Consumer Insights Manager

Munster, IN
Posted On:

Brand Strategy

  • Provide leadership and guidance on consumer insights to the respective functions of Brand Strategy and Integrated Marketing Communications
  • Responsible for identifying the voice of the consumer and implications related to product evaluation for existing products at Land O’Frost
  • Lead the delivery of insights into target consumer (motivation, buying behavior, preferences) to incorporate into brand management strategy and plans
  • Develop annual consumer insights and market research learning plan and operating budget; identify appropriate resources and lead cross-functional and external partners in the execution of a plan
  • Responsible for delivery of timely Consumer Insights business reviews, research updates, and implications presentations to Brand team and LOF Leadership

Innovation

  • Lead the delivery of innovation insights to brand management to inform strategy and plans
  • Responsible for leading all consumer insight activity throughout the innovation stage-gate process, with emphasis on Discovery (white space), opportunity screening (concept testing), product evaluation, and launch opportunity among consumers
  • Identify agile research approaches and agency partners, establishing processes and benchmarks to ensure product success
  • Writes research briefs to ensure strategic alignment among internal and external partners and inspire best in class ideas to deliver business impact
  • Research agency selection, management, output & performance tracking

Integrated Marketing Communications

• Partner with agency planners to identify key target insights to inform communications plans
• Identify and report on relevant consumer behavior to guide consumer shopper path to purchase
• Own the evaluation of consumer communications, including brand health metrics, marketing mix analysis, digital program analysis, and consumer behavior metrics
• Measure the performance of communications initiatives along the omnichannel path to purchase
• Partners with IMC to identify real-time and long-term consumer communications optimizations and lessons learned in a “test and learn” marketing activation environment

Competencies

Core Competencies Broad Business Knowledge, Consumer & Customer Focus, Drive for Results, Organizational Agility, Strategic Focus
Technical Competency(ies) Brand Management, Consumer Insights

Qualifications

Experience 3+ years’ experience in consumer research, brand health tracking, advertising assessment with emphasis on digital advertising

Experience in the design, execution, and analysis of a wide range of both qualitative and quantitative research methods, including but not limited to new product development, consumer segmentation, consumer journey mapping, brand target identification, and positioning
Education Bachelor’s degree required in marketing, business, analytics, or similar field
Certifications
Knowledge Microsoft 365 proficient
Travel Local and or overnight travel is required this percentage of time 25%

The above declarations are not intended to be an all-inclusive list of the duties and responsibilities of the job described, nor are they intended to be such a listing of the skills and abilities required to do the job. Rather, they are intended only to describe the general nature of the job.

If inerested, send resume to:

annette.damron@landofrost.com

APPLICATIONS WITHOUT RESUMES WILL NOT BE ACCEPTED.

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