7100 Corporate Drive
Plano, TX 75023

Director, Consumer and Market Intelligence

Description:

Build up a data and research driven consumer insights and market intelligence capability to inform the US brand strategy. Lead a team to develop a holistic view of consumer behaviors / preferences, feedback, and market and competitor trends and insights to identify future opportunities. Support innovation of the brand through marketing and food.
  • Lead the organization's consumer and market learning agenda across several teams, including Food Innovation, Promotional Calendar Strategy, and Advertising/Brand
  • Elevate the brand's understanding of the customer and market opportunities in partnership with other teams (e.g., customer segmentation alongside Pricing, category/occasion/channel/segment opportunities and product innovation with FIT)
  • Leverage in-depth customer, market, and competitor knowledge and insights to influence decisions guiding the brand's strategic direction in partnership with the Senior Director of Brand Strategy
  • Infuse consumer-centricity into every aspect of the organization and provide consumer-driven thought leadership to cross-functional teams on key initiatives
  • Guide consumer, market, and competitive intelligence analysis and research, lead the team in synthesis of ongoing work into actionable insights, and communicate findings and recommendations to leaders across the organization
    • Ensure effective execution field research through workshops, interviews, focus groups, and usability surveys and transform insights into strategic initiatives
    • Direct team to supplement insights through secondary research sources like research reports, vendor management, competitive analysis, third-party business metrics and analytics
    • Review and provide input toward market and competitor analysis, driving team members to produce digestible findings and actionable insights to effectively communicate
    • Map out communication and engagement plan for the broader organization, then manage the team to build corresponding dashboards and craft materials
    • Communicate findings with marketing, strategy and transformation, and to the overall US leadership
    • Empower team members to disseminate insights with counterparts across teams
  • Guide team to partner with Food Innovation, including evaluation of early-stage new products/product improvements, leading concept research, and gathering consumer feedback
  • Own relationships, scope, and budget for third-party vendors and sources
  • Work to build-up team members', and the overall marketing function's, analytical capability in an effort to support existing function needs, elevate the function's ability to drive long-term growth, and support consumer or market-oriented analytics for mission efforts
  • Manage and develop consumer insights and market intelligence team members

Knowledge and Skills Required:
  • Bachelor's degree in business or related field
  • MBA or Masters in Analytics or similar field preferred
  • 8+ years progressive experience in Market Research and/or Consumer Insights department in CPG, Retail, QSR, a similar industry or Market Research Vendor; experience with strategy preferred
  • Strong quantitative and analytical capability
  • Experience working with large data sets and associated analytics tools/techniques (SQL, Alteryx, Python, R, SAS, etc.)
  • Experience across a variety of research methodologies (A&U, segmentation, brand tracking, pricing, customer satisfaction, concept testing, focus groups, shopper research, etc.) and data sources
  • Proven experience leading and managing end-to-end research: designing research plans, synthesizing findings/insights, presenting, etc.
  • Strong ability to impact change through actionable storytelling, digestible consumer findings, and identifying the "so what" behind the data
  • Proven leadership skills and the ability to positively influence others to promote change and achieve enterprise objectives
  • Strong organization building skills, including team building and establishing cross-functional relationships, with ability to build skills in direct reports, and to motivate and manage team members
  • Excellent communication and presentation skills (oral and written) and an ability to develop relationships at the executive level

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