Senior Director, Commercial and Shopper Insights

Location(s):

United States of America

City/Cities:

Atlanta

Travel Required:

00% - 25%

Relocation Provided:

No

Job Posting End Date:

April 19, 2024

Shift:

Job Description Summary:

The Senior Director, Commercial & Shopper Insights will play a critical role on the leadership team for Portfolio Strategy & Human Insights (PS&HI) in the North America Operating Unit (NAOU), leading a team responsible for driving a deep understanding of Shoppers, Guests, and marketplace trends. This role will be a leading voice for shopper and diner strategies in Marketing, and a strong collaborator with Commercial partners in Channel Planning and Category Leadership to develop winning commercial strategies and thought leadership, driving Collaborative Business Planning and growth with Retail, Food Service and On-Premise customers. In addition, this role will be highly networked across the organization (within NAOU and globally) to ensure effective cross-pollination of knowledge and to inform strategic initiatives using the power of data, analysis, and insights.

This role requires strong influencing and communication skills (written, verbal and visual), comfort working in a networked environment and ability to balance multiple priorities and stakeholders. The ideal candidate will have advanced experience working with shopper/guest, channel and market insights dynamics and be able to design and socialize frameworks for broad use across Marketing and Commercial organizations (e.g., Segmentation, Trip Missions, Drinking Moments and Occasions). Should also have a strong knowledge of custom research techniques, syndicated marketing intelligence sources, and a growth mindset with a strong aptitude for continuous learning. Experience working in Retail/Food Service is a plus.

What You’ll Do for Us:

• Lead Commercial/ Shopper insights team and talent development.

• Co-creates development of Commercial and Portfolio insights learning plan and objectives with NAOU PS&HI Lead, global insights network and Commercial partners, identifying key knowledge gaps and insights-driven opportunities and threats for channels and evolving shopper/diner behaviors.

• Partner with Marketing leadership to drive shopper-first insights and growth opportunities; enable brand equity building through strong shopper and diner strategies that drive recruitment and loyalty across portfolio and channels.

• Develop holistic shopper/digital/guest understanding and purchase journey associated with channels and modes of shopping/dining. Fuel Commercial plans and content for Collaborative Business planning, positioning NAOU as thought leaders across channels and customers.

• Design and commercialize cross-portfolio disciplines and frameworks (e.g., Shopper/Guest/Household Segmentation; Trip Missions; Drinking Moments & Occasions; Game Board; Macro Forces and Trends; Path-to-Purchase Points of Inspiration; etc.)

• Perform trend analysis and other consumer/shopper/guest analytics to deliver holistic answers to business questions, often utilizing support from Platform Services and leveraging partnerships with a wide array of data partners (Numerator, Nielsen, 84.51, Circana, etc.)

• Identify and scale innovative applications of existing data sets for wider thought leadership across Marketing & Commercial teams

• Partner with Platform Services to influence and optimize proprietary shopper/guest-driven tools (iSHOP, DINE, BGM).

• Partner within NAOU and global insights network to share insights, best practices and learnings, capabilities development and apply best practices from other OUs

• Perform ad hoc research as needed to fill shopper and diner knowledge gaps, applying both qualitative and quantitative methods

Qualifications & Requirements

Minimum: 

• Bachelor’s degree in social sciences or business-related fields

• 8+ years of experience in shopper/guest insights, consumer insights, market research/analysis, and/or retail/restaurant customer insights

• Expertise in leading insights and analytics workstreams in partnership with marketing or sales teams, leveraging both primary and & secondary data sources

• Must be collaborative in nature, comfortable with indirectly influencing and stewarding adoption of insights, strategies, and frameworks across diverse NAOU insights functions

• Able to conceptualize frameworks and research models for diverse marketing and consumer insights problems

• Comfortable with both large amounts of data, and qualitative insight, iterations with research and technology partners and able to design effective and efficient insight programs to address b