Consumer Insights Senior Manager

3 weeks ago

Santa Monica, California, United States Turning Point Brands, Inc. Full time
About the Role

As a Senior Manager of Consumer Insights at Turning Point Brands, Inc., you will play a critical role in driving data-informed decisions to support product development, marketing strategies, and overall business growth. You will work closely with cross-functional teams, especially the Marketing team and Brand Managers, to bring actionable insights that impact business performance in the highly competitive Consumer Packaged Goods (CPG) industry.

Key Responsibilities
  • Lead consumer research by designing, executing, and managing both qualitative and quantitative research projects, including consumer surveys, focus groups, ethnographies, and usability tests.
  • Leverage advanced analytics to derive key insights from consumer data, including purchasing behavior, product preferences, and emerging trends.
  • Develop comprehensive reports that translate data into actionable insights.
  • Partner with marketing, product development, sales, and leadership teams to integrate consumer insights into strategic planning, ensuring that consumer needs and preferences are at the forefront of decision-making.
  • Monitor and evaluate competitive landscape, industry trends, and shifts in consumer behavior to provide strategic recommendations and identify new opportunities for growth.
  • Serve as a trusted advisor to internal stakeholders, presenting findings in a clear and compelling manner and providing insights that guide business and marketing strategies.
  • Manage external research vendors and agencies, ensuring that projects are delivered on time, within scope, and in line with company standards.
  • Support product innovation by identifying unmet consumer needs and assessing product concepts through consumer feedback.

Requirements
  • Bachelor's degree in Marketing, Business, Psychology, Sociology, or related field.
  • 7+ years of experience in consumer insights, market research, or analytics, with a focus on the CPG industry.
  • Proficient in data analysis tools, survey platforms (e.g., Qualtrics, SurveyMonkey) and syndicated sales data (e.g., Nielsen, IRI). Strong understanding of consumer segmentation and brand health tracking.
  • Expertise in both qualitative and quantitative research methodologies, including survey design, focus group moderation, and data analysis.
  • Excellent verbal and written communication skills. Ability to synthesize complex data into clear and actionable insights and present them to senior leadership.
  • Strong analytical and critical-thinking skills with the ability to identify patterns in consumer behavior and recommend innovative solutions.
  • In-depth knowledge of the CPG industry, including current consumer trends, market dynamics, and competitive landscape.

Preferred Qualifications
  • Experience in brand health, innovation, and shopper insights.
  • Knowledge of digital analytics and how digital behavior impacts purchasing decisions.

What We Offer
  • Competitive salary and benefits.
  • 12 Paid Holidays.
  • PTO (Paid Time Off).
  • 401K with company match.
  • Medical, Dental, Vision Insurance.
  • Short Term Disability Insurance.
  • Basic Life Insurance.
  • Tuition Assistance.
  • DailyPay.

Equal Opportunity Employer
Turning Point Brands, Inc. is an equal opportunity employer. We hire qualified applicants without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, veteran status, and other legally protected classes.

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