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Lead Consumer Insights Analyst

2 months ago

Chicago, Illinois, United States Storck USA, L.P. Full time
Job Overview

Position Title: Senior Analyst, Consumer Intelligence

Reporting To: Director of Consumer Insights, Ecomm

Employment Status: Exempt

Overview:

This position is integral to the Consumer Insights team, serving as a pivotal contributor to the analysis of marketing performance and category insights through a consumer-focused perspective. The individual in this role will support a diverse portfolio of brands, delivering proactive communication regarding business performance metrics, including a comprehensive understanding of brand vitality, consumption patterns, and competitive landscape.

Moreover, this role will act as the subject matter expert (SME) on relevant consumer behaviors for assigned brands, providing regular updates on consumption trends within pertinent segments. Collaboration within the team will be essential to create efficient and effective business insights reports and processes that clarify the drivers of brand performance.

Mentorship Responsibilities

While this position does not entail direct supervisory duties, it is expected that the individual will mentor marketing and cross-functional colleagues, providing expertise from both brand and consumer perspectives and serving as a model for analytics leadership within the marketing department.

Key Responsibilities:

  • Develop and oversee comprehensive monthly tracking systems to swiftly identify significant shifts in brand performance, facilitating timely communication with brand leadership.
  • Articulate the current state of brand performance relative to objectives, analyze driving factors, assess impacts on goal achievement, and propose actionable strategies.
  • Generate monthly reports and senior management presentations, including brand scorecards, health assessments, and category performance evaluations.
  • Construct and refine consumption models to discern patterns between shipments and consumer behavior, contributing to monthly production forecasts and financial planning.
  • Establish reporting standards for routine business and brand performance assessments, as well as evaluations following key marketing initiatives such as product launches and media campaigns.
  • Conduct ad hoc analyses and reporting, translating data into insightful narratives.
  • Responsible for designing, refining, and executing reports on overall category and brand performance, identifying key growth drivers and emerging trends through a consumer lens.
  • Collaborate with consumer insights to create and maintain consumer handbooks that elucidate the demographics and behaviors of each brand's and competitor's consumers.
  • Integrate actual consumer behavior data with stated preferences and attitudes in partnership with consumer insights.
  • Identify opportunities to enhance efficiency using existing capabilities and recommend improvements over time, including exploring new data analysis tools and visualization partnerships.
  • Effectively communicate any necessary changes in requirements from data partners to better understand business and brand performance.

Additional Responsibilities:

Uphold Company Values; Passion, Performance, and Sense of Belonging.

Perform other duties as assigned.

Essential Knowledge, Skills, and Abilities:

  • Data Analysis: Proficient in identifying critical trends and key drivers within complex data sets, transforming findings into compelling narratives for various stakeholders, including senior management. Strong analytical skills with a proven track record of interpreting data and deriving actionable insights.
  • Curiosity: An innate curiosity and a commitment to exploring the underlying reasons behind business performance and consumer behavior.
  • Excel: Advanced proficiency in Excel to convert data into visual insights that support clear storytelling.
  • IRI/Nielsen Data: Familiarity with IRI/Nielsen POS and shipment data to understand interrelationships and implications.
  • Experience with Tableau and other data visualization platforms is advantageous.
  • A proactive, energetic individual capable of meeting deadlines and discerning key aspects of data.

Education and Experience:

  • Bachelor's Degree required, preferably in Marketing or Business.
  • Three to five years of relevant marketing experience, ideally in FMCG or CPG sectors.
  • Five or more years of advanced Excel experience; proficiency in Office 365 is required.
  • Experience with IRI/Nielsen data is essential.

Work Environment: Hybrid work model, including remote work and standard office conditions.

Travel Requirements: Approximately 5-10%, which may include international travel.

Other Qualifications: Must adhere to communicated Company, Travel, and Retailer safety protocols to fulfill job responsibilities.

Compensation and Benefits:

We provide a competitive compensation package, including benefits, flexible spending accounts, employee discounts, and a work/life balance with flexibility.

Note: The descriptions provided outline the general nature and level of work performed by employees and are subject to change at the employer's discretion.