Director, Consumer Insights

Company Description

The Consumer Insights team sits within Brand Marketing at Red Bull North America and is the hub of marketing insights and strategy across the US business. The mission of our team is simple but impactful—to be the voice of the consumer and spotlight opportunities focused on growth. Consumer Insights is divided into three verticals, including Brand & Product Insights (our largest and the one which this role oversees).

Job Description

INSIGHTS AND STRATEGY

Analyze, translate and socialize data for meaningful impact to the business

Leverage expertise across qualitative and quantitative methodologies that span custom research, brand tracking and syndicated data

Skillful in the art and science of insights—savvy in analyzing data but even better at translating/socializing it for meaningful impact.  This will be achieved with proven skills in:

Lead agile and DIY research/analytics

Forecast insights needs in partnership with Senior Director of Consumer Insights

Predict/understand what questions will need to be answered by keeping finger on the pulse of the category, consumer trends, and the organization

Leverage POS/offtake and shopper panel data (e.g. IRI, Numerator)

Connect the dots across data and people, and have a bias for action to drive short- and long-term decision-making

Embed the Brand & Product Insights vertical into cross-functional marketing teams via strong relationships/interpersonal networks and impact-driving work

Lead translation of insights into frameworks, strategies and guidance, to be embraced by junior-level marketers all the way to the C-suite

Present insights by telling stories, captivating and inspiring teams, influencing stakeholders, and making complex information easy to understand/apply

PEOPLE MANAGEMENT

Elevate Consumer Insights talent through direct line management and strong influence across sales, marketing, and other insights teams:

Coach and develop direct reports to exemplary individual and “team within a team” performance

Collaborate and innovate across Consumer Insights pillars (Field Marketing Insights, Audience Insights) to extend the Consumer Insights halo across Red Bull’s regions and other marketing & media teams

Serve as part of the Brand Marketing Leadership Team, representing a senior-level voice for the consumer within US marketing

STAKEHOLDER MANAGEMENT

Manage external vendors and agencies, with natural enthusiasm for continually exploring and experimenting with new, creative, impactful ways to do research

Elevate Consumer Insights presence and influence across departments and other insights teams within Red Bull

Cultivate a deep network of cross-functional relationships at all levels of the organization that garners buy-in for research, facilitates collaborative planning and provides intelligence that helps build a future-focused insights pipeline

Be the clear owner of key cross-functional relationships for the Consumer Insights team—specifically within Brand Marketing (e.g. Product Marketing, Advertising) and Shopper Insights (within sales)

PROCESS & PLANNING

Direct the Brand & Product Insights vertical as a leader who is equally focused on driving impact today and evolving the team for even higher levels of achievement and productivity tomorrow; specifically:

Build and maintain a robust project pipeline that balances ongoing initiatives (e.g. brand tracking, marketing program measurement) with identification of custom white space research opportunities (Quant, Qual, Secondary)

Collaborate with the Sr. Director of Consumer Insights to develop the team’s annual plan and objectives, which serve as key inputs into Red Bull’s multi-year growth plan

Enhance the team’s approach to storytelling and socialization, always experimenting with ways to share insights in a dynamic, actionable way

Develop new capabilities for the team that promote greater research agility and cross-functional impact

Qualifications

10+ years of insights experience, ideally in both vendor- and client-side roles, with very strong foundation in custom research

CPG experience is critical; additional expertise in beverages, sports, gaming, lifestyle brands, and/or media is preferred

Direct experience with Circana and Numerator data is a huge plus

Must be an expert in PowerPoint and Excel; proficiency in SPSS, Tableau or other data analysis/visualization software is strongly preferred

Multi-year experience in managing direct reports with a track record of coaching to promotion and development milestones

Personal network of agency/vendor relationships and deep experience in managing external agency partners and data sources

Strong data analyti