Manager Shopper Insights Market Research
Employment Type: Full-Time
Industry: Advertising/Marketing/Public Relations
We are embarking on an exciting journey of transformation- transforming how we think, how we do things, how we run our business, and how we impact our world. We are rewriting some of the old rules and embracing a fresh way of working as we aspire to reach our maximum potential and achieve our boldest goals.
This position’s role is to use high impact insights to influence and drive strategic and tactical actions to win in the marketplace. The Manager, Shopper Insights will be a strong voice of market intelligence and shopper insights in the organization, with superior skills in employing syndicated data and custom research to build impactful points-of-view.
Leadership & Consulting Serve as the customer and shopper “navigator” by providing thought leadership to Sales and Marketing by providing a holistic view of the shopper (+/-40% of time) Drive initiative on insight generation from syndicated research/market data, (e.g. Nielsen POS, IRI, panel data, shopper loyalty) to help develop stronger understanding of key growth opportunities and what is required to win Help business understand what is happening in the category and marketplace (with retailers/channels), to help them prioritize where their interests lie in understanding the ‘why behind the what’. Nurture the mastery for business knowledge through secondary research, on the same level with stakeholder teams Help curate a new level of analytical expertise on secondary data within the Marketing group. (+/- 60% of time) Drive initiative on insight generation from custom research to help drive more why understanding and evaluate strategies for winning with shopper at key retailer The ‘why’ is understood through the primary, custom research with qualitative and quantitative studies? Frame, Design, Analyze and Present studies Help drive strategies to win at customer by gathering deeper insights on the shopper, customer frame of reference, barriers/enablers along the path to purchase Create shopper and retailer empathy/understanding across the business team by clearly articulating and embedding existing understanding and identifying actionable learning needs Use transparent, strategy-aligned criteria to assess the value of projects to the business. Collaborate across the Market Intelligence function to leverage our scale and increase speed via effectiveness (best practices internally and externally, integrated knowledge) and efficiencies (standardized, consistent across NUSA, optimized cost base). Elevate/redefine medium-value requests and eliminate or outsource low-value requests. Tap people’s natural motivations to share insights with peers and increase the “portability” of insights to enable wider sharing. Performance will be measured on the ability to change thinking, influence decisions and business strategy.
Develop Scalable Insights Effectively communicate and embed learning to increase the impact of insights into action by making them relevant to the business strategy. Add value to knowledge sharing by connecting the dots about the shopper and retailer to show cumulative knowledge. Proactively pursue opportunities for impact by systematically seeking and exploiting opportunities to leverage research/learning on high-value topics unseen or ignored by business partners and use influence to activate those opportunities. Focus on establishing business partners’ decisions and aligning the research agenda to them, then tailor communications of research findings to support upcoming decisions. Develop and consistently review brand learning plan to identify the most impactful areas of learning. Create and communicate insights-based recommendations that provide opportunities to impact the shopper decision in the store and provide value to both NUSA and the customer. Identify the essential “business drivers” by finding the common ground between strategic priorities and the most commonly asked about topics.
Manage projects within approved budget. Provide suppliers with access to all information available to ensure intimacy with NUSA. Leverage strategic assets to create a non-monetary, reciprocally valuable relationship with suppliers, motivating above-and-beyond support and true partnership
Budget & Vendor Management
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