Role Purpose:
The Senior Manager, Consumer Insights serves as a strategic partner to cross-functional teams by delivering deep consumer understanding that informs brand strategy, innovation, and growth initiatives. This role is responsible for synthesizing consumer, shopper, and category insights into compelling, actionable narratives that shape portfolio strategy and enterprise decision-making.
Acting as a consumer insights leader, this role collaborates closely with Marketing, Innovation, Sales, and Category Management to uncover unmet needs, identify growth opportunities, and influence long-term strategy. Success in this role requires strong expertise in consumer research methodologies, syndicated data, and the ability to translate insight into clear business actions.
Essential Duties and Responsibilities:
- Lead consumer insights efforts across brands and categories, serving as the voice of the consumer and shopper.
- Lead ongoing brand health measurement and partner with marketing to diagnose performance and identify growth opportunities
- Partner with Marketing, Innovation, Sales, and Category teams to inform brand strategy, innovation pipelines, and go-to-market plans.
- Leverage multiple data sources (consumer research, syndicated data, panels, shopper card, loyalty, etc.) to uncover insights, identify trends, and quantify opportunities.
- Manage key external research partners, ensuring effective collaboration, budget management, and delivery of high-quality insights.
- Design, interpret, and synthesize qualitative and quantitative research to understand consumer behaviors, needs, attitudes, and decision drivers.
- Translate complex data into clear, compelling insights and recommendations that influence strategic and tactical decisions.
- Inform innovation, renovation, and portfolio strategy by identifying white space opportunities and unmet consumer needs.
- Monitor consumer, shopper, and marketplace dynamics to proactively identify risks and growth opportunities.
- Develop fact-based narratives and storytelling that bring the consumer to life and align with brand and business objectives.
- Act as a thought leader in consumer insights, elevating the function’s impact and credibility across the organization.
- Contribute to best practice sharing, process improvement, and capability building within the Insights team.