Consumer Insights Analyst

Summary

• The Consumer Insights Analyst will be responsible for identifying the best methods to understand brand performance, consumer sentiment, needs and behaviors in food and specifically Seafood across the Americas. This role will be part of the Trade and Consumer Insights Marketing unit to work in a consultative manner across all aspects of Seafood Category, Mowi business portfolio to deliver sophisticated ad hoc research and synthesize a wide array of data and insights to support decision making on brand, sales, product and channels of distribution strategic opportunities and challenges.

• Reporting to the Trade and Channel Marketing Manager, the Analyst is responsible for performing analytics and helping the team shape insights for communicating to Senior Executives on brand performance and brand driving topics. As the key analytic resource on a wide variety of high-profile projects, the Analyst prepares the data that drives decision-making at the highest levels of The MOWI Company. This role will also think beyond Brand and will focus in Category Development through multiple food categories, channels of distribution (retail models like Brick and Mortar, E-commerce, Catalog, Food Service, among others).

• This role will be part of a small unit tasked to advise on the complexity of consumer behavior, market conditions, mappings, and other needs. It will leverage technology, research partner platforms and self-managed research protocols with advanced analytics, cross industry data, field observations, data pulling from retail POS, and beyond. This role is expected to go beyond data to apply insights, ignite innovation, meet consumer demand, and outpace the competition.

• The Consumer Insights Analyst supports the Seafood Category efforts to gain a deeper understanding of how our targeted populations, prospects and members think and feel about our brand, products, and services. This position kick start marketing insights support by improving quality surveys, brand scores, member retention, competitive positioning, and voice of customer.

• This position will maintain close relationships with the Brand, Product, Marketing, and Sales teams to improve their ROI through enhanced understanding.

Responsibilities

• To plan, coordinate, and report on business intelligence and data science functions for the Marketing, Branding and Product department.

• Administer and create monthly, quarterly, or yearly insights reports leveraging consumer data solutions. (Circana, Nielsen, survey panel platforms and more)

• Manage and coordinate production and delivery of business intelligence in the form of dashboards and reports to senior management. Direct large-scale analytic projects to improve Brand positioning, Category Product Development, Sales Presentations and E-commerce growth.

• Develop and maintain data and analytics roadmap for the department and investigate and leverage innovative technologies in data engineering, visualization, and analytics to improve the ability to transform data into insight.

• Serve as subject matter expert regarding consumer insights protocols.

• Onboard sales team and other key staff members with Consumer Insights reports and findings to better equipped them for sales meetings, leadership calls, marketing planning or others.

• Deliver Insightful Presentations that use a combination of visuals, vide reels, charts, and actionable comments.

• Manage the relationship with research and insights service providers.

• Maintain the central research and consumer insights folder of Mowi CP of Americas up to date.

• Support ad hoc primary research/consumer insight projects to evaluate and understand brand health, brand sentiment and involvement in collaboration with partners, stakeholders, business units, and global markets.

• Conduct analysis to answer key business questions from Executive Leadership; ensure optimization and integration of consumer insights into brand strategies.

• Synthesize detailed yet succinct POV for initiatives that span across the Mowi Brands and Business segments by leveraging cross segments data sources and consumer insights.

• Develop business insights regarding the client's needs. Studies specific to customers. Proactively relate consumer insights to category/industry trends to identify and quantify client business opportunities.

• Conduct prospect behavior analyses.

• Capture Voice of Customer information to improve positioning, acquisition, and experience.

• Evaluate and refine ad concepts and marketing materials.

• Evaluate critical member communications (quality claims, upcoming packaging change, ingredients preference, product concepts) that impact the product experience prior to full commercialization and implementation.

• Track key demographics and attitudes over time.

• Support Quality Surveys to help quality and product team achieve top scores that drive customer satisfaction, quality recognition, sentiment and deliver to promise.

• Find Brand insights and tracking information to help Brand Management deliver on our brand principles.

• Collaborate with internal colleagues and external vendors to analyze research findings and results, including integration of themes and findings from different studies and data sources.

Qualifications and Skills

• 2 to 5 years of experience coordinating and analyzing consumer information to produce insights that positively drive business results.

• Quantitative and qualitative data analysis skills.

• Experience in diverse areas of insights such as Research, Voice of Customer, Data Analytics, Competitive Intelligence, Surveys, Syndicated Data, and other digital platform research models.

• Successful experience working with a broad cross section of business professionals.

• Experience with syndicated data tools such as GWI, Circana, Fancensus, and / or Nielsen.

• Experience with survey creator tools such as Toluna QuickStart or Survey Monkey.

• Experience generating well formulated ad hoc presentations that take on various research documents and telling an insights / research story. Ability to strategize, formulate and create good presentations of insights matter.

• Strong analytical skills and problem-solving abilities; curiosity tenacity, and drive.

• Ability to generate/support creative ideas and effectively sell those ideas.

• Aptitude to synthesize data and develop meaningful conclusions/insights from several data sources.

• Understanding how consumer data can be used to identify business-building opportunities for clients, brands, and products.

• Experience and practical application of utilizing longitudinal panel data is highly preferred.

• Strong organizational and project management skills.

• Growing presentation skills working toward comfort presenting to large groups and senior audiences with coaching.

• Experience in Consumer-Packaged Goods.

• Preferable, but not necessary, to have experience in food and / or foodservice industry.

• Strong oral and written communication skills.

• Proficient in PowerPoint/Excel/Word Documents.

• Knowledgeable in Syndicated Data platforms: Circana, Nielsen and Insights Service Platform: Euro Monitor.

• A plus, if experienced with US retail platforms like Retail Link.

• Experience with platforms for retail product implementations like: Syndigo and World1Sync.

Education:

• Bachelor's Degree in Marketing or Business Administration required; a combination of education and/or experience in lieu of degree.

All requirements and skills are considered to be essential, unless otherwise indicated.

Mowi is an Equal Opportunity Employer

The above job description is not an all-encompassing list of duties and responsibilities required of the employee for this job. Duties and responsibilities may change without notice.

Mowi is a Drugfree Workplace.

Mowi does not accept recruiting agency resumes. Please do not forward resumes to our jobs alias, Mowi employees or any other company location. Mowi is not responsible for any fees related to unsolicited resumes

Mowi ASA is the world's leading seafood company and the largest producer of Atlantic salmon. As the first global seafood company with an end-to-end supply chain, Mowi brings supreme quality salmon and other seafood products to consumers around the world. Mowi is also ranked the most sustainable animal protein producer in the world by Coller FAIRR. With headquarters in Bergen, Norway, Mowi employs 11,500 people in 26 countries worldwide, and is listed on the Oslo Stock Exchange with a market capitalisation of EUR 9 billion and total assets of EUR 8.2 billion.