop and lead comprehensive research plans for both existing products and new products from scoping, concept development, screening, optimization, product mentorship, confirmatory testing and post-launch analysis, packaging graphics and structure, advertising testing and etc.

Lead yearly brand situation assessment with research vendors in preparation for brand plans

Craft each brand’s annual marketing plans, including strategy, creative development and optimization

Evaluate sales impact of media campaigns and recommend optimization to improve efficiency, effectiveness and Return on Investment.

Guide product quality and value engineering initiatives by delivering consumer insights, developing action standards / decision criteria

Help develop research Best Practices for the organization

Work with research vendors to provide Best in Class research approaches for agility, speed and breakthrough insights.

Qualifications

Advanced experience in a strategic insights / consumer research role, preferably within CPG

Proficient in various market research techniques, including both qualitative and quantitative methods,

Experience working with both primary and secondary data sources

Expert knowledge of syndicated research tools (e.g. Nielsen, Circana, etc)

Demonstrated experience with agile research tools, methodologies, and applications

Understanding of marketing processes, business planning, marketing strategy

Strong sense of ownership and drive for results

Confidence to adapt to and manage changing priorities

Strong storytelling skills and ability to influence all levels of an organization

Ability to lead multiple projects simultaneously

Excellent communication, organization and presentation skills (written, oral, and across Microsoft Office Suite)

Location(s)

Toronto - Queen's Quay - Headquarters