Director Shopper Insight

Job Summary

Leads key customers by driving new issues-oriented, customer-specific shopper insight work. Translates broad, cross-customer shopper insights and category knowledge to indentify & address customer opportunities and feeds customer-specific needs into the broader brand building/brand development process. Plays a critical role in the acquisition, analysis, interpretation, development and dissemination of both consumer and shopper insight. 7+ years industry experience.

Position Responsibilities

Oversee team in analyzing data and translating findings into meaningful insights, integrating relevant business knowledge as well as learning from other projects/sources.

Through overall strategic development, clearly and persuasively communicate insights, implications and recommendations to project team, Sales, customer teams and ICM team members.

Act as expert with in-depth knowledge of key customers' shoppers.

Leverage shopper insight and consumer/market trend information to cultivate and influence our relationships with key customers, both at the strategic and tactical level.

Develop credibility and manage strong working relationships directly with the customer, Field Sales, Category Leadership, Brand Marketing, In-store Marketing and Shopper Marketing. Successful interactions with these functions will ensure that the insights gained from research studies and the customer interaction are communicated and translated into actionable strategic programs, to provide mutual benefit for ConAgra and our key customers.

Fill insight gaps through the design and execution of qualitative and quantitative insight projects. Execute and direct insight projects to identify and address customer issues. Respond to/help shape customer-identified shopper insight initiatives.

Identify and integrate broader shopper knowledge to help formulate customer-specific insight programs. Provide input to the design and analysis of broad, cross-customer shopper understanding projects, including shopper attitude & usage, need state/occasion based segmentation, retail brand equity, pricing sensitivity, etc.

Conduct and/or direct research to provide insights and recommendations into store placement, shelving, POS, and assortment issues, working closely with In-Store Marketing, Shopper Marketing and Category Leadership.

Identify, utilize and manage external vendors as appropriate.
Collaborate and build partnerships with research and syndicated data suppliers to drive breakthrough research designs that are directly correlated to key shopper business questions.

Understand and apply consumer/shopper research fundamentals, techniques and methodologies. Apply qualitative and quantitative research techniques. Possess basic familiarity with advanced research design and analytical approaches.

Independently manage multiple research projects from start to finish

Analyze data, interpret learning, and extract insight.

Position Qualifications

Knowledge of market research methodologies including statistics, research design, marketing and product development applications

In-depth understanding and experience with the measures of analytical methods

Strong communications and interpersonal skills

7 years actual experience in consumer goods

Advanced degree preferred with 3 years supervisory experience