Reporting to the Director, Global Consumer Insights within GCI’s Insight Architects Team, the Manager supports brands by providing research expertise, thought leadership, and consultative support to uncover consumer and customer insights through the design, execution, and implementation of actionable research programs and analyses. This includes understanding business needs and setting research objectives in collaboration with the Director and business partners to develop comprehensive, cost efficient fiscal year research plans with initiatives that drive stakeholder decision-making. The Manager will contribute to knowledge curation for a portfolio of brands, working collaboratively with other areas of the Global Consumer Insights team to create deliverables that are holistic, dynamic, and relevant to business needs.
The Manager will also be dedicated to managing day-to-day activities for online Communities and responsible for the development and execution of its learning plans, optimizing usage and actionable benefits of the Communities to meet the needs of the Global Brand as well as regional teams in alignment with corporate objectives.
The Manager will evaluate and manage various market research vendors and other data providers to provide highly actionable and cost-effective consumer and market insight.
The ideal candidate thrives in a fast-paced environment and can straddle between an analytical and creative mindset.
Communities: oversee Day-to-Day Operations for proprietary online Communities; manage planning, execution, and delivery of Community activities for assigned brand portfolio
Develop and execute Community learning plans to meet the needs of both GBT and regional teams in alignment with corporate objectives
Oversee all projects running through the Community, prioritizing requests and needs
Monitor workflow of Community (weekly project schedules, special projects, ad hoc budgets)
Partner closely with CSpace team. Participate in weekly and/or bi-weekly meetings
Work with Director to achieve balance between tactical brand focused initiatives and broader strategic projects. Identify opportunities for cross community “Foundational Studies.”
For assigned brand portfolio, partner with CSpace to determine optimal approach/design for each request. Ensure quality of all deliverables and activation of insights with teams.
Brand Portfolio Responsibilities:
Integrate Information Sources
Manage strategic and tactical market research projects for several brands including conventional and innovative methodologies. Market Research activities include, but are not limited to, concept testing, product optimization studies, packaging research, product positioning studies, communications exploratory and ad tests, consumer segmentation and targeting guidance.
Utilize a variety of sources and collaborate with research counterparts to validate and integrate diverse insights and expertise across the department.
Cross Project Integration: Pull from existing research library and leverage that information to answer questions before starting new research. Take advantage of opportunities to build on and incorporate existing knowledge when executing new projects.
Inductive Reasoning: Identify interesting patterns in and across multiple data sets and through professional experience.
Conduct thorough and careful analysis of data, gather critical information, effectively prioritize tasks and projects to deliver quality solutions.
Foster Stakeholder Partnerships and External Partnerships
Work with Director assisting in identifying market research needs within the company and aligning research plans with business unit goals and objectives as well as overseeing the business unit GCI budget.
Manage various aspects of projects, including identifying market research objectives, designing research methodology, developing questionnaires and discussion guides, coordinating research stimuli, implementing and analyzing research and reporting on findings in a clear, actionable and provocative way.
Manage resources effectively to deliver results within the project requirements (objectives, schedule, and costs).
Evaluate market research vendors and methodologies to provide the highest quality information and insights to internal clients.
Responsible for staying current with market research methodologies.
Seeks information on new techniques through training and conferences or other learning sources to grow business acumen and industry knowledge.
Proposes new /different research techniques or new suppliers.
Communicate & Activate Research Findings
Create presentations that focus on the data and insights relevant to the decision being made – fusing human insight with data
Communicate research findings via reports and presentations to stakeholders to ensure clear understanding of information and implications, tailored to the audience at hand
Set high bar for quality of deliverables, with emphasis on clean, visual, impactful reports that convey clear, specific recommendations
Develop activation plans to identify and track actionability and impact of research programs
Communicate insights and next steps effectively cross-functionally and across all levels of the organization
Consistently ensure the integrity and correct interpretation of all marketing research information
Educational background and skill requirements:
-Bachelor’s or MBA degree in related area
-Particular experience and expertise in children’s entertainment
-Intellectual curiosity and a love of learning
-3 to 6 years Market Research Experience in a fast paced, CPG, innovative or technology industry experience highly desirable, Market Research Supplier experience strongly preferred.
-Advanced knowledge of market research field and techniques
-Very strong problem definition and solution skills
-Strong consultative, project management and organizational skills
-Proven data gathering and analytical skills – experience with secondary data sources (NPD, Nielsen, IRI data)
-Strong interpersonal, written and verbal communication skills
-Advanced computer skills – technical proficiencies in PowerPoint, Excel and Word; Access and Online Software Tools a plus