Consumer Insights Manager

Responsibilities

• General

  • Summarizes data, Interprets results from analyses, and prepares study findings and translates findings into actionable insights and learning points for internal partners and management
  • Works together with analytics team in monitoring and reporting results from tracking studies, other syndicated data sources, and primary guest research
  • Integrates findings from multiple studies and sources of research to present a complete picture
  • Applies an understanding and knowledge of consumer, market, and industry trends to work activities
  • Manages resources, tasks, contracts, scope, and budgets for projects
  • Manages vendor partners and research agency relationships

• IBP Process

  • Brand performance analysis
  • Brand growth strategy development
  • Behavioral growth targets development

• Brand Insights

  • Brand equity evaluation
  • Identify Strength and Opportunity Areas

• Content Validation

  • Consult create team on creative brief development
  • Co- lead development of test stimuli
  • Execute ADA validation
  • Develop recos for optimization

• Concept Validation

  • Consult create team on creative concept development

  • Co- lead development of test stimuli

  • Execute concept evaluation / validation

  • Develop recos for optimization

Qualifications

Ideal candidate should have a mix of 3 backgrounds:

• Consumer Insights - to understand how to define certain types of audiences that fit to brand`s targets and how brands work with their generic and specific target audiences (growth targets definition, audience segmentation and prioritization, communication development for specific target audiences etc.)
• Analytical background - to be clear how to work with different types of data / analytical-minded approach and attention to details
• Good leadership skills are required to manage internal stakeholders (leadership team, brand team, media team, insights teams and external data suppliers)and lead development of own team.
• Good communications skills are required to explain complex structures and problems to broad audience of vendors and internal stake holders.