Summary
The Senior Manager, Consumer Insights is a strategic leader within North America Marketing responsible for driving consumer understanding and insight-led decision-making. This role leads research initiatives across channels, partners with cross-functional teams, and translates data into actionable strategies to enhance brand engagement and measure marketing impact.
Responsibilities
- Lead and evolve consumer and customer research initiatives focused on North America.
- Collaborate with Brand Marketing, Media, Digital, Social, and Global CMI to define research priorities.
- Own and manage insights projects including campaign measurement, digital marketing, social listening, and copy testing.
- Design, manage, and analyze research such as brand tracking, customer surveys, syndicated studies, and social listening.
- Provide consumer perspective during long range and annual business planning.
- Transform complex data into compelling narratives and strategic recommendations.
- Track competitive strategies, macro environment, and consumer sentiment to inform insights.
- Deliver findings in visually engaging, actionable formats for diverse audiences.
- Manage relationships with third-party research vendors and platforms.
Requirements
- 6+ years in Consumer Insights, Market Research, or related discipline.
- Deep expertise in quantitative research methodologies and best practices.
- Experience with qualitative research and consumer behavior analysis.
- Background in communications research and advertising effectiveness.
- Familiarity with social listening tools and syndicated research providers such as Nielsen and Kantar.
- Proficiency in statistical analysis and data interpretation.
- Exceptional written, verbal, and visual communication skills.
- Proven ability to manage multiple projects and vendors in a matrixed environment.
- Strong interpersonal skills and ability to influence cross-functional teams.
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