Share this Job
Apply now »

Consumer Insights Manager


There’s Always a Seat at Our Bar 

The Lagunitas Brewing Company began on a kitchen stove in Northern California in 1993 and has always looked to the future – whether supporting local communities by turning beer into money for the cause, or fueling stories, songs, and experiences with our IPA. Wherever you go: Beer Speaks, People Mumble. 


About the Role 

This strategic thinker is responsible for all consumer insights work and will provide essential support to the Lagunitas sales, marketing and innovation teams. You will be responsible for driving the consumer insights learning agenda, selecting the relevant research protocols (qualitative, quantitative, modelling), sharing the learnings and ensuring they are embedded in all Lagunitas planning. Our Consumer Insights Manager operates as both a thought-leader and a dynamic do-er. This position has no direct reports.


What You'll Do

 Build Fundamental Category & Consumer Understanding – 30%

  • Lead key foundational research to aid in the brand/organizations greater understanding of the consumer and category dynamics; Projects could include consumer segmentation, category decision trees, and consumer immersions
  • Responsible for updating and executing Lagunitas annual Brand Health & consumer research, in collaboration with Lagunitas Category Development Manager
  • Collaborate with CMI partners at parent company both US and Globally, to build knowledge through leverage existing research when possible

New Product Development Learning & Validation – 45%

  • Partner with Innovation & Marketing to define learning plans in line with the innovation agenda from concept to execution including concept evaluation & optimization, consumer sensory evaluation, pack design, flavor/line-up optimizations and messaging
  • Lead research design and execution, ensuring appropriate methodology, guiding action standards and producing actionable insights to answer key business needs within project timelines and budget scope
  • Inform on key trends by leveraging multiple data sources (primary and secondary)

Facilitate Consumer-Driven Decision-Making and Sell-in – 25%

  • Collaborate with Brand Marketing, Customer Marketing, Innovation and Category Development, utilizing insights to inform initiatives and develop sell-in stories that help to support key projects
  • Provide thought-leadership to inform strategy around consumer targeting, positioning, creative and communication strategy
  • Leverage and synthesize many data sources (primary and secondary) to understand consumer behaviors, translating data to insights shared via relevant and compelling stories
  • Leverage knowledge to address business opportunities and identify and surface new opportunities or challenges on the horizon


What We Are Looking For

  • How You Work
    • Results-oriented with ability to demonstrate impeccable integrity and honesty.
    • Strong organization and communication skills – a self-starter who can discern and address the needs of the organization.
    • Ability to manage competing priorities within a dynamic environment.
    • Innovative thinker who can develop creative solutions, with flexibility to flourish in a fast-paced, entrepreneurial environment.
    • A curious and humble learner, eager to collaborate with key stakeholders
  • Your Qualifications
    • Requires a bachelor’s degree; Post-graduate degree preferred.
    • A minimum of 4-5 years of consumer research experience in CPG, having worked with brand teams and outside partners; ideally experience will include work with both client and market research agency roles
  • Your Prior Experience
    • CPG experience, adult beverage industry experience preferred
    • Experience with Customer (retailer) and Sales conversations
    • Understands adult beverage products, route to market, customer sell-in and familiarity with the third-party distributor network
    • Familiarity with a diverse variety of consumer research concepts, practices, and procedures.
    • Previous experience in leveraging digital data (social listening) is a plus
  • Your Prior Experience – Technical
    • Strong experience with advanced skills relevant to function - including Microsoft Office (Excel, PowerPoint) strongly preferred.
    • Experience with syndicated data systems (Nielsen, IRI, Spectra, Numerator)
    • Familiar with consumer panel data and shopper data
  • Passion for Lagunitas and the beer business



  • Reports to the Director of Insights and Innovation
  • Frequent interaction with the broader marketing team
  • Partnership with Heineken Insights team


Physical Requirements

  • Hybrid remote/in-office schedule. Required to be in Petaluma office Tuesday, Wednesday and Fridays once it is safe to foster collaboration and shared learning across HUSA and Lagunitas
  • Ability to use a computer keyboard and calculator.
  • Ability to travel about 30% of the time.


Come as You Are 

At Lagunitas, we welcome people (and dogs) from all walks of life. Anyone, regardless of their race, creed, nation of origin, sexual orientation, gender identity or expression, disability status, veteran status, marital status, or age, has a home here. Love, progress, and acceptance will always have a seat at our bar.

Nearest Major Market: Santa Rosa
Nearest Secondary Market: Petaluma

Job Segment: Manager, Outside Sales, Management, Sales

Apply now »