Head of Consumer Insights

4 weeks ago

Montreal, Quebec, Canada Kraft Heinz Company Full time
Job Overview

The Head of Consumer Insights will spearhead the insights function for the Canadian market, collaborating closely with the Business Unit President and Marketing leadership to foster a consumer-centric mindset that drives strategic initiatives. This position is a vital part of the North America Consumer Insights leadership team.

The Head of Consumer Insights will establish the agenda for Consumer Insights and pinpoint future growth opportunities for the Business Unit. This role is also responsible for advancing the Enterprise-Wide transformation agenda for insights within the Business Unit, advocating for the consumer while ensuring that the most impactful business actions remain a priority across various platforms, categories, and brands. This influential position is tasked with identifying, developing, and integrating consumer insights across these businesses to cultivate a growth-oriented mindset and agility, while promoting a consumer-focused culture. The Head of Consumer Insights will hold leadership responsibilities, requiring adaptability and flexibility to meet the needs of both leadership and day-to-day coaching, instilling the right behaviors within their insights team (e.g., prioritization, forward-thinking, and synthesizing information into actionable insights) to foster a culture of organic brand growth and innovation. This role will contribute to the transformation agenda roadmap, encompassing areas such as foresight, prediction, agility, capabilities development, digital transformation, social listening, and more.

Key Competencies:

  • Strategic Vision: Serve as a key strategic partner and thought leader to the Business Unit Marketing team, demonstrating a deep understanding of consumer behavior, research methodologies, and best practices to propel the business forward.
  • Influence: Effectively influence stakeholders at all organizational levels and collaborate seamlessly with cross-functional teams.
  • Impact: Deliver actionable recommendations rooted in a profound understanding of marketing, business, and consumer dynamics.
  • Adaptability: Exhibit creativity and flexibility in responding to shifting priorities and business challenges, tackling ambiguity while maintaining a strong focus on results and project leadership.
  • Communication Skills: Demonstrate exceptional communication abilities through clear and concise insights that foster empathy and storytelling throughout the organization.
  • Self-Driven: Manage multiple workstreams and competing priorities, formulating an actionable plan for the team.
  • Analytical Acumen: Analyze data to identify patterns that inform brand strategies effectively.
  • Collaborative Spirit: Thrive in a fast-paced, entrepreneurial environment.
  • Mentorship: Commit to sharing knowledge and developing a high-performing team.
  • Curiosity: Exhibit intellectual curiosity and creative insight, combined with a drive for tangible results.
  • Senior Influence: Ability to influence senior leadership and drive organizational impact.

Primary Responsibilities:

  • Act as the main point of contact for the Business Unit, leading critical initiatives across platforms.
  • Discover authentic consumer insights and pain points across platforms, identifying growth opportunities that enhance long-term brand equity and innovation efforts.
  • Utilize strategic insights to uncover innovation opportunities, collaborating with marketing and R&D to create and size a multi-year pipeline of new products.
  • Design and implement comprehensive research plans across key marketing elements (including communication tests, product/claim tests, and packaging tests for both existing and new products).
  • Contribute to shaping the three-year Growth Strategy and assist teams in integrating it into the brand's annual marketing plans, encompassing strategy, creative development, and optimization.
  • Drive the Enterprise Transformation Agenda by developing best practices for consumer insights and establishing a center of excellence.
  • Leverage insights to continuously enhance brands that resonate with consumers.
  • Lead a team of three direct reports.

Qualifications:

  • A minimum of ten years of experience in strategic insights or consumer research is required.
  • Prior experience in a leadership role is essential.
  • Experience working across a diverse portfolio of products on the manufacturer or client side is highly preferred.
  • Demonstrated leadership capabilities in driving vision and managing teams.
  • Proficiency in various qualitative and quantitative research tools across advertising, innovation, brand development, and syndicated services.
  • Proven ability to distill insights and drive organizational impact by placing the consumer at the forefront.
  • High tolerance for ambiguity and experience in leading change management and transformation initiatives.
  • Experience with point-of-sale data (Nielsen/IRI), panel data, and social listening is required.
  • Strong analytical skills and experience with analytical tools are essential.
  • High emotional intelligence and the ability to build effective working relationships are crucial.
  • Exceptional storytelling abilities, with excellent communication, organization, and presentation skills (both written and oral, including proficiency in Microsoft Office Suite).
Location

Headquarters

Kraft Heinz is an Equal Opportunity Employer – We celebrate diversity and are committed to creating an inclusive environment for all employees.

Applicants requiring accommodation in the job application process may contact for assistance.

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