About the Opportunity

This role will be an on-site position located in Bakersfield, CA. There is no relocation assistance, and we are unable to sponsor or take over sponsorship of an employment visa.

As a key member of the Insights & Business Solutions team, and as the lead of the Market Insights team, you will assist in the development and execution of Sales & Marketing’s key initiatives by managing and supporting a broad range of related projects and activities, supported by a team of domain managers and analysts.

The Market Insights team is comprised of three primary areas of focus: Market Research, Category Insights and Demand Insights. Responsibilities include leadership and guidance of the Market Insights team through management of market research of Sales & Marketing initiatives, category insights and market landscape analysis, demand potential, customer planning and strategic planning. In this role, the Sr. Manager of Market Insights will lead the Market Insights team along these workstreams partnering closely with the Manager of Market Research & Category Insights. By providing expertise to guide Sales & Marketing stakeholders, and other teams that partner with Sales & Marketing, this role will contribute key insights to support better business decisions. The Sr. Manager of Market Insights contributes insights to critical initiatives that improve Driscoll’s effectiveness in strategic planning, program execution and continuous improvement. This role will also incorporate, measure and track consumer trends and voice.

 

Responsibilities

• Lead all aspects of our Market Insights team focused on 3 main areas of work that inform key business decisions/actions for our Sales & Marketing teams:  Market Research, Category Insights and Demand Insights.
• Lead and manage a diverse team of domain experts and project manage all aspects of monthly support of Sales and Marketing departmental initiatives and ongoing business activities.
• Guide long range demand potential projections and modeling for the 5 year strategic plan and guide support of the annual and mid-range demand planning processes in partnership with Market Development.
• Partner closely with Marketing and R&D to provide critical consumer feedback on new products and new product positioning in the marketplace.
• Measure and track brand health metrics from all aspects of funnel (awareness to purchase) including Net Promoter Score, Need State Mapping across the U.S. and Mexico
• Utilize CPG and consumer brand experience and familiarity with Nielsen and other market related data tools and metrics.
• Measure and provide feedback on all new packaging designs that impact brand architecture.
• Track consumer macro-trends from demographics, sustainability and shopping behaviors to inform Marketing strategies.
• Measure and track effectiveness of brand campaigns across advertising and brand positioning.
• Lead team members on tracking of all key performance metrics Related to the 4 C’s of Customer, Consumer Category and Competitor for the Sales and Marketing department through strategic score cards and dashboards.  Ensure timely and accurate reporting accompanied by key insights and/or implications informed through cross-functional inputs.
• Lead the development of strategic Category and Shopper insights to further build the berry category and present findings to Sales & Marketing as well as Driscoll’s leadership through annual and recurring business reviews and Market Landscape presentations.
• Guide development and execution of Driscoll’s customer satisfaction measurement and deliver strategic implications.
• Guide development and execution of consumer satisfaction measurement as well as the delivery of key implications and insights.
• Lead the following activities in partnership with the Manager of Market Research & Category Insights:
  • Guide measurement and tracking of brand health metrics from all aspects of funnel (awareness to purchase) including Net Promoter Score, Need State Mapping across the U.S., Canada and Mexico
  • Guide measurement of and provide feedback on all new packaging designs that impact brand architecture.
  • Track consumer macro-trends from demographics, sustainability and shopping behaviors to inform Marketing strategies.
  • Guide measurement and tracking of the effectiveness of brand campaigns across advertising and brand positioning.

Manage and work closely with key research and analytics internal or vendor partners to deliver on critical inputs to the strategic plan and key departmental initiatives. Perform annual and ongoing needs assessment of key business needs of the Sales & Marketing teams and evaluate vendors to align with these requirements. Shape