Director of Consumer Insights

Description

The Director of Consumer Insights will lead the function for the Canada market and will partner with the Business Unit President and Marketing leadership to enable consumer-first thinking to inform strategy, with a consumer-informed forward-thinking approach.

This role is a key member of the North America Consumer Insights leadership team.

The Director of Consumer Insights will set the Consumer Insights agenda and identify future growth opportunities / white space for the BU.

The role is also accountable for driving the Enterprise-Wide transformation agenda for insights within the BU while championing the consumer and keeping the most meaningful business actions at the forefront across the relevant platforms, categories and brands.

This influential role is responsible for identifying, developing and integrating consumer insights throughout these businesses to drive a growth mindset and agility while driving a consumer-obsessed culture.

The Director of Consumer Insights will have leadership responsibilities and will need to adapt and flex to needs on both leadership, management and day-to-day coaching infusing the right behaviours throughout their insights team (e.

g. prioritize, drive future mentality and synthesize / distill information into actionable insights, etc) crafting a culture and focus of organic brand growth & innovation.

This position will have input into the transformation agenda roadmap to include areas in foresight, prediction, agility, capabilities agenda, digital revolution, social listening, partner consortium, and more.

The Role Key Skills :

• Strategic : Be a key strategic business partner & thought leader to the BU Marketing team. Demonstrate your understanding of the consumer, research methodologies / techniques, best practices and experience to drive the business forward
• Influential : Influence at all levels of organization (above & below) and work seamlessly with cross-functional teams.
• Impactful : Drive the "so-what’s" by making actionable recommendations routed in deep understanding of marketing, business and consumer
• Flexible : Be adaptable and creative to adjust to changing priorities and business challenges. Tackle ambiguity, while showing strong drive for results and project leadership skills
• Strong Communicator : Showcase strong communication skills through distilled clean / concise insights that drive empathy and storytelling behaviours though the organization
• Self-motivated : Prioritize multiple workstreams & contending priorities, and distill a plan that can be implemented for the team
• Analytical : Ability to see through data and recognize patterns to inform brand actions better
• Collaborator : Works well in a fast-paced, entrepreneurial environment
• Mentor & People Leader : Drive to share knowledge and develop an impactful team
• Curiosity & Action : Intellectual curiosity and creative insight, coupled with a drive for actionable, tangible results
• Influence : Ability to influence at senior levels of an organization and drive impact.

Key responsibilities

• Key Point of Contact for Business Unit key lead to unlock critical initiatives across platform
• Unearth genuine consumer insights / pain points across platform and help identify growth opportunities for brands that help improve our long-term equity & innovation efforts
• Leverage strategic work to identify dig sites for innovation, partner with marketing and R&D to identify, develop and size a multi-year pipeline of new products
• Develop and lead integrated, comprehensive research plans across key Ps of marketing (Communication test, Product / Claim tests, Packaging tests et al for both existing products and new products)
• Help shape the 3-year Growth Strategy and assist teams in pulling through to brand’s annual marketing plans, including strategy, creative development and optimization
• Drive Enterprise Transformation Agenda - Help develop consumer insights standard methodologies and centre of excellence initiatives
• Leverage insights to continuously build brands that consumers love
• Lead a team of 3 direct reports

Qualifications

• A minimum ten (10+) years of strategic insights / consumer research experience is required
• Previous people leader experience required
• Experience working across a portfolio of products on the manufacturer / client-side highly preferred
• Leadership credentials in driving vision - prior people management experience required
• Proficiency with different qualitative & quantitative research tools across advertising, innovation, brand building & syndicated services
• Validated ability to distill insights and drive impact into an organization bringing the consumer to forefront
• High level of tolerance for working in ambiguity, handling and leading change management / transformation
• Experience and comfort in POS (Nielsen / IRI), Panel, and social listening is required
• High level of experience in analytical tools is required
• High degree of emotional intelligence and ability to build effective working relationships
• Proficient at storytelling in creative, influential & impactful ways - excellent communication, organization and presentation skills (written, oral, and across Microsoft Office Suite)

Location(s)

Toronto - Queen's Quay - Headquarters