Manager, Consumer Insight, Brand Health & Advertising Tracking

White Plains
Oct 06, 2016
Oct 19, 2016
Employer Type
Direct Employer
Employment Type
Full Time
Job title: Manager, Consumer Insight, Brand Health & Advertising Tracking

Location: New York, NY

Reports to: Senior Director, Consumer Insight

Direct reports: None

Area of responsibility: Overall, this position will be part of a team that creates relevant consumer, marketplace, and brand intelligence, facilitates consumer inspiration and helps brands anticipate future opportunities. This person will understand the consumer and marketplace holistically and spend a majority of his/her time managing the day-to-day requirements and also the actionable output of tracking Brand Health and Advertising.

This individual will work very closely with the Sr Insights Director and brand teams to best leverage both tracking programs and inform the best research plans to provide new, rich consumer insights. Learnings will be used to develop and drive brand strategies and programming. This manager will also serve as consultant on ad hoc business issues e.g., packaging, competitive analysis, link between consumer behaviors and impact on sales etc.

Grade: 20

Key Responsibilities:

Participate as a key contributor to a high performing Consumer and Marketplace Intelligence team, demonstrating one's self as a trustworthy consultant that masters not only the specific functional area, but also delivers unique and relevant insights to build HUSA business, translating CMI's recommendations into measurable actions and results.

* Manage on-going tracking of Brand Health & Communications and directly inform all HUSA brands; including direct day-to-day vendor management, data quality, prioritization of deliverables, monthly/quarterly dashboards, budget

* Provide insight and direction related to the category, brand, consumer/shopper to drive 360 engagement that drives sales, volume and equity including ATL/BTL, Digital, Sponsorship communications and brand activations.

* Distilling data from trackers and other sources into insights and implications for HUSA brands that will help drive brand plans and inform research agendas to answer critical business questions.

* Own ad hoc qualitative and quantitative research, including package redesigns, product testing, communications evaluation, etc as needed.

* Serve as Voice of the Consumer and Marketplace as a partner to Brand, Business Intelligence, Category Management and Sales on cross-functional initiatives

* Proactively identify gaps in fundamental market, consumer and shopper knowledge and determine the best research methods to address them.

* Work to elevate CMI team perceptions through continuous identification of new vendors, methodologies and approaches

* Engage with agency partners in creative development process - represent the voice of the consumer ensuring communications reflect uncovered consumer insights and current category dynamics

Key Competencies:

* Technical Mastery - define and execute the right research and processes to fill knowledge gaps and convert technical knowledge into practical application (including technical skills related to methodology development including survey development, sampling, etc)

* Fuel Insights: provide illumination on how peoples' attitudes drive their behavior and partner with the brand teams to enable insight generation

* Research Innovation: provide new and better ways of conducting research and embed this into HUSA

* Business Problem Solving: Identify, define and answer the right questions to resolve business problems/identify business opportunities effectively and efficiently

* Knowledge Synthesis: Harness and leverage existing knowledge to address existing business issues/opportunities or to surface new ones. Ability to translate learnings into actionable, clear and concise presentations digestible for various audiences

* Cross Collaboration: Ability to work with numerous cross-functional teams including business intelligence, media, innovation

Background / Experiences:

* Bachelor's Degree required (MBA with concentration in market research, psychology, sociology, or marketing a plus). Background in market research preferred.

* A minimum of 4 - 7 years consumer research experience having worked with brand teams and outside partners.

Passion, conviction, collaboration, and ability to manage multiple priorities required.