Consumer Research Manager, Keebler & On-the-Go

Ferrero

Chicago, IL

Full Time

Mid Level

102k-136k

5 days ago

Job Description

About the Role

The Consumer Research Manager for the Keebler brand and On-the-Go (OTG) product category teams in the USA will play a pivotal role in driving the brand's success by generating consumer insights that inform marketing mix decisions, such as price, pack, promotion, and communication (TV, digital, graphic, etc.) for both in-market and innovation products. The role involves leveraging marketing acumen, analytical skills, and research methods to influence strategic decisions and stakeholder actions. This hybrid position is based in Chicago, IL, within a company that values quality, care, and consumer-centricity.

Key Responsibilities

Support annual brand situation assessment (Insights Day) and deliver consumer insights to define growth opportunities as input to PS5 Plans.
Identify trends impacting brand performance in the short and long term.
Define consumer research needs with respect to brand strategies, budget for those needs, and execute plans within budget.
Identify capability gaps, emerging needs, and new technologies to create competitive advantage.
Consult with clients to clearly define insights needs and identify appropriate research approaches.
Collaborate with vendors to develop research proposals that answer business questions.
Brief, evaluate, select, and manage vendors to deliver results.
Manage projects regarding timing, budget, and deliverables, considering multiple stakeholders.
Analyze results and communicate findings clearly to influence decisions.
Integrate learning from multiple sources (retail sales, household panel, social media, media data, marketing mix) to understand brand barriers and opportunities.
Lead quarterly reviews on in-market advertising performance from GAT.
Train and develop marketing team in accessing and applying brand performance tracking information.
Lead analysis of the BVC equity measurement tool to identify growth opportunities.

Requirements

4-7 years of experience in consumer research or a related field.
Strong knowledge of qualitative and quantitative research methods.
Experience with Ipsos, Kantar IRI, Milward Brown, GFK, various Qual/Quant Agencies, and working with ad agency partners.
Proficiency in marketing metrics and questionnaire design.
Experience with data coding and tabulation.
Understanding of univariate and multivariate statistics.
Strong project management and vendor management skills.
Ability to influence key stakeholders and drive strategic decisions.
Bachelor's degree in marketing, business, statistics, or a related discipline; master's degree preferred.

Nice to Have

Client-experience strongly preferred.

Qualifications

Bachelor's degree in marketing, business, statistics, or a related discipline.
Master's degree preferred.

Benefits & Perks

Comprehensive benefits package including health insurance, retirement plans, paid time off, and other benefits.

Working at Ferrero

Ferrero is committed to building a diverse and inclusive culture in which all employees feel welcomed and appreciated. They believe all people are equally talented and provide opportunities for personal and professional growth. The work environment is multicultural, innovative, and highly rewarding, emphasizing quality, care, and consumer-centricity.

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