Associate Director of Shopper Integrated Intelligence, Global M&M’S Retail

Job Description:

M&M’S is on a journey to its next phase of transformative growth with a bold vision to double the business. This will be achieved through a "One M&M’S" team approach, designed to fully unlock and amplify the unique ecosystem across our core CPG Brand and Retail business.

The Associate Director of Integrated Intelligence (Shopper Insights & Analytics), Global M&M’S Retail plays a pivotal role in turning data and insights into action for our Retail business. This leader will drive robust guest and consumer insights generation, acting as a key insights’ owner and co-pilot to the development of Retail-first growth strategies that bring the brand to life in compelling and effective ways.

Through the development and deployment of insights, future-back measurement capabilities, and data-driven growth analysis, this role will deepen our understanding of guests — from their journey across the M&M’S ecosystem to how they engage with our signature experiences and respond to new products — uncovering insights that can better inform our ecosystem strategy, reimagine/optimize our experiences, and Retail growth planning choices (across Stores and Digital/.Com).

• Consumer & Shopper Insight Generation: Lead development of global learning plans [including shopper journeys, purchase/shopper decision trees, ethnographies] and design/execute strategic research that helps the M&M’S Retail team better understand who our existing and target guests are and the depths of their demographics/psychographics in order to unlock more effective, consumer-led growth planning strategic choices (across marketing activations, reimagining experiences, visual merchandising, media buying)

• Future-back Measurement & Capability-Building: Be on the forefront of developing new-to-the-world measurement and insights tools/methodologies that help quantify the impact of consumer journeys across M&M’S Brand Ecosystem touchpoints; support the development and activation of M&M’S first party data strategy & plan, leveraging the power of 1PD to uncover learnings and inform the overall One M&M’S ecosystem; partner with Mars Snacking Digital Technologies, Analytics and Integrated Intelligence teams to inform tech-driven needs and capabilities, being the voice of M&M’S guest and shoppers

• Agile Innovation Insights: Support the development of M&M’S Retail innovation strategy and pipeline development (across product and merch), providing foresights/trends and driving standardized concept testing approaches to validate consumer desirability

• Performance Tracking & Reporting: ​Lead M&M’S Retail guest and external Retail competitor/consumerism analysis and reporting (i.e., foot-traffic, sales conversion, funnel metrics), including ownership of data acquisition, stewardship and vendor/agency management

• Act as a key M&M’S Shopper Insights Partner: Partner/Coordinate with Global and Regional Brand Integrated Intelligence teams to help inform broader M&M’S Brand GTM Excellence and Dcomm strategy initiatives from an insights perspective (i.e., Digital Merchandising Must Haves)

• Connecting the Dots, Stakeholder Influence & Alignment: Clearly communicate strategies, results, and learnings to build alignment across senior leadership and cross-functional partners globally; act as single of point of connection across One M&M’S, partnering with brand human intelligence and regional shopper insights for priority ecosystem initiatives

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