Senior Analyst, Consumer Intelligence

Description

JOB TITLE: Senior Analyst, Consumer Intelligence

SUPERVISOR'S TITLE:  Director of Consumer Insights, Ecomm

FLSA STATUS:  Exempt

DATE:  2024

General Summary:

This role is a part of the Consumer Insights team and will be a key member of the team that will lead Marketing’s business analysis and category understanding through the consumer lens to support making informed brand decisions that support the company’s priorities. This individual will support our portfolio of brands and proactively communicate business performance, including in-depth understanding of brand health, consumption trends to influence forecasting, competitive activity, and consumer and retailer dynamics. 

In addition, this individual will be the SME on relevant consumer dynamics for their brands and deliver regular overviews on consumer consumption behavior trends in relevant segments. This role will also work within the team to develop efficient and effective business insights reports and processes that provide clear direction on business performance drivers for the brands. 

Supervisory Responsibilities

This position does not have direct supervisory responsibilities but will be expected to mentor marketing and cross-functional colleagues as a subject matter expert from the brand and consumer lens and serve as an analytics leadership role model for the marketing department.

Duties and Responsibilities: 

• Build and monitor comprehensive monthly tracking to identify meaningful changes to brand performance quickly and effectively in order to proactively communicate with brand leaders. 
• Explain the current status of brand performance vs. goals, what is driving performance, what impact that has on us achieving our goals at year end, and deliver ideas on what needs to be done. 
• Provide monthly reporting and senior management reports – brand scorecards, brand health reports, category performance, etc. 
• Build and adapt consumption model to identify patterns between shipments and consumption and provide input for monthly production forecast and financial planning.
• Develop reporting standards for      everyday business and brand performance as well as during a post key      marketing initiatives such as new product launches, media impact, new      creative campaigns, and/or drive periods
• Execute ad hoc analyses and reports, translate data into insights and stories.
• Accountable for the design, refinement, and execution of reporting on overall category      and brand performance and trends inclusive of identification of key      category growth drivers, drivers of key competitive brand performance,      emerging segment/flavor trends, etc. through the brand and consumer lens
• Partner with consumer insights to develop and maintain consumer handbooks which serve as a guide to explain the who, what, why, why not, where, when, and how of each brand’s and competitor’s candy consumers
• Partner with consumer insights to bring together consumers actual behavior from scan or panel data with stated behavior and attitudes
• Identify ways to improve efficiency      using existing capabilities and develop recommendations to improve      capabilities over time inclusive of exploring potential new data analysis      tools, AI, and data visualization partners
• Clearly convey and guide any changes      in requirements needed from data partners to more efficiently and      effectively understand business and brand performance.

Other Duties and Responsibilities

· Fulfill Storck Company Values; Passion, Performance, and Sense of Belonging 

· Other duties as assigned.

Requirements

Required Knowledge, Skills, and Abilities: 

• Data Analysis: Your superpower should be the ability to identify critical trends and key drivers within a wide set of complex and disparate data and turn that into a compelling story for various stakeholders, including senior leadership. Strong analytical aptitude with a proven ability to analyze, interpret, and take appropriate action based on data and insights
• Curiosity: You are naturally curious with a drive to dig deeper to understand the why behind business performance and consumer behavior
• Excel: You are an Excel wiz that knows every trick to turn data into insight to support a clear and visual story
• IRI/Nielson POS and Shipment Data: You are an IRI/Nielson POS and Shipment data guru knowing where and how to dig and understanding the interrelationship and implications of the data
• Experience with Tableau and other data aggregation and visualization platforms