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JOB OVERVIEW:

The Manager of Consumer Insights provides day-to-day independent project design and analytical leadership for a variety of custom and syndicated research to guide business building decisions. The Manager is expected to make proactive contributions by identifying where consumer insights can impact key business initiatives. Additionally, the Manager will identify opportunities and help reduce risk in decision making, in order to optimize the brand, guest and food experience.


ROLES AND RESPONSIBILITIES:

-Applies an understanding and knowledge of consumer, market, and industry trends; leverages such knowledge to advance brand initiatives

-Defines brand-building opportunities based on strengths, weaknesses, opportunities and threats to the brand, as well as consumer and industry trends; recommends actions that drive the business forward

-Defines business problems and identifies knowledge gaps where consumer insights can impact key business initiatives

-Align and execute brand learning plans in partnership with cross-functional teams; works collaboratively with internal partners to ensure business issues are translated into specific, measurable, research objectives

-Promotional Development / Menu Strategy: Inspire creativity, leading to break-through ideas. Collaborate with Brand Marketing to manage projects through the internal gate process.

-Consumer Communication Development / Measurement: Assist in the development of KPIs across multiple communication channels and the tracking of performance.

-Synthesis of insights across guest, operations, business performance and competition to holistically address key business questions.

-Designs consumer insights research; sets objectives, plans, and manages consumer research studies; manages ad-hoc research requests to gather data and/or insight

-Manages resources, external vendors, contracts, scope, and budgets for projects; supports and manages budgeting, contract agreements, and invoice payment - provides ongoing communications support on project status to ensure senior management alignment

-Demonstrates agility in managing multiple priorities and projects in a complex environment


REQUIRED TECHNICAL SKILLS:

-5+ years market research or consumer insights experience; preferably in hospitality, retail, or agency.

-Demonstrated ability to mine insights from custom research, syndicated data and 1st party data. Proven ability to integrate data across multiple sources and provide direction to a cross-functional team.

-Consumer Insight Identification and Communication: Demonstrates the capability to translate data into insight

-Consumer Knowledge: Demonstrates empathy and knowledge of current consumer and industry behaviors, trends, attitudes, preferences, and needs.

-Brand Strategy Development: Demonstrates the capability to develop a clear and compelling brand strategy including the evaluation of Brand Health, Consumer Communications Strategy and Menu Strategy.

-Project Management: Demonstrates the capability to achieve desired outcomes on time and within budget through the application of project management principles and techniques.


REQUIRED EDUCATION:

- Bachelor’s degree in Business, Consumer Research, Marketing or related field


OTHER KEY QUALIFICATIONS:

- Passion for food and hospitality – Customer-service oriented – Can-do attitude - Some travel required


PREFERRED SKILLS AND EXPERIENCE:

-Advanced degree