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Director Of Insights

Chicago, IL, USA | Wells Enterprises

  • Industry:
    Food & Beverages
  • Position Type:
  • Functions:
    General Management
    Marketing
  • Experience:
    10-12 years
Job Description:
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The Director Insights is responsible for leading Insights and Sensory to identify key consumer insights across all Wells brands, measure, understand and predict consumer responses to our products, and building a strong portfolio of brands to deliver on business objectives. This role leads the creation of project learning plans that drive the development of consumer driven brands, and influences to think of the consumer first. The Director works closely with the Brand Marketing and Innovation Teams to discover consumer opportunities for growth with the ultimate goal of building consumer demand and driving long term profitable growth.

Directs and leads Insights team managing research projects from inception to completion, including the development of appropriate methodologies, vendor selection, data analysis, report delivery, and presentation of findings.Proactively develops learning plans for brands to uncover unmet needs

Direct and grow Sensory team to develop, design, implement, and run panels, rapid screening methods, consumer market research, and quality control sensory based tests.Ensures effective partnership with Sales, Marketing, Innovation and R&D to initiate test designs, execute required testing, and report findings

Own consumer insight development to ensure insights are translated into actionable Innovation pipeline development.

Ensure our innovation concepts truly address consumer barriers and deliver a unique brand proposition.

Proactively develops learning plans for brands to uncover unmet needs.

Integrates various types of research (analytics, shopper, emerging opportunities) into the Brand Planning process,resulting in one version of the truth. Leads primary research and secondary research (based on core research skills in designing and executing ethnographies, focus/user groups and brand workshops, as well as data analysis).

Monitors the health of the brand using internal and external data resources to identify challenges and opportunities to drive both brand development and volume performance.

Inspires advertising, media, and promotion agencies¿ planning to ensure key consumer insights are reflected in all programs.

Is the voice of the consumer in brand strategy and brand positioning, influencing the brand teams to build consumer driven brands

Leads custom research projects, ensuring each project is grounded in sound methodologies and recommendations. 

Qualifications 

Bachelors Degree; MBA preferred

10+ years of Consumer Insights and including work within Sensory, classic CPG training, experience in insight generation/measurement techniques

Knowledge - Consumer knowledge, research methodologies and sensory applications

Skills - Strong leadership, communication, organizational skills, prioritization, project management influence, cross functional and interpersonal skills, developing and validating new methodologies.

Abilities - Demonstrates a passion for understanding the consumer and their motivations. Demonstrated ability to understand consumer insights that drive the business objectives forward.


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