The Human Insights Sr. Manager, Brand Insights will play a key role on our North America Operating Unit (NAOU) Portfolio Strategy & Human Insights team. You’ll be responsible for market research consumer & marketplace analytics, and strategic consulting to develop and implement a brand/category learning plan and integrate insights across our Marketing teams and global network.
In this role, you’ll lead custom research and analysis across brand strategy, communication, and innovation and will partner with Marketing stakeholders and cross functional teams. Your insights will shape strategic initiatives, leveraging the power of data and storytelling. Success in this role requires strong communication skills, ability to influence, and comfort working in a fast-paced, dynamic, and networked environment. You’ll bring a strong background in both custom research and syndicated marketing intelligence with a passion for continuous learning.
Key Responsibilities:
Co-create Insights Strategy: Collaborate with Human Insights lead and marketing partners to craft a strategic learning plan, pinpointing key opportunities and challenges for our brands and categories.
Support Brand Growth: Work closely with Marketing to drive brand equity, enhancing consumer relationships and loyalty across our portfolio.
Lead Custom Research: Determine when custom research is needed, manage supplier partnerships, and transform data into compelling insights that guide strategic initiatives.
Deliver Consumer Analytics: Perform trend analysis triangulating a variety of proprietary and syndicated sources to provide comprehensive answers to business challenges, leveraging cross-functional support.
Shape Creative Strategy: Develop insights to inform creative strategy and evaluation, guiding the process from the creation of briefs to the development and testing of campaigns and new visual identities at all stages.
Drive Innovation Pipeline & New Product Launches: Lead the innovation process by identifying opportunities, developing and assessing concepts, and guiding product and packaging development. Support launch of new items, including national selling stories and performance assessment.
Enhance Shopper Understanding: Partner with the Commercial Human Insights team to deepen our knowledge of the shopper journey and how it impacts brand performance.
Apply cross-portfolio disciplines, frameworks and share best practices: Collaborate within the NAOU and global network to share insights, develop capabilities, and apply successful strategies across the organization, including Brand Edge, Consumer Segmentation, Needs States, etc).
Ad Hoc Research: Conduct targeted research to support cross-functional and global initiatives as needed.
Qualifications & Requirements
Minimum:
Bachelor’s degree in social sciences or business-related fields.
6+ years of experience in consumer insight, market research/analysis and/or shopper insights.
Strong knowledge of market research techniques, holistic analysis, and business question resolution.
Experience working directly with Marketing teams and executing and analyzing primary and secondary data related to brands/categories.
Comfortable with both large amounts of data, and qualitative insight iterations with research and technology partners, and able to design effective and efficient insight programs to address business questions.
Collaborative in nature, comfortable both contributing to and utilizing insights, strategies, and activations around our network.
Preferred:
8+ years of experience in custom research working for or with a Consumer-Packaged Goods manufacturer.
Master’s coursework or degree in social sciences or business-related fields is a plus.
Coca-Cola system and/or beverage category knowledge.
Core Skills
Marketing Research Knowledge: Knowledge of custom research methodologies and industry resources (e.g., NIQ, Numerator, Kantar, Circana, Mintel, etc)
Strategic Thinking: Integrate diverse business insights and connect the dots to build upon existing knowledge
Storytelling: Communication skills to craft compelling narratives leveraging data and fact-based information to influence stakeholders
Analytic Ability: Integrate quantitative and qualitative data to identify patterns and inform opportunities and gaps across disparate data sources
Collaboration: Form relationships and serve as a trusted partner and advisor. Share knowledge and best practices
Agility: Adaptable and thrives in fast-paced environment, capable of navigating multiple priorities
Technical Proficiency: Comfortable using advanced tools and platforms to gather and analyze data.
Innovative Thinking & Experimental Mindset: Embrace an innovative approach to problem-solving to tackle tough questions. Thrive in a learning environment, continuously seeking new ways to generate insights and drive impactful solutions.
What We’ll Do For You
Join a globally networked organization where your insights will drive the growth of iconic brands. At our company, your impact is limitless, with opportunities to shape business strategies, contribute to a consumer-first approach, and support our purpose “To Refresh the World. Make a Difference.” As part of the Human Insights team, you’ll collaborate with passionate colleagues committed to understanding people and advising our business partners with actionable insights. Together, we are building a more connected and world-class insights group.