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Director of Consumer Insights and Strategy

2 months ago

Toronto, Ontario, Canada AIP Connect Full time
Unlock Business Growth with Strategic Insights

AIP Connect is seeking a seasoned Director of Consumer Insights and Strategy to champion business growth through in-depth consumer understanding.

About the Role:
  • We are looking for an experienced professional with 8+ years of insights/market research/analytics experience, preferably within CPG, to lead strategic initiatives that drive business outcomes.
  • This role involves partnering with marketing colleagues and the VP of Marketing to develop key brand goals, objectives, and strategies informed by consumer/shopper insights.
  • The ideal candidate will possess strong knowledge of POS/Household Panel data tools such as Nielsen, Spins, Numerator, and be able to apply a balanced 'risk/reward' approach to research design and consumer/shopper insights.

Key Responsibilities:

Strategic Development:
  • Leverage consumer/shopper insights to identify growth opportunities and articulate issues for the brand and Incubator portfolio.
  • Inform and develop go-to-market strategies targeting 'Strategic Value Consumers' (SVCs) and priority segments.
Brand Planning:
  • Utilize insights to shape and prioritize key strategic issues and anticipate future consumer/shopper insight needs to support long-term brand plans.
  • Identify and develop test & learn opportunities to refine go-to-market approaches.
Marketing Communications:
  • Build collaborative partnerships with the internal agency team, ensuring insights inspire new creative directions and impactful communication plans.
  • Integrate strategic consumer insights into briefs and measure the return on brief.
Innovation:
  • Identify and champion growth strategies based on consumer trends and unmet shopper needs.
  • Provide thought leadership on new product development opportunities.
Research Planning, Design & Execution:
  • Apply a balanced 'risk/reward' approach to research design and consumer/shopper insights.
  • Foster collaborative relationships with key research suppliers, continually assessing the ROI of their products/services.

Required Skills and Qualifications:

  • Strong analytical skills and deep knowledge of quantitative and qualitative research methodologies/techniques.
  • Awareness of emerging consumer/shopper trends.
  • Proven experience as a champion for the consumer/shopper, adept at integrating insights into day-to-day decision-making.
  • Ability to communicate complex concepts to individuals with diverse backgrounds throughout the organization.

Compensation: $120,000 - $150,000 per year, commensurate with experience, plus comprehensive benefits package including health, dental, vision insurance, retirement plan matching, paid time off, and more.

AIP Connect believes in equal opportunity. Our recruitment consultants are committed to inclusive recruitment and selection practices.