Associate Vice President - Consumer Insights
Philadelphia, PA, USA | Aramark
Industry:Manufacturing (Light Industry / Consumer-Oriented)
Job Description:115 people have viewed this job
The objective for the “AVP, Consumer Insights” is to create competitive advantage for Aramark by delivering fact-based consumer understanding and insights that facilitate strategic and tactical decision-making across the organization. This individual will be accountable for defining, leading and managing Market Research, Consumer Insights & Analytics and our proprietary Voice of the Consumer and Patient Connect programs, our portfolio of consumer offerings & retail experiences, menu/product innovation, client specific insights, and other strategic projects. This leader will be positioned in the Marketing Center of Excellence and work closely with both business unit, sales and retention and other COE functional teams to identify Research and Analytics needs and priorities.
Strategy – Develop a deep understanding of Aramark’s target consumers, including their demographic profile, their attitudes, and their behaviors. Follow and highlight macro trends on the consumer landscape. Uncover consumer-level business drivers that explain both what is happening to consumer behavior as well as why it’s occurring. Be the voice of the consumer to the Enterprise and to clients.
Client – work with Sales and Retention teams to be the voice of the consumer and provide strategic recommendations for clients through our analytical process.Present key insights and provide strategic recommendations to clients.
Consumer Brand Development- Provide deep understanding of the current consumer brand landscape across key retail channels (QSR, C-store, Coffee Shops, Fast Casual, Catering, & Vending) to help identify white space opportunities for brand development across core food and beverage categories. Work closely with the brand team to generate new brand concepts that resonate with our key consumer segments and drive differentiation for brand Aramark. Lead consumer validation of new brands and measure consumer satisfaction to determine opportunities to improve the offer/experience.
New Food & Beverage, Higher Ed, Employee Trends for Innovation – Provide an understanding of trends and potential opportunities for new product development. Help the Development teams evaluate potential new ideas.
Operations and Consumer Experience – Lead program management and continuous improvement of our proprietary VOC platform, ‘Your Voice Counts”. Perform rigorous analysis to understand the drivers of overall and detailed customer satisfaction, and the link back to transactions. Help identify opportunity areas of greatest leverage and the steps necessary to improve. Also, lead our Patient Connect Program for our Healthcare Business Unit. Patient Connect is a robust, enterprise-level patient satisfaction rounding tool for food and nutrition services, environmental services, and patient transport. It is an efficient way to improve critical indicators and impact outcomes before the patient leaves the hospital.
Insights Education- Create and manage internally focused dissemination mechanisms for the global enterprise that provides relevant, timely, actionable Insights to core users within business units and functions. Partner with third party research outlets and vendor partners to gather, distill and disseminate actionable insights for the organization.
Executive Team Consultation – Collaborate with the heads of many functions and teams, regularly providing an objective, data-based view on key issues (based on a deep understanding of what the research and market data implies), and based on the voice of the customer.
Research Team Development – Train and develop a “best in class” skill set within the team. Oversee staff's day-to-day work product, including monitoring and analyzing department work as a way to develop more efficient procedures and workflow. Reinforce a Insights/Analytics culture where speed and accuracy are consistently high. Cultivate an environment that fosters the team’s passion and curiosity to learn.
Loyalty Program – Assist in the development of Aramark’s consumer loyalty program, developing an understanding of customers’ lifetime value (LTV).
Vendor and Budget Management – Optimize the portfolio of Aramark’s Research suppliers and vendors to ensure the company is accessing and leveraging “best-in-class” tools, with strong value profiles. Establish, secure alignment with, and manage the Consumer Insights group’s annual operating budget.
Performance & Success Measures
Providing strategic direction for Aramark’s use of Insights to drive outcomes including introducing new approaches, solutions and enabling technology to support the transformation of Aramark into an insights-driven company
Strengthening Aramark’s brand reputation as innovative thought leaders who leverage insights to drive impact for our clients and consumers, supporting our value proposition.
Providing an understanding of the market and consumer landscape and key purchase drivers in all relevant segments
Identifying consumer (base business) growth opportunities, determining the potential business impact, prioritizing, and commercializing in partnership with the relevant Business Unit/Center of Excellence
Identifying unmet consumer needs to inform the development and commercialization of new products and platforms and initiating innovation
ROI on Research & Insights spending and resource investments
Feedback from internal clients and colleagues
CPG/Retail/Hospitality – 15 plus years of Consumer Research & Insights experience from a leading CPG/Retail/Hospitality company, or a fast-paced, highly-innovative consumer business, supporting both new business/brand development/product innovation work as well as ongoing brands and businesses
Syndicated – As a complement to their experience from CPG or a Services company, this candidate may have operated in a Research/Insights role for a major, syndicated data company (Nielsen, Symphony-IRI, Experian, Harris, IPSOS), a major, custom research firm (NPD, Millward Brown, Burke, TNS), or an Analytics/Research role for a boutique firm specializing in Customer Satisfaction (J.D. Power/McGraw-Hill).
Technical Skills (Areas of Deep Knowledge)
Qualitative Methodologies (Ethnographies, Focus Groups, One-on-One’s)
CX Methodologies (Qualtrics)
Concept/New Product evaluation (Product sensory, Concept screening, TURF analysis)
Conceptual knowledge of Data Structures
General Marketing Skills
Ability to understand business partners needs and proactively provide a point of view on how accumulated intelligence and developed innovations can directly meet their needs.
Must demonstrate the ability to impact and influence at all levels of the organization and across the enterprise
Must possess strong organizational, collaboration and strategic agility skills
Ability and desire to work in and take a lead role in fast-paced high-performing teams with a concrete results orientation
Ability to lead and develop team members
Ability to work on multiple critical projects simultaneously; strong project management
Ability to lead a team through a period of fast development to success
Ability to build relationships that lead to advocacy of this function within other ARAMARK business units
Must be performance based, possess high integrity and respect and have a passion for service.
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