Position Summary

Barcel USA is seeking a dynamic, curious, and collaborative Associate Manager, Consumer Insights to help drive growth across iconic brands including Takis, Popcornopolis, and Sanissimo.

As the business continues to expand, this role will play a critical role in understanding consumers, informing marketing decisions, and helping shape business strategy through consumer insights and analytics.

The Associate Manager will combine consumer research expertise with hands-on data analysis across creative testing, brand health, panel data and marketing effectiveness. This role is ideal for someone who enjoys working directly with data, applying strategic thinking, uncovering patterns, and translating complex analyses into clear recommendations that drive business growth.

This position reports to the Senior Manager, Consumer Insights, and supports both Barcel USA and Global Marketing teams.

Key Responsibilities

Creative & Brand Effectiveness

• Manage creative testing initiatives across advertising development and optimization.
• Partner with marketing teams to evaluate consumer response to advertising and communication strategies.
• Support brand health tracking programs by monitoring consumer perceptions, awareness, consideration, usage, and brand equity.

Data Analytics & Business Insights

• Analyze consumer research, syndicated, sales, media, and marketing data to identify trends, diagnose performance, and uncover growth opportunities.
• Develop clear, repeatable analytical models, scorecards, and dashboards that support evidence-based decision-making.
• Collaborate with internal and external partners on marketing effectiveness measurements, including marketing mix modeling and media performance analysis.
• Translate complex analyses into concise business implications and actionable recommendations

Consumer Insights & Research

• Lead qualitative and quantitative research projects from design through reporting.
• Design questionnaires, discussion guides, and learning plans that generate actionable consumer understanding.
• Translate research findings into clear business implications and recommendations.

Collaboration & Leadership

• Partner closely with Marketing, Media & Content, Category Management and Sales teams to address key business questions.
• Present insights and recommendations in a compelling and actionable manner to stakeholders, including senior leadership.

Qualifications

Required

• Bachelor's degree in Marketing, Market Research, Psychology, Business, Data Analytics, Statistics, or related fields.
• 2-5 years of experience in Consumer Insights, Market Research, Analytics, Marketing, or related disciplines, preferably within CPG.
• Strong quantitative analysis skills, with experience interpreting survey data, combining complex datasets, exploring relationships to draw sound business conclusions.
• Enthusiasm for data analysis, with a natural curiosity for investigating patterns and uncovering the “why” behind the numbers.
• Demonstrated ability to translate data and research findings into actionable business recommendations.
• Excellent communication, presentation, and stakeholder management skills.
• Demonstrated initiative, self-direction, openness to feedback, and commitment to continuous learning and development.

Preferred

• Experience with creative or advertising effectiveness testing.
• Experience supporting brand health tracking programs, marketing effectiveness measurement (Marketing mix modeling).
• Advanced proficiency in Microsoft Excel, including pivot tables, lookups, complex formulas, data cleaning, data integration, charts, and analytical modeling.
• Experience with advanced techniques such as significance testing, regression, segmentation, driver analysis, or multivariate analysis.
• Experience with data visualization or business-intelligence tools such as Power BI or Tableau.
• Experience analyzing Circana, Nielsen, or other syndicated CPG datasets.
• Experience leveraging AI-enabled research or analytics tools.
• MBA or Master’s degree in a related field.

Barcel USA LLC is an equal opportunity employer with a policy that provides equal employment opportunity for applicants and employees regardless of race, color, religion, disability, gender, age, national origin, sexual orientation, gender identity, marital status, pregnancy, veteran status, or any other classification protected by law. This policy applies to all aspects of employment, including recruitment, hiring, promotion, compensation, reassignment, layoff, discharge, education, training, and all other working conditions. 

We believe diversity drives innovation and success. We proudly welcome applications from individuals with disabilities, veterans, and women, and are committed to creating an environment where everyone can thrive.