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Shopper & Marketplace Insights Manager

Location : Arlington, VA
Job Type : Permanent Placement
Hours : Full Time
Required Years of Experience : 5 Years
Required Education : B.A./B.S. in Marketing, Economics, Psychology, or Sociology required. Relevant Master's degree or MBA strongly preferred.
Travel : No
Relocation : No
Job Industry : Food
Job Category : Marketing

Job Description :

PRIMARY RESPONSIBILITIES:
Leadership & Consulting



  • Serve as the customer and shopper “navigator” by providing thought leadership to Sales and Marketing by providing a holistic view of the shopper 

  • (+/-40% of time) Drive initiative on insight generation from syndicated research/market data, (e.g. Nielsen POS, IRI, panel data, shopper loyalty) to help develop stronger understanding of key growth opportunities and what is required to win

    • Help business understand what is happening in the category and marketplace (with retailers/channels), to help them prioritize where their interests lie in understanding the ‘why behind the what’.    

    • Nurture the mastery for business knowledge through secondary research, on the same level with stakeholder teams

    • Help curate a new level of analytical expertise on secondary data within the Marketing group.



  • (+/- 60% of time)  Drive initiative on insight generation from custom research to help drive more why understanding and evaluate strategies for winning with shopper at key retailers

    • The ‘why’ is understood through the primary, custom research with qualitative and quantitative studies

      • Frame, Design, Analyze and Present studies

      • Help drive strategies to win at customer by gathering deeper insights on the shopper, customer frame of reference, barriers/enablers along the path to purchase   





  • Create shopper and retailer empathy/understanding across the business team by clearly articulating and embedding existing understanding and identifying actionable learning needs

  • Use transparent, strategy-aligned criteria to assess the value of projects to the business.

  • Collaborate across the Market Intelligence function to leverage our scale and increase speed via effectiveness (best practices internally and externally, integrated knowledge) and efficiencies (standardized, consistent across our client, optimized cost base).

  • Elevate/redefine medium-value requests and eliminate or outsource low-value requests.

  • Tap people’s natural motivations to share insights with peers and increase the “portability” of insights to enable wider sharing.

  • Performance will be measured on the ability to change thinking, influence decisions and business strategy.


Develop Scalable Insights 



  • Effectively communicate and embed learning to increase the impact of insights into action by making them relevant to the business strategy.

  • Add value to knowledge sharing by connecting the dots about the shopper and retailer to show cumulative knowledge.

  • Proactively pursue opportunities for impact by systematically seeking and exploiting opportunities to leverage research/learning on high-value topics unseen or ignored by business partners and use influence to activate those opportunities.

  • Focus on establishing business partners’ decisions and aligning the research agenda to them, then tailor communications of research findings to support upcoming decisions.

  • Develop and consistently review brand learning plan to identify the most impactful areas of learning.

  • Create and communicate insights-based recommendations that provide opportunities to impact the shopper decision in the store and provide value to both our client and the customer. 

  • Identify the essential “business drivers” by finding the common ground between strategic priorities and the most commonly asked about topics.


Budget & Vendor Management



  • Manage projects within approved budget.

  • Provide suppliers with access to all information available to ensure intimacy with our client.

  • Leverage strategic assets to create a non-monetary, reciprocally valuable relationship with suppliers, motivating above-and-beyond support and true partnership
     


Required Qualifications :

REQUIREMENTS AND MINIMUM EDUCATION LEVEL: 



  • B.A./B.S. in Marketing, Economics, Psychology, or Sociology required. Relevant Master's degree or MBA strongly preferred. 


EXPERIENCE: 



  • Minimum of five (5) years of marketing research experience in a consumer packaged goods company with at least two (2) years in Shopper Insights or Retail/Customer-facing role.

  • Candidate must possess a strong drive for results with a passion for the consumer and marketing. 

  • Possess a business-owner vs. researcher mindset, being motivated and vested in big picture impact of research and insights.


SKILLS: 
Functional Competencies



  • Project Execution – Managing budget, suppliers, research execution, and adhering to interim and final deadlines

  • Methodology Expertise – Selecting appropriate, diverse methodologies in designing research studies and trying new things when appropriate

  • Self-Development – Seeking opportunities to self-educate proactively (new methodologies and techniques, business acumen, and general research and business news)

  • Insight Generation – Inductive reasoning, creativity, risk tolerance, and business judgement

  • Knowledge Agenda Development– Identify broad themes or learning gaps for future  research based on accumulated knowledge

  • Communication – Tailoring content and purposeful communication

  • Influence – Active listening, negotiation, persuasion and courage

  • Business Problem Solving – Diagnosis and framing the problem, business knowledge and acumen, recommendation development

  • Consumer Empathy – Can articulate basic behaviors and motivations of consumers 

  • Strategic Thinking – Creates short-term marketing tactics that support long-term strategies and brand vision

  • Brand Knowledge & Advocacy – Role-models brand expertise, eagerly engaging real consumers to optimize brand strategy and plans 


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