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Senior Manager Consumer Insights

We Go Places! How about you?
Location: White Plains, New York
Function: Commerce
Sub Function: Commerce - Marketing - Consumer and Market Intelligence
Type of contract: Permanent

 

 

About this role:

This position will lead the way in delivering the future of consumer insights into the business, within a team that drives relevant consumer, marketplace, and brand intelligence across the business and brand teams.

The successful candidate will work as a strategic partner to the Heineken brand team, whilst also working closely with the Director to build on the foundation by using new research approaches as part of an ever-evolving insights toolkit.

This role requires someone who is proactive in using new and existing data sources to deliver consumer inspiration, behavior and brand interaction to help brands anticipate future opportunities, before they have to ask. The candidate will lead projects to understand the consumer and marketplace more holistically, always focusing on delivering strategic implications of how it impacts our brands, and providing actionable recommendations on what the brands can do as a result. 

This individual will work very closely as partners with brand teams to design the best research plans and own flawless execution of these plans to provide new, rich consumer insights.  Insights will be used to develop and drive brand strategies and programing; and assist in making investment decisions. This Senior Manager will also serve as consultant on ad hoc business issues e.g., packaging, competitive analysis, pricing, link to consumer behaviors and impact on sales etc.

S/he will also have day to day interaction and use of existing CMI tools as they relate to their allocated brands including Brand Health Tracking, Sales data, Advertising testing, Consumer panel data, that are leveraged by the full CMI team in support of their brand responsibilities and holistic understanding.  Finally, to further build HUSA’s knowledge of the consumer and marketplace, this position will also be involved in broader initiatives to identify macro trends and incorporate into brand thinking. 

Job Grade:           20

Key Responsibilities:

Participate as a key contributor to a high performing Consumer and Market Intelligence (CMI) team, demonstrating one’s self as a valued consultant that masters not only the specific functional area, but also delivers considered and relevant insights to build HUSA business, translating CMI’s recommendations into measurable actions and results.

 

  • Be the CMI lead to deliver insights to the Heineken brand team.
  • Work as the CMI point person on Brand Health, Creative Evaluation, and Sponsorship Assessment
  • For key allocated brands within the HUSA portfolio, contribute thinking/in-depth analysis concerning the consumer…who they are, where they choose brands, and what motivates them to purchase our brands.  
  • Provide an integrated view across numerous data sources to deliver insight and direction related to the category, brand, consumer/shopper to drive 360 engagement that drives sales, volume and equity including ATL/BTL, Digital, Sponsorship communications and brand activations.
  • Manage and leverage relationship with market research agencies to design and deliver flawless and insightful research programs with rich, story-driven analysis. 
  • Inspire agencies to be proactive and bring latest thinking to HUSA in order that CMI continue to deliver Best in Class insights to our business partners and think broader than one source of information.
  • Partner closely with advertising and engagement agencies to translate insights into strong consumer engagement

 

Key Competencies:           

  • Technical Mastery – define and execute the right research and processes to fill knowledge gaps and convert technical knowledge into practical application and implications.  
  • Experience in advertising testing and how to use it to create overall learnings to enhance campaigns and creative executions.
  • Fuel Insights:  provide illumination on how peoples’ attitudes drive their behavior and partner with the brand teams to enable insight generation.
  • Research Innovation:  Provide new and better ways of conducting research and embed this into HUSA
  • Business Problem Solving:  Identify, define and answer the right questions to resolve business problems/identify business opportunities effectively and efficiently
  • Knowledge Synthesis:  Harness and leverage existing knowledge to address existing business issues/opportunities or to surface new ones
  • Proactive: Be proactive in assisting teams with brand and business issues from a consumer stand point, before having to be asked. Act as a strategic partner to the brand teams.

 

HEINEKEN Leadership Expectations:

  • Connect
  • Shape
  • Develop
  • Deliver
  • Role Model

 

Qualifications/Requirements:       

  • Bachelor’s Degree required, MBA preferred with concentration in market research, psychology, sociology, or marketing.
  • A minimum of 4 – 7 years consumer research experience having worked with brand teams and outside partners; ideally experience will include work with both client and market research agency roles. 
  • Previous experience in conducting multi-cultural research (e.g., Hispanic research) is a plus.
  • Passion, conviction, collaboration, and ability to manage multiple priorities

 

 

This position is not available for visa sponsorship.

 

HEINEKEN USA Inc., the nation's leading high-end beer importer, is a subsidiary of HEINEKEN International NV, the world's most international brewer. Key beers and ciders imported into the U.S. are Heineken®-- the world's most international beer brand, Heineken® 0.0, Heineken® Light, the Dos Equis Franchise, the Tecate Franchise and Strongbow Hard Apple Ciders. HEINEKEN USA also imports Amstel Light, Red Stripe, Tiger, Carta Blanca, Bohemia, and many more. For the latest, follow us on Twitter @HeinekenUSACorp, or visit HEINEKENUSA.com.

 

We are a proud family with rich heritage and history. We are passionate about the beer and cider that we sell. At our core we are pioneers, mavericks, and entrepreneurs.  We connect people by creating meaningful experiences and memorable moments. Every day you have the opportunity to be extraordinary and leave your mark.

 

We Brew Experiences That Inspire Legendary Lives


Nearest Major Market: White Plains
Nearest Secondary Market: New York City

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