Green Mountain Coffee Consumer Insights Manager in MA, Massachusetts
The Manager, Consumer Insights works closely with the Brewer Appliances team to guide innovation and communications strategies across key segments within the brewer business via development and management of consumer insights plans. He/she provides strategic insights in support of new product development, product line management, and brand communications; is responsible for the development of our portfolio of brands; and manages foundational consumer research initiatives that will guide overall portfolio strategy. He/she translates learnings into actionable recommendations that drive business growth; demonstrates excellent communication; and partners collaboratively with business teams to drive these initiatives into action. This role is responsible for quantitative and qualitative research that feeds into the development of deep human insights to support strategy and tactics, strategic plans, brand equity/health, brand positioning and architecture, business model, innovation/ NPD, packaging, and communications/content strategy. The role manages primarily North American initiatives, but extends this work into global markets where relevant.
Supervisory Responsibilities:This position has no direct reports.
Essential Duties and Responsibilities:
Becomes a recognized expert on the hot appliances brewer category. Leads consumer-driven innovation work, and makes recommendations on brewer potential and prioritization, opportunities for growth, and strategic success drivers. He/she teams on key initiatives, developing, and implementing projects that drive strategic plan objectives for high growth.
Leads the day-to-day research activity for key segments of the brewer business and across the portfolio of brewer products including planning, designing and executing the work, as well as driving innovation on prioritized businesses.
Develops integrated learning plans to address core business needs and creating/sharing of integrated learning plans across functions to ensure full learning needs are identified for each core initiative.
Identifies and prioritizes business information needs and develops the learning plan and the most appropriate research strategies to deliver against business objectives. He/she uncovers new claim opportunities and lead development/validation/ assessment of new categories for the brand and white space opportunities (new channels, new offers, etc.). Influences marketing and R&D members to gain input into learning plans. Synthesizes data and insights across sources to address broader business objectives.
Partners with cross-functional stakeholders to identify knowledge estate gaps and link closure of the gaps to the annual learning plans. Works with marketing and R&D to identify opportunity areas to underpin our Where to Play and How to Win choices.
Supervises research vendors and manages all aspects of insights projects, including defining research objectives, identifying methodologies and tools, selecting vendors, designing study materials, drawing actionable insights from results, and writing clear reports and presentations that tell a story.
Fosters shift from “one-off research vendor“ to “strategic thought partner,” empowering vendors to act as an extension of Keurig Insights team (including, training and proactively bringing new knowledge and ideas to the team); supervisors vendor partners to execute projects; anticipates and quickly develops contingency plans for complex project issues; proactively manages priorities across budget lines.
Manages contracts and relationships with research vendors (with Procurement); encourages vendors to act as “strategic thought partner”, supervises vendor partners to execute projects and proactively manages budget priorities.
Provides the voice of the consumer in decisions on innovation and communication strategies; Advocates for the consumer in key business meetings.
CPG experience preferable with 5 - 7 years of progressed experience in Market Research, preferably in a consumer marketing or manufacturing company.
Demonstrated ability to influence cross-functional management to impact decision-making; willingness to “have an opinion” backed up by insight, and the confidence to influence key stakeholders in meetings and one to one basis.
Outstanding communication skills; ability to think analytically to understand complex or ambiguous problems or issues and communicate solutions/conclusions clearly and concisely. Ability to navigate ambiguity and conflict constructively.
Highly strategic business knowledge and intellectual curiosity with the ability to appropriately use judgment and risk-taking
Must be self-driven and capable of creating a research plan, executing research, and finalizing reports, presentations, and other deliverables given knowledge of business needs. Able to operate with minimal supervision.
Technical market research and analytical expertise appropriate to level and conversant in a wide range of quantitative and qualitative custom research techniques, and experience working with data from syndicated business sources/analyses (e.g., IRI and/or Nielsen scanner and household panel data).
Ability to collaborate well with stakeholders,quickly gaining credibility as a valued business partner.
Operate with a sense of urgency and follow instructions.
Bachelor's degree is required; post-graduate degree or equivalent in Market Research, Social Sciences, Statistics, or MBA is preferred.
This position requires approximately 15-20% travel.
Keurig is an Equal Opportunity Employer. Offers of employment are contingent upon satisfactory completion of a reference check, background check, drug/alcohol test, and documented proof of work authorization. In addition, some roles require a pre-employment medical examination to determine your ability to perform the essential duties of the job.
Organization: *Global Marketing
Title: Consumer Insights Manager
Location: Massachusetts-MA - Burlington
Requisition ID: 1700810