Company
At Land O’Frost, our brands of lunchmeat and specialty sausage products are recognized as one of the nation’s best- selling and trusted brands. We have accomplished this through our incredible team of employees who are customer focused, motivated, achievers, developers, and purpose driven.
Summary
The Manager Consumer Insights provides leadership and guidance on consumer insights to the respective functions of Brand Strategy and Integrated Marketing Communications. Responsible for delivery of timely Consumer Insights business reviews, research updates, and implications presentations to Brand team and Land O'Frost Leadership. This position reports to the SVP Sales/Marketing/Innovation.
Responsibilities
- Responsible for identifying the voice of the consumer and implications related to product evaluation for existing products at Land O'Frost.
- Lead the delivery of insights into target consumer (motivation, buying behavior, preferences) to incorporate into brand management strategy and plans.
- Develop annual consumer insights and market research learning plan and operating budget; identify appropriate resources and lead cross-functional and external partners in the execution of a plan.
- Lead the delivery of innovation insights to brand management to inform strategy and plans.
- Responsible for leading all consumer insight activity throughout the innovation stage-gate process, with emphasis on Discovery (white space), opportunity screening (concept testing), product evaluation, and launch opportunity among consumers.
- Identify agile research approaches and agency partners, establishing processes and benchmarks to ensure product success.
- Writes research briefs to ensure strategic alignment among internal and external partners and inspire best in class ideas to deliver business impact.
- Research agency selection, management, output and performance tracking.
- Partner with agency planners to identify key target insights to inform communications plans.
- Identify and report relevant consumer behavior to guide consumer shopper path to purchase.
- Own the evaluation of consumer communications, including brand health metrics, marketing mix analysis, digital program analysis, and consumer behavior metrics.
- Measure performance of communications initiatives along the omnichannel path to purchase.
- Partners with IMC to identify real-time and long-term consumer communications optimizations and lessons learned in a "test and learn" marketing activation environment.
Qualifications
- Bachelor's degree required in marketing, business, analytics or similar field.
- Three (3) years' experience in consumer research, brand health tracking, advertising assessment with emphasis on digital advertising.
- Experience in design, execution, and analysis of a wide range of both qualitative and quantitative research methods, including but not limited to new product development, consumer segmentation, consumer journey mapping, brand target identification, and positioning.
- Proficient in Microsoft 365 along with other database systems.
- 25% local and or overnight travel is required.
