Analyste, Intelligence consommateurs

1 month ago

Montreal, Quebec, Canada Keurig Dr Pepper Full time
Responsabilités

L'analyste, Intelligence consommateurs, est responsable d'assurer que la voix des consommateurs est entendue dans toutes nos décisions d'affaires. Ce rôle consistera à soutenir la gestion de l'intelligence consommateurs pour le portefeuille des cafetières, ainsi qu'à diriger le panel des consommateurs et la typologie des acheteurs, relevant du directeur, Intelligence consommateurs pour le portefeuille des produits chauds.

Compétences clés
  • Collaborer avec des équipes interfonctionnelles afin d'intégrer les données et les tendances de consommation à la planification de la marque et de la catégorie.
  • Analyser et simplifier les données de consommation, de catégorie et d'achat provenant de diverses sources afin d'établir des priorités pertinentes et de les traduire en actions concrètes et réalisables.
  • Recueillir des informations sur les consommateurs à partir de différentes plateformes afin d'approfondir notre compréhension des tendances culturelles et de consommation pour mieux prévoir les besoins, les préférences et les opportunités.
  • Participer à des recherches quantitatives et qualitatives afin de formuler des recommandations pour la croissance du portefeuille de cafetières de façon significative et réalisable.
  • Élaborer des énoncés de projets clairs, gérer l'exécution et développer des perspectives exploitables à partir d'études personnalisées menées auprès de notre panel de consommateurs exclusif, pour des projets tels que le positionnement, les messages et les concepts de la marque ainsi que les comportements d'achat.
  • Soutenir l'utilisation et le développement de notre panel exclusif dans des domaines tels que l'évaluation des emballages, les tests organoleptiques et les préférences en matière de saveurs (TURF), ainsi que les perspectives actuelles du panel.
  • Gérer la mise à jour des rapports récurrents visant à comprendre la performance de la marque Keurig et l'évolution des comportements de consommation et d'achat.
  • Tirer parti des perspectives pour l'équipe des cafetières Hors domicile et comprendre les sources de données pertinentes pour stimuler la croissance.
  • Contribuer aux perspectives de Keurig connecté en travaillant en étroite collaboration avec l'équipe de Keurig.ca.
  • Soutenir la mise en œuvre de nouveaux outils d'analyse des données de consommation/d'achat (y compris l'intégration de l'IA) afin de garantir une utilisation optimale par les utilisateurs potentiels et une intégration fluide.
  • Soutenir la personne responsable de l'Intelligence consommateurs dans la gestion du budget, la mise en place de nouveaux fournisseurs et la coordination avec les agences pour la facturation.
Qualifications professionnelles

Minimum de 3 ans d'expérience dans le domaine de l'intelligence consommateurs, des études de marché ou dans un domaine connexe (par exemple, études de consommation, conseil en gestion, stratégie, analyse de données, etc.).

Expérience dans une entreprise de boissons ou de biens de consommation emballés (CPG), souhaitée.

Expérience dans le domaine du conseil, tant du côté du client que du côté du fournisseur, de préférence.

Expérience de collaboration et de gestion de recherches auprès des médias et d'agences créatives partenaires.

Fortes compétences en matière de présentation afin de mettre les recherches en contexte pour les équipes commerciales.

Curiosité intellectuelle, grande soif d'apprendre, volonté à expérimenter, utilisation de l'IA.

Capacité à gérer des données complexes et à les traduire en perspectives pertinentes.

Maîtrise de Microsoft Office (Word, Excel, PowerPoint, etc.).

Maîtrise de Nielsen (Consumption, Panel, BASES).

Compréhension des différents outils d'étude de marché des agences et des partenaires.

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