Marketing Insight Manager

Job Summary

Responsible for generating insights to support brand & communications strategies and early-stage developmental projects across all four Communications’ functions. Designs and plans market insight studies to meet the objectives of (1) strengthening core brand values, (2) optimizing innovation opportunities and (3) developing new segment opportunities. Serves as a vital link between Communications function and marketing research, BIA and outside agencies.

Job Duties / Responsibilities & Skills  

    Market Research Methodologies and Design

• Understands market research design and implications for decision-making
• Identifies methodologies that are appropriate to address a business issue, and proactively challenges the design of analytics/research to enhance strategic value
• Utilizes secondary data to supplement primary research results
• Synthesizes information from multiple sources to address complex business questions
• Interprets research findings and synthesizes them into actionable business insights which are clearly communicated to various target audiences
• Ensures that all research and activities are aligned with the Communications’ strategic plan and brand strategies

     Understand Business Environment

• Represents the voice of the target audience, including the customer, in internal planning and decision-making
• Maintains up-to-date knowledge of communications categories, including market trends, competitor activity, category positioning and customer attitudes & behavior patterns
• Understands the analytics process and the role of market research in supporting key strategic decisions
• Understands the complexities of market structures

      Market Research Project Management

• Identifies knowledge gaps and proposes research to address them
• Develops plans and objectives for market insight projects
• Proficient in implementing complex methodologies of market research
• Negotiates and works with external suppliers to ensure that project objectives and deadlines are met
• Works closely with analytics and research teams to interpret research results

      Financial and Compliance

• Manages market insight projects within budget constraints
• Follows internal financial tracking requirements, such as monthly accruals
• Meets internal compliance standards for soliciting proposals, obtaining appropriation approvals, and maintaining confidentiality/data integrity

General Requirements & Competencies

      Communication and Team Work

• Ability to work effectively in a team environment
• Ability to effectively communicate with internal clients and external vendors. Excellent listening skills. Strong customer focus.
• Ability to present complex research results -- both written and oral -- to a wide range of audiences from senior management to marketing managers
• Diplomatic skills for working in a matrix environment that strives for corporate alignment while considering other departments’ needs
• Interest in and sensitivity to working in a diverse environment

      Project Management

• Demonstrated organizational, self-management and problem-solving skills
• Ability to manage multiple projects simultaneously and maintain flexibility in prioritizing and processing requests
• Ability to meet deadlines

      Technical Skills

• Experience managing various types of primary market research studies, including exploratory market assessments, new product concept testing, tracking studies and pricing research
• Experience in trend analysis, insight generation and ideation activities that support innovation
• Demonstrated analytical skills
• Attention to detail and high quality output
• Adherence to data integrity and confidentiality of information.
• Good working knowledge of Microsoft Office (Excel, PowerPoint, Word) and ability to learn propriety systems.
• Expertise in application software for marketing science analysis

Education & Experience

• Minimum 5 years in market research.
• Experience managing multi-market research projects preferred.
• Minimum 5 years in business analytics.
• Strong knowledge of advanced stats methods such as media mix modeling, ROI analysis, Sponsorship evaluation, Structural equation modeling.
• Experience in service industries or media agencies desirable.
• Total business experience 10 years.

• MBA is required; Phd is preferred – in applied quantitative discipline (Statistics, Sociology, Econometrics)