What are the responsibilities and job description for the Consumer Insights Manager position at GoTo Foods?
Job Summary
The Consumer Insights Manager is part of our Consumer Insights & Analytics team. The Consumer Insights Manager’s mission is to support marketing and consumer research initiatives along with business analytics across brands and marketing activities. They will be responsible for all phases of primary and/or tracking research, working with external research suppliers as needed, and analytics to inform strategic decision making. This individual will be a strategic partner in helping our brands leverage consumer insights and data-driven analysis to drive performance and brand preference.
Essential Functions
The Consumer Insights Manager is part of our Consumer Insights & Analytics team. The Consumer Insights Manager’s mission is to support marketing and consumer research initiatives along with business analytics across brands and marketing activities. They will be responsible for all phases of primary and/or tracking research, working with external research suppliers as needed, and analytics to inform strategic decision making. This individual will be a strategic partner in helping our brands leverage consumer insights and data-driven analysis to drive performance and brand preference.
Essential Functions
- Identify key business questions, drivers, and trends to inform decision making and planning (portfolio and brand level)
- Conduct strategic analysis across all areas of our business including LTOs/promotions, Market Testing, Marketing, Off Premise, Catering, etc.
- Partner proactively with brands and marketing leadership to better define consumer research needs/requirements, objectives and how research can/will influence strategic plans
- Manage all aspects of research projects, from recommending methodologies, identifying vendors, managing design and scope of research
- Regular engagement with brand marketing teams in order to ensure that research and analytics findings and insights are embedded in their business plans and strategies
- Develop analyses using internal and syndicated sources to provide insights and fact-based points of view on key business and strategic priorities and initiatives
- Gather market research and competitive intelligence through a variety of tools and resources
- Support leadership through ad-hoc requests
- Bachelor’s degree in business administration, business analytics, marketing or market research, or related field.
- 2 years of experience in consumer and guest research within the restaurant industry, Preferred
- 2 years of experience in business/marketing analytics, business intelligence or related field, within the restaurant industry, Preferred
- Advanced Knowledge of Microsoft Excel and PowerPoint
- Experience in social listening, customer segmentation, pricing elasticity, brand positioning, share of wallet analyses, path to purchase, return on marketing spend, concept & copy testing, menu innovation
- Ability to communicate complex information and implications both verbally, in interactions with senior customer leaders, and in written presentations, utilizing "storytelling techniques" to communicate a clear, compelling and cohesive story
- Ability to analyze quantitative and qualitative data to identify patterns, opportunities and gaps, and integrate across disparate data sources
- Ability to quickly navigate ambiguity and large amounts of data
- Organization skills with detail-oriented project management
- Attention to detail with a focus on quality
- Experience organizing, prioritizing, and managing multiple tasks and requests
- Ability to quickly build trust and partnerships across various stakeholder groups
- Ability to learn new software and/or web-based tools quickly
- May be required to travel up to 25% of the time