Manager, Consumer Insights and Reporting
3 weeks ago
At Samsung Electronics Canada, we take pride in the creativity and diversity of our talented people - they are at the forefront of everything we do. Their skillset and mindset drive our continued success. We want the best of the best at Samsung to join our team, not just those who fit into our Culture but those who will ADD to our Culture and make Samsung an even better place to work.
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If you want to work for one of the most recognized brands in the world and one of the Top 100 Employers in Canada...and have a ton of fun. then please keep reading
**Position Summary**:
This role will require you to work cross functionally with marketing, business, ecommerce, and Samsung Headquarter / Regional teams to understand and develop Samsung’s insight and research capabilities and use this knowledge to appropriately implement and evolve the program. Through your expertise in research and analysis, you will be required to not only share key actionable business and marketing insights, but lead the recommendation and ideation of impactful plans in collaboration with key business and marketing team stakeholders.
Leading our agency and research partners, you will deliver this through multiple tools including custom and syndicated research studies, brand tracking, path to purchase analysis, and analyzing multiple sources of data to understand impacts of our marketing initiatives including category, online and retail. You will also be responsible to collect, analyze and report on KPI’s, and use primary and secondary analysis to develop insights that will contribute to plans that will lead to improved customer experiences and ROI.
**Essential Duties and Responsibilities**:
**Consumer, Shopper and Category Insights (50%)**
- Lead all Brand equity tracking, MMM and ongoing research projects
- Deep understanding of consumers, shoppers and their attitudes, needs and behaviours
- Ensure robust consumer insights through the integration of various customer data sources - custom, tracking, internal market data, syndicated research - to provide a comprehensive understanding of the consumer
- Develop BAS annual and bi-annual presentations ensuring data accuracy and clarity of insights
- Manage research requests across multiple internal stakeholders including, Brand Marketing, Business and Leadership teams
- Gather consumer, competition, category data across different sources to create an Insights Hub for teams to access insights
- Support with consumer, category and brand insights to share with category Brand leads and participate in the IMC planning process
- Work with Manager to develop frameworks for measuring, reporting and analyzing campaign results for all marketing initiatives
- Work in close collaboration with external agencies to track campaign performance using brand lift studies and maintain a repository of learning
- Co-ordinate with GMC CMI team, and North American counterparts to adopt best practices around market research initiatives
- Lead and guide all research and insights agencies and partners
- Maintain working knowledge of industry best practices and changes in analytics tools and research techniques
- Effectively communicate ongoing work and successes achieved
**Reporting Operations and Analytics (50%)**
- Work Across Divisions (Social / Paid Digital / CRM) to understand reporting requirements
- Contextualize observed behavior vs market / social listening / macro trends - using Sprinklr and similar social media listening tools.
- Oversee tracking and reporting across ongoing digital marketing campaigns. Analyze and deliver measurable insights from web / digital marketing channels.
- Create dashboard of key metrics and correlate these metrics to lead meaningful inferences for business
- Strong analytical skills and demonstrated ability to draw conclusions and extract meaningful insights from data
- Manage ad-hoc requests and proactively analyze marketing data for key findings
- Support Cross Functional teams in weekly, monthly, quarterly category, culture and consumer reports and presentations by monitoring and summarizing 3rd party reports and trends
**Requirements**:
**Knowledge/Experience/Competencies/Education**:
- Bachelor’s degree preferably in economics, statistics, mathematics, marketing or higher required
- 5+ years’ experience in Market Research, Insights, Planning along with good knowledge of Qualitative and Quantitative research tools
- Expert knowledge (including report generation) of Adobe Analytics/Omniture, Google Analytics 360, Report Builder, Data Feeds etc.
- Experience with dashboard and visualization tools (e.g. Tableau, Looker) is necessary.
- Strong analytical skills: must have a demonstrated track record of excellence in analytics
- Strong quantitative skills, with an ability to analyze and interpret complex sets of data
- Experience working collaboratively as part of a cross-functional team
- Strong Microsoft Excel skills, including pivot tab
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