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    sr. consumer insights manager - New York, United States - RPMGlobal

    RPMGlobal
    RPMGlobal New York, United States

    1 week ago

    Default job background
    Description
    Ken Grossman started Sierra Nevada in 1980 with a hand-built brewhouse and the odds stacked against him.

    That passion forever changed the course of American craft brewing and launched a beer revolution that's in full force today.

    Turns out, good beer can do a lot of good, and Sierra Nevada became a cornerstone for both its innovation and its care for the Earth and its people.

    We're committed to advancing a culture of inclusion and believe diversity in all its forms makes us stronger. We keep pushing boundaries, whether that's in the brewhouse, with sustainability, or in the great outdoors.
    Get to Know This Role
    The Sr.

    Manager of Consumer Insights is a highly impactful role that will be responsible for using all the resources at their disposal to bring the voice of the consumer into business decisions and translate that into commercial strategy.

    This role will partner closely with brand management, sales, brewing and other cross-functional stakeholders to provide a holistic approach to actioning consumer insights and commercial opportunities allowing us deliver products to market that serve a specific customer need.

    They will be responsible for building a holistic and strategic understanding of consumer attitudes, need states, behaviors, brand perceptions and opportunities.

    They will have access to a range of sources and research methodologies, including quantitative and qualitative approaches and custom research to help a consumer insights team function as the consumer expert providing influence and guidance to senior management on strategy, projects and programs.

    Reporting to the Director, Insights & Innovation, this role supports stakeholder teams by delivering actionable recommendations to drive growth through deep understanding of consumers and shoppers (including segmentations/targeting, consumer need states and occasions, purchase motivators including channel missions and trip types, and interaction with adjacent categories and brands).

    They will work very closely with our Consumer Research Project Lead and Innovation Marketing Manager to mine insights from both qualitative and quantitative sources that will result in new commercial opportunities, line extensions of current brands, packaging innovation and insight-driven retail activations executed by the trade marketing team.

    This role will lead consumer & shopper research, including defining, designing, and executing testing in collaboration with internal and external partners and be responsible for translating data and information into actionable, impactful insights.

    This position requires a blend of analytics, curiosity, marketing chops, financial savvy and strategic vision and will lead a team of dedicated consumer professionals including an insights manager and an analyst.

    What's In It For You
    We're committed to our employees and work hard to prove it. For starters, we're offering $108,107 to $162,160 base compensation for this role. Individual offers are based on skills, experience, and qualifications. This role may be eligible for our bonus program – inquire with our Talent Acquisition Partner for additional details.

    But base pay is just the beginning.

    We support your future by offering a generous 10% company match on 401(k) contributions, providing learning and development opportunities, and fostering your safety at work with ongoing trainings, state-of-the-art equipment, and preventative care.

    We offer medical, dental, and vision insurance, an onsite medical clinic, as well as mental health and well-being benefits including paid sick leave.

    We foster a culture of work-life balance and always encourage employees to use and enjoy their paid time off.
    What You Will Do
    Provides strategic and tactical leadership over consumer insights, ensuring that we are intimately knowledgeable about the target drinker.
    Ensures that the innovation roadmap for each brand and brand/product strategies are supported by insights and analytics

    Works with the Consumer Research Product Lead to design consumer & shopper market research; ensuring accurate implementation, managing internal/external partners, interpreting data and providing cohesive solutions to complex business and marketing issues.

    Identifies knowledge gaps and develops annual Insight & Research learning plan.
    Understands key business priorities and drivers, tests hypotheses, and delivers actionable insights, or proposes new areas for investigation.

    Provides regular overviews of major CPG trends and continuous updates on the mega trends like health and wellness, premiumization, etc.

    that can help inform the team on where consumer is moving and what impacts that will have on our business.

    Integrates primary consumer and shopper research with insights from other sources of information (e.g. beer style and product guidance, consumer affairs, sales and marketing analysis, syndicated research) to provide compelling and influential stories using data.
    Owns insights process and informs innovation brewing with priority consumer platforms and need state details
    Please Apply if You Have

    Bachelor's Degree plus 7 years of marketing or marketing research and data analysis experience reflecting increasing levels of responsibility required or
    Master's Degree plus 5 years of marketing research and data analysis experience reflecting increasing levels of responsibility
    3 years management or supervisory experience required
    Marketing, Sales, consumer/product understanding, or new product development experience required
    Alcohol-beverage or consumer packaged good industry experience preferred
    Experience informing go-to-market strategy for new products required
    Extensive background in understanding ways to pull, process and interpret market scan data including IRI market scans, consumer panel data as well as internal company depletions/shipments to build tools that will identify market opportunities around trends, segment opportunities and growth areas; Experience utilizing both qualitative and quantitative data sets
    Strong familiarity with Retailer-CPG collaboration processes and category management
    Extensive knowledge of and experience in consumer insights and analytics to leverage effective decision-making and strategy development
    Strong data manipulation skills in Excel, Power BI

    Ability to leverage all market data including Source of Volume, Brand Interaction Analysis, Switching Reports, Consumer Demographics, Basket Cart Analysis, Switching, Point of Entry, Consumer Decision Trees etc.

    via platforms leveraging Retailer loyalty data
    Excellent organizational skills with an ability to work independently as well as in a team environment and be flexible to changes
    Ability to simplify complex situations and focus on value and effectiveness
    Ability to work and succeed in dynamic entrepreneurial environment
    Experience designing, overseeing and analyzing custom and syndicated research from start to finish.
    Strong facilitation and presentation skills.
    Additional Requirements to Consider Before Applying


    You must be at least 21 years of age to perform the duties of this position for Sierra Nevada Brewing Co.

    Selected candidate must pass a pre-employment, post offer background check.
    Before applying for this role, please review the full job description, including the physical demands and working environment:


    Applications will be accepted until 11:59pm Eastern Time on 05/13/2024
    Sierra Nevada Brewing Co. is an Equal Opportunity Employer

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