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Senior Manager, Consumer Research Insights

3 months ago

Toronto, Ontario, Canada The Kraft Heinz Company Full time

Position Overview

As a pivotal strategic partner and the primary consumer insights authority for the Taste Elevation Platform, you will play a crucial role in driving growth for some of our most renowned brands, including Kraft Peanut Butter, Philadelphia Cream Cheese, and Heinz Ketchup. This position entails recommending strategies and influencing decisions across various business sectors.

Key Attributes Required:

  • Strategic Thinker: Serve as a vital strategic partner to the marketing division and a catalyst for organizational transformation. Demonstrate a comprehensive understanding of consumer behavior, research methodologies, and proven experience to propel the business forward.
  • Influential Leader: Ability to sway stakeholders at all organizational levels and collaborate effectively with cross-functional teams. Engage with senior leadership and present insights to executive management.
  • Impactful Communicator: Drive actionable insights by providing concrete recommendations grounded in a profound understanding of marketing, business dynamics, and consumer needs. Possess strong communication skills to weave disparate data into a compelling narrative.
  • Independent Owner: A self-sufficient leader capable of delving into details and developing functions from the ground up without relying on pre-existing solutions.
  • Collaborative Partner: Foster and maintain partnerships within agile teams and across various organizational functions.
  • Adaptable Innovator: Exhibit flexibility and creativity in response to shifting priorities and business challenges. Thrive in uncertain environments while demonstrating a strong commitment to achieving results.
  • Proactive Self-Starter: Show a high degree of independence, resilience, and leadership with minimal oversight.

Responsibilities Include:

  • Lead strategic insights for one of our largest product portfolios.
  • Oversee critical initiatives aligned with business objectives, such as Market Landscape analysis, Consumer Targeting & Positioning, Innovation, Renovation, and Communication Evaluation.
  • Design and implement comprehensive research strategies for both existing and new products, covering all stages from scoping and concept development to post-launch analysis.
  • Conduct annual brand assessments in collaboration with research vendors to prepare for brand planning.
  • Develop annual marketing strategies for each brand, including creative development and optimization.
  • Assess the sales impact of media campaigns and recommend enhancements to improve efficiency and return on investment.
  • Guide product quality initiatives by delivering consumer insights and establishing action standards.
  • Contribute to the development of research best practices within the organization.
  • Collaborate with research vendors to implement best-in-class research methodologies that ensure agility and breakthrough insights.

Required Qualifications:

  • Proven experience in a strategic insights or consumer research role, ideally within the consumer packaged goods sector.
  • Proficient in a variety of market research techniques, encompassing both qualitative and quantitative approaches.
  • Experience with both primary and secondary data sources.
  • Strong familiarity with syndicated research tools (e.g., Nielsen, Circana).
  • Demonstrated experience with agile research methodologies and applications.
  • Solid understanding of marketing processes, business planning, and marketing strategy.
  • Strong sense of ownership and commitment to achieving results.
  • Confidence to adapt to and lead through changing priorities.
  • Exceptional storytelling abilities and capacity to influence at all organizational levels.
  • Ability to manage multiple projects concurrently.
  • Excellent communication, organizational, and presentation skills (both written and oral, proficient in Microsoft Office Suite).

Location:

Toronto - Queen's Quay - Headquarters