What are the responsibilities and job description for the Consumer Insights Manager position at Mahou USA?
SUMMARY
The Consumer Insights Manager is responsible for leading consumer understanding and translating insights into strategic recommendations that guide strategic & commercial decisions across Mahou USA. This role serves as the primary insights partner to various internal teams, ensuring the voice of the consumer is embedded in all business decisions.
ESSENTIAL DUTIES AND RESPONSIBILITIES
Includes the following. Other duties may be assigned.
- Own the full consumer learning agenda for the Founders and Avery brand portfolios: defining key questions, designing research plans and prioritizing learning needs aligned to brand, portfolio and innovation strategies.
- Lead end-to-end research projects including scoping, vendor management, methodology selection, budget stewardship, and insight translation.
- Translate consumer, market, and category insights into clear, actionable recommendations that inform brand positioning, campaign development, innovation roadmaps and packaging/design decisions.
- Identify emerging consumer trends, category shifts, and whitespace opportunities using primary research, syndicated data (IRI/Nielsen, Numerator, VIP), and cultural trend signals.
- Serve as the organization’s expert on category and consumer dynamics within but not limited to beer, NA beer, RTD beverages, and broader beverage-alcohol occasions.
- Partner closely with Brand Marketing to inform brand strategy, campaign briefs, creative development, and pre/post-launch campaign measurement.
- Guide early-stage innovation by leading product opportunity assessments, concept development research, early formulation feedback, and commercialization testing.
- Co-lead KPI development for new product launches, creating dashboards and performance reporting frameworks that track KPI’s performance post new product launch.
- Provide insight-driven recommendations for portfolio optimization, pricing strategy, packaging evolution, and channel-specific execution opportunities.
- Develop and maintain regular reporting that delivers actionable, digestible insights for leadership and cross-functional partners.
- Build stronger analytical frameworks that connect consumer sentiment, shopper behavior, and in-market performance to guide decision-making.
- Elevate the organization’s consumer-centric culture by presenting on consumer trends, leveraging insight tools.
- Strengthen internal processes for research intake, project planning, innovation stage-gate work, and communication of insights across the business.
- Understand consumer behavior in our taproom(s), with a actionable insights to enhance the guest experience
QUALIFICATIONS, SKILLS, KNOWLEDGE & EXPERIENCE
- Bachelor's degree (B. A.) from four-year College or University. A degree in Marketing and/or Consumer Insights, Statistics or related field is preferred.
- Specialized certification in Insights, Analytics, or Research preferred
- 5-7 years of experience in consumer insights, market research, analytics, or related roles within a CPG, beverage, or retail organization.
- Proven experience leading end-to-end research projects (qualitative and quantitative), including agency management and budget oversight.
- Strong working knowledge of syndicated data sources (IRI/VIP and Numerator strongly preferred).
- Experience supporting brand strategy, innovation development, and cross-functional decision-making.
- Prior work in the alcohol, beverage, or food industries and an understanding of the 3-tier system is a strong plus.
- Strong analytical skills – able to distill key insights from large amounts of data & comfortable with extensive desk research and field research to uncover compelling consumer trends
- A clear communicator who provides easy to understand recommendations to internal Marketing- and cross-functional teams.
- Demonstrated ability to build influence across cross-functional partners and act as a strategic thought leader.
- A collaborative team player who contributes to a positive, consumer-first, insight-driven culture.
- Conducts oneself professionally. Approaches others in a tactful manner and treats others with respect and consideration regardless of their status or position.
- Consistently achieves desired outcomes on time and with a minimum of avoidable errors and issues.
- Proficiency in Microsoft Office suite.
Compensation & Benefits:
- Competitive Salary Range
- Health, dental, vision, and other coverage for all employees starts date of hire.
- 401(k) matching
- Paid time off, volunteer time, and floating holidays
- Employee Assistance Program
- Paid sabbaticals with tenure
- Paid parental leave for all employees