Director, Brand/Category Human Insights
As Director, Brand/Category Human Insights, youll be a pivotal player on our North America Operating Unit (NAOU) Portfolio Strategy & Human Insight team. Your expertise in market research, consumer & marketplace analytics, and strategic consulting will drive the development and implementation of our category learning plan, while seamlessly integrating insights across our Marketing teams and the... global network.
In this role, youll lead custom research and analytics across brand strategy, communication, and innovation, partnering with Marketing and cross-functional teams both within NAOU and globally. Your insights will shape strategic initiatives, leveraging the power of data and storytelling. Success in this role requires strong communication skills, the ability to influence, and comfort working in a fast-paced, dynamic, networked environment. Youll bring a robust background in custom research and syndicated marketing intelligence, with experience in the consumer-packaged goods industry and a passion for innovative methodologies.
Were looking for a strategic thinker who can champion foresight across the organization, draw on diverse perspectives to tackle challenges, and foster an innovative, collaborative mindset. We value constructive discontent, always seeking to improve and embrace change. As a resourceful leader, you'll help us maximize existing data and drive growth by making bold, informed decisions.
Key Responsibilities:
Co-create Insights Strategy: Collaborate with the Human Insights lead, global network, and marketing partners to craft a strategic learning plan, pinpointing key opportunities and challenges for our brands and categories.
Support Brand Growth: Work closely with Marketing to drive brand equity, enhancing consumer relationships and loyalty across our portfolio.
Lead Custom Research: Determine when custom research is needed, manage supplier partnerships, and transform data into compelling insights that guide strategic initiatives.
Deliver Consumer Analytics: Perform trend analysis triangulating a variety of proprietary and syndicated sources to provide comprehensive answers to business challenges, leveraging cross-functional support.
Shape Creative Strategy: Develop insights to inform creative strategy and evaluation, guiding the process from the creation of briefs to the development and testing of campaigns and new visual identities at all stages.
Drive Innovation Pipeline & New Product Launches: Lead the innovation process by identifying opportunities, developing and assessing concepts, and guiding product and packaging development. Support launch of new items, including national selling stories and performance assessment.
Enhance Shopper Understanding: Partner with the Commercial Human Insights team to deepen our knowledge of the shopper journey and how it impacts brand performance.
Apply cross-portfolio disciplines, frameworks and share best practices: Collaborate within the NAOU and global network to share insights, develop capabilities, and apply successful strategies across the organization, including Brand Edge, Consumer Segmentation, Needs States, etc.
Ad Hoc Research: Conduct targeted research to support cross-functional and global initiatives as needed.
Qualifications & Requirements:
Minimum:
Bachelors Degree in social sciences or business-related fields.
8+ years of experience in consumer insights, market research, or shopper insights, with a focus on brand strategy and innovation.
Experience in Consumer-Packaged Goods (CPG) brands and familiarity with market research techniques.
Proven ability to manage complex data and translate insights into actionable business recommendations.
Preferred:
10+ years of custom research experience, preferably within the CPG industry.
Advanced coursework or a Masters degree in a relevant field is a plus.
Knowledge of the Coca-Cola system or beverage industry.
Core Skills:
Marketing Research Expertise: Proficient in custom research methods and industry tools (e.g., Nielsen, Numerator, Kantar, Circana, Mintel, etc).
Strategic Thinking: Ability to connect diverse insights and develop holistic strategies.
Storytelling: Excellent communication skills to craft compelling narratives leveraging data and fact-based information to influence stakeholders.
Analytical Ability: Integrate qualitative and quantitative data to identify key insights and opportunities.
Collaboration: Build strong partnerships across teams and serve as a trusted advisor. Orchestrate multiple stakeholders and competing priorities
Agility: Adaptable and thrives in a fast-paced environment, capable of navigating multiple priorities.
Technical Proficiency: Comfortable using advanced tools and platforms to gather and analyze data.
Innovative Thinking & Experimental Mindset: Embrace an innovative approach to problem-solving to tackle tough questions. Thrive in a learning environment, continuously seeking new ways to generate insights and drive impactful solutions.
What Well Do For You: Join a globally networked organization where your insights will drive the growth of iconic brands. At our company, your impact is limitless, with opportunities to shape business strategies, contribute to a consumer-first approach, and support our purpose To Refresh the World. Make a Difference. As part of the Human Insights team, youll collaborate with passionate colleagues committed to understanding people and advising our business partners with actionable insights. Together, we are building a more connected and world-class insights group.
SkillsHuman Insights
Apply Now
In this role, youll lead custom research and analytics across brand strategy, communication, and innovation, partnering with Marketing and cross-functional teams both within NAOU and globally. Your insights will shape strategic initiatives, leveraging the power of data and storytelling. Success in this role requires strong communication skills, the ability to influence, and comfort working in a fast-paced, dynamic, networked environment. Youll bring a robust background in custom research and syndicated marketing intelligence, with experience in the consumer-packaged goods industry and a passion for innovative methodologies.
Were looking for a strategic thinker who can champion foresight across the organization, draw on diverse perspectives to tackle challenges, and foster an innovative, collaborative mindset. We value constructive discontent, always seeking to improve and embrace change. As a resourceful leader, you'll help us maximize existing data and drive growth by making bold, informed decisions.
Key Responsibilities:
Co-create Insights Strategy: Collaborate with the Human Insights lead, global network, and marketing partners to craft a strategic learning plan, pinpointing key opportunities and challenges for our brands and categories.
Support Brand Growth: Work closely with Marketing to drive brand equity, enhancing consumer relationships and loyalty across our portfolio.
Lead Custom Research: Determine when custom research is needed, manage supplier partnerships, and transform data into compelling insights that guide strategic initiatives.
Deliver Consumer Analytics: Perform trend analysis triangulating a variety of proprietary and syndicated sources to provide comprehensive answers to business challenges, leveraging cross-functional support.
Shape Creative Strategy: Develop insights to inform creative strategy and evaluation, guiding the process from the creation of briefs to the development and testing of campaigns and new visual identities at all stages.
Drive Innovation Pipeline & New Product Launches: Lead the innovation process by identifying opportunities, developing and assessing concepts, and guiding product and packaging development. Support launch of new items, including national selling stories and performance assessment.
Enhance Shopper Understanding: Partner with the Commercial Human Insights team to deepen our knowledge of the shopper journey and how it impacts brand performance.
Apply cross-portfolio disciplines, frameworks and share best practices: Collaborate within the NAOU and global network to share insights, develop capabilities, and apply successful strategies across the organization, including Brand Edge, Consumer Segmentation, Needs States, etc.
Ad Hoc Research: Conduct targeted research to support cross-functional and global initiatives as needed.
Qualifications & Requirements:
Minimum:
Bachelors Degree in social sciences or business-related fields.
8+ years of experience in consumer insights, market research, or shopper insights, with a focus on brand strategy and innovation.
Experience in Consumer-Packaged Goods (CPG) brands and familiarity with market research techniques.
Proven ability to manage complex data and translate insights into actionable business recommendations.
Preferred:
10+ years of custom research experience, preferably within the CPG industry.
Advanced coursework or a Masters degree in a relevant field is a plus.
Knowledge of the Coca-Cola system or beverage industry.
Core Skills:
Marketing Research Expertise: Proficient in custom research methods and industry tools (e.g., Nielsen, Numerator, Kantar, Circana, Mintel, etc).
Strategic Thinking: Ability to connect diverse insights and develop holistic strategies.
Storytelling: Excellent communication skills to craft compelling narratives leveraging data and fact-based information to influence stakeholders.
Analytical Ability: Integrate qualitative and quantitative data to identify key insights and opportunities.
Collaboration: Build strong partnerships across teams and serve as a trusted advisor. Orchestrate multiple stakeholders and competing priorities
Agility: Adaptable and thrives in a fast-paced environment, capable of navigating multiple priorities.
Technical Proficiency: Comfortable using advanced tools and platforms to gather and analyze data.
Innovative Thinking & Experimental Mindset: Embrace an innovative approach to problem-solving to tackle tough questions. Thrive in a learning environment, continuously seeking new ways to generate insights and drive impactful solutions.
What Well Do For You: Join a globally networked organization where your insights will drive the growth of iconic brands. At our company, your impact is limitless, with opportunities to shape business strategies, contribute to a consumer-first approach, and support our purpose To Refresh the World. Make a Difference. As part of the Human Insights team, youll collaborate with passionate colleagues committed to understanding people and advising our business partners with actionable insights. Together, we are building a more connected and world-class insights group.
SkillsHuman Insights
Apply Now