Consumer Insights Manager

Campbell Soup Co Norwalk , CT 06850

Posted 2 months ago

Imagine...working for a company that knows that its people are the key to its success in the marketplace. A company in which achieving extraordinary results and having a stimulating work experience are part of the same process.

We cultivate and embrace a diverse employee population. We recognize that people with diverse backgrounds, experiences and perspectives fuel our growth and enrich our global culture.

We are looking for an individual who enjoys working in a fast-paced, team oriented environment, likes to be challenged, and values the opportunity to make a difference.

General Summary:

The Consumer and Customer Insights Manager

  • Kids Snacking is an integral partner to the Pepperidge Farm Goldfish brand team, and leads the generation of consumer and marketplace insights. The Manager, consumer and customer insights will support and guide the consumer and marketplace thinking related to the development of our marketing programs in the marketplace. This person will work closely and collaboratively with cross-functional partners in Marketing, Product Development, and Sales within the Kids Snacking category. The Manager actively enables fact-based decision-making through design and analysis of studies to address key business needs. The candidate will be working on a variety of topics such as: positioning, consumer target identification, packaging, product development, innovation & commercialization and communication. This manager must have the ability to translate insights and implications into actionable business recommendations.

Primary Responsibilities:

  • Be a strategic business partner to the Goldfish Brand Director and Brand Managers - have a seat at the table and translate business issues into questions that can be addressed with output from a wide range of sources to drive business understanding. (25%)

  • Manage the development and implementation of an annual learning plan/budget to guide the strategic and operational needs & decisions of the brand. Estimated budget $1.0 MM. (15%)

  • Lead and direct key brand qualitative and quantitative research studies for the Base Goldfish Brand Team. Be personally responsible for harvesting business-building insights from the plan, integrating it with existing insights, and translating it into robust business principles. (50%)

  • Design, execute, analyze and provide actionable business recommendations from well-tailored from custom studies:

  • Brand positioning & tracking

  • Advertising development and testing

  • Concept and product testing

  • In-market testing (e.g. BScan, Matched-market tests)

  • A&U - category/brand

  • Analyze existing syndicated data (Nielsen and IRI), secondary sources (e.g., Mintel, NPD), and custom research.

  • Provide marketplace understanding to drive and measure marketing effectiveness of key business initiatives focused on future action.

  • Manage vendor relationships to support Marketing research programs. (10%)

Job Complexity:

  • Working with the Sr. Manager / Director CCID, develops and manages a brand research plan/budget for the Annual Operating Plan period that effectively addresses the competing priorities & demands from the extended business team(s)

  • Understands business issues and can translate them into research/analysis plans

  • Effectively communicates with stakeholders to get research/analysis results implemented into business action

  • Apply consumer knowledge estate plus competitive intelligence, etc. and identify, evaluate, and recommend specific opportunities for using each of the marketing levers (brand building, product/package innovation, pricing, competitively effective trade and consumer programming, supported by quality merchandising, etc.) to build the category business.

  • Interacts with Marketing & Cross-functional teams to represent and communicate consumer understanding/insights and brand issues.

  • Builds a reputation as a functional expert and champions functional excellence and engagement.

  • Ability to shift focus and activities quickly in response to changing organizational priorities

  • Plans for and Manages Change Effectively.

Minimum Requirements:

  • Bachelor's degree required. Master's degree preferred

  • Minimum of 5 to 7 years of related experience working in a consumer insights role with manufacturer or consultancy

  • Knowledge of consumer packaged goods industry, with emphasis on food/beverage marketplace dynamics

  • Broad research experience across a wide range of business problems and data sources

The Company is committed to providing equal opportunity for employees and applicants in all aspects of the employment relationship, without regard to race, color, sex, sexual orientation, gender identity, national origin, citizenship, marital status, veteran status, disability, age, religion or any other classification protected by law.

In that regard, U.S. applicants and employees are protected from discrimination based on certain categories protected by Federal law. Click here for additional information.


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Consumer Insights Manager

Campbell Soup Co