Senior Market Research Manager

Senior Market Research Manager

Requirements

• Bachelor’s Degree in Business or related field and 7+ years prior CPG consumer insights and analytics experience
• Demonstrated examples of Thought Leadership and ability to leverage consumer insights/research to drive brand plans and business results
• Proven ability in translating data to knowledge to actionable recommendations
• Ability to integrate data from different sources to provide clarity and direction to multi-functional team
• Demonstrated strong knowledge of technical market research skills
• Well-developed analytical, decision-making, influence, communication and presentation skills
• Be motivated by challenges and possess a robust sense of curiosity
• Ability to work independently and complete projects within required timeframes
• Robust experience with foundational consumer insights and analytics studies, methodologies and vendors including Consumer Segmentation, Equity, Purchase Drivers, Pricing & Promotion, Creative testing, Market Mix Modelling, Discrete Choice Model studies, and custom consumer qualitative research
• Demonstrated experience with methodologies including but not limited to: Analytical and quantitative tools for Market Development Models, Concept, claims and product testing, Brand equity, Jobs to be done/demand spaces, Disruptive innovation, Global consumer & category trends, Social listening, Design thinking, Agile learning methodologies, AI applications to insights, Online & offline transactional learning, Digital consumer segmentation, Digital creative testing, Consumer journey activation
• Proven knowledge and use of data access tools (Nielsen Answers Desktop), key data sources (Nielsen Market track, Homescan Panel, etc.), visualization tools (Tableau) and advanced PC based applications (Windows, Word, Excel and PowerPoint)
• Ability to travel 5% of the time

Responsibilities

• Demonstrate a general manager mindset with strong working knowledge of CPG insights and analytics to drive Canadian business growth and decisions
• Be the sought-after partner within and across Market Research & Analytics, Canadian leadership team and brand multi-functional teams
• Proactively identify knowledge gaps in context of current business paradigms to develop and execute brand Learning Plans in partnership with multi-functional teams, and, at times, in partnership with the US and Global teams to identify opportunities that drive growth
• Partner with global Market Research Teams to ensure alignment between Global and North American learning priorities, to create research synergy and remove duplication
• Be the voice of the consumer and develop solutions and recommendations leveraging consumer and analytics data to drive brand priorities, solve business issues and identifying unmet consumer needs
• Build trust across the organization and collaborate to influence teams to leverage consumer insights for optimal decision making
• Leverage intense curiosity to build expertise in the business, the consumer and the market
• Work through conflict, seeking common ground and bringing issue resolution as appropriate. Knowing when to seek out help from management to navigate through competing business priorities
• Act as the subject matter expert on consumer/custom research, leveraging Global best practices and personal expertise to guide the Canadian organization on research approach, methodologies and advancing capabilities and techniques with latest research advancements
• Effectively manage multiple priorities and projects in a complex environment
• Manage the engagement of marketing research projects, including external research suppliers, to ensure the research is executed in an accurate, timely, and cost-efficient manner.

Preferred Qualifications

• Advanced degree in Marketing, Research/Analytics or MBA
• Deep CPG insights and analytics experience in the Canadian Market
• Strong experience with digital, social, CRM, and eCommerce marketing insights and analytics
• Experience across a range of categories
• Direct experience driving innovation from initial concept development through to in-market measure and success
• Experience in brand building (positioning, architecture development), innovation and commercial execution
• Global and/or shopper experience