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Senior Manager, Shopper Insights

Company: The HEINEKEN Company
Location: White Plains
Posted on: April 8, 2021

Job Description:

About the Role: The Shopper Insights Manager at Heineken USA will develop high impact breakthrough learning and insight that will drive category/channel/customer strategies and activations to win in the marketplace. This individual will be responsible for synthesizing, developing, and communicating shopper learning using diverse primary and syndicated research sources and analytics. This role will report directly to the Sr. Director, Shopper Insights as part of the CMI team while working cross-functionally supporting both Commercial Marketing and Sales teams. Key Responsibilities:

  • Synthesize data, glean insights and embed foundational shopper understanding throughout the Brand and Commercial Marketing team to directly impact changes in thinking, decisions and business strategy.
  • Partner with cross functional departments to use insights to identify opportunities that support the Brand and Commercial Marketing strategy - leveraging shopper, category and retailer understanding to drive HUSAs business directly with customers.
  • Work with Category Management to ensure our shelving and assortment recommendations are insights based as well as with Commercial Marketing to deliver more targeted, relevant and effective in-store marketing activities.
  • Demonstrate proficiency in the application of shopper learning and category centric research, such as:
  • Price Elasticity and Trade Lift analysis
  • Item assortment optimization
  • On-line custom quantitative research
  • Expert in Syndicated data (Nielsen, Spectra, InfoScout)
  • Development of and briefing on performance and opportunity reports/scorecards
  • Business issue analysis partner for Sales and Marketing stakeholders
  • Integration of CMI sources in to Quarterly/Annual Business Reviews (Numerator, Ad Tracking)
  • Management of relationship and day to day interaction with external partners (Nielsen, Numerator)
  • Responsible for training new users and the ongoing capability building for users in CMI tools Basic Qualifications/Requirements:
    • Bachelor's Degree required, MBA preferred with concentration in market research, psychology, sociology, or marketing.
    • A minimum of 5 - 7 years consumer research experience having worked with brand teams and outside partners. Syndicated vendor experience in both client service and analytics preferred.
    • Passion, conviction, collaboration, and ability to manage multiple priorities Preferred Qualifications:
      • Technical: Uses the right research and processes to fill knowledge gaps and convert technical knowledge into practical applications
      • Fueling Insights: Provides illumination and how peoples' attitudes drive their behaviors and partners with the business in enabling insight generation
      • Business Problem Solving: Identifies, defines and answers the right questions to resolve business problems/identify business opportunities effectively and efficiently
      • Knowledge Synthesis: Harness and leverage existing knowledge to address existing business issues/opportunities or to surface new ones. HEINEKEN Leadership Expectations:
        • Connect
        • Shape
        • Develop
        • Deliver
        • Role Model

Keywords: The HEINEKEN Company, White Plains , Senior Manager, Shopper Insights, Executive , White Plains, New York

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