MANAGER, INSIGHTS SHOPPER EXPERIENCE
The Shopper Insights Manager will have the responsibility for leading the Tissue division in understanding the category shopper and retailer shopper landscape, with an acute focus on pinpointing the barriers and triggers which drive shopper behaviour online and in store. The manager will develop an insights-first learning agenda, informed by the needs of the sales and marketing stakeholders. The role will be the research and insights resource supporting the sales and category & shopper development teams. The role will curate and interpret insights to help shape channel strategies, category leadership plans, strategic account plans, and customer engagements. Key capabilities will include business question refinement, custom research management, data and research synthesis, insight generation, insight packaging, and persuasive storytelling skills. A successful manager is highly collaborative, working with key stakeholders across sales, CSD, and marketing with a sense of urgency to deliver results on time and on budget.
Insight Generation and Storytelling
Develop and deliver insights, implications, and opportunities in macro trends, market forces, and the 5Ps through the lens of the shopper, trip types, and channels.
Guide brand planning and strategic account plans (SAP) through path to loyalty, engagement funnel, and other sources
Evaluate brand health and brand equity for our customer brands and the competition
Customize and manage the integrated Path to Loyalty journey maps
Develop retailer-specific shopper profiles and toolkits
Present and train on shopper insights, as required
Custom Research and Analysis
Determine research objectives and identify appropriate research methodologies
Develop project briefs, execute the RFP process, select and negotiate supplier contracts
Execute field work oversight and project management – on time and on budget
Knowledge Management and Capability Building
Partner with the VP CSD and CSD Directors to blueprint business questions by country to inform category and shopper orchestration insights which influence desired behaviour.
Manage knowledge inventory and align gap identification with stakeholders
Present research investment opportunities
Actively manage data and research asset management library
Pilot and promote new shopper insights capabilities
University Degree in Marketing, Economics, Psychology, or Sociology required. Relevant Masters or MBA preferred
5+ years of relevant experience in Consumer-Packaged Goods and/or research supplier
At least 3 years research/insights experience
Shopper Marketing, Category Leadership, or Sales experience preferred