Responsible for identifying key consumer insights that allow Crown Imports to build and nurture a strong portfolio of brands uniquely positioned in the Beverage Alcohol category and deliver on business objectives. Leverage consumer insights to drive results for Brand and Innovation, with minimal assistance from their manager. Manage all aspects of projects while continuing to build business knowledge and strong cross-functional relationships. Participate in driving department functional excellence.
Specific Duties and Responsibilities
Manages Consumer Research efforts across Modelo Especial for Total Market and Hispanic to develop learning plans and ensures appropriate qualitative and quantitative research is conducted and implemented into brand strategy.
Brand Development (consumer insights, positioning)
Marketing Executions Research (Advertising, Promotions, Media)
Brand Health Tracker
Identifies and develops innovative opportunity platforms that build the strategic framework for creative new products. Leads white space identification, concept/proposition development, business strategy and cross-functional teams for new products.
Partners with advertising, media, and promotion agencies’ planning departments to ensure key consumer insights are reflected in all programs.
Continuously monitors business and brand health performance of Modelo Especial using internal and external data resources to identify issues and opportunities to drive both brand development and volume performance.
Works closely with Analytics as needed to measure and analyze in-market performance.
Assists marketing teams in the development of presentations for all internal and external meetings.
Key Success Factors
Demonstrated ability to understand consumer insights that drive the business objectives forward.
Proven track record of turning analytical insights into actionable recommendations with an eye on results.
Ability to work in a fast paced environment, coordinate multiple projects and meet deadlines.
Experience managing complex project list, priorities and budgets. Strong focus on driving results.
Exhibits strong leadership skills with track record of others seeking out his / her involvement and leadership for projects.
Ability to manage relationships both internal and external. Strong influencing and negotiation skills.
Provides clear, succinct and relevant written and verbal communication. Ability to summarize complex research findings into easy to use, action oriented recommendations.
Strong persuasion skills to gain alignment where needed.
Fosters open, honest, and direct communication while maintaining sensitivity to confidential information.
A bachelor’s degree in relevant field (marketing/business, psychology, sociology). Master’s degree preferred.
7+ years of consumer insights experience within CPG industry including brand building and innovation.
Beverage alcohol and/or Multi-cultural experience is strongly preferred
Bilingual is preferred.
Strong writing, presentation and verbal communication skills
Demonstrates a passion for understanding the consumer and their motivations in the beer business.
Willingness to travel 20% of work time.
Mastery of Microsoft Word, Excel and PowerPoint.
Well grounded in consumer research fundamentals, techniques and methodologies including both qualitative and quantitative research techniques.
Familiar with advanced research design and analytical approaches (e.g. designed experiments; segmentation analyses; etc.)
Experience utilizing household panel and scanner data (e.g. IRI) required.