Assoc Manager, Consumer Insights - Full-time

Description

As a member of the Consumer Insights Team, the person in this role is expected to bring the consumer perspective to marketing decision making around brand strategy, positioning, consumer communication, targeting and innovation. This role is responsible for managing internal consumer and brand tools, as well as external vendors to help extract insights for the DPSG brands.

This position will proactively identify and implement innovative analytic methodologies to further the understanding of our consumer including the rational and emotional dimensions of behavior and its impact on product sales. They will help evaluate and select external research suppliers and consultants. They will also help establish action standards by research methodology, that could be used across the entire Insights department. They will interpret the research findings to internal brand teams, to aid in the development of strategies for all consumer touch points.

The ultimate responsibility of this position is to provide the organization with actionable consumer-related information in a uniform/standardized manner. This position reports to a Manager of Consumer Insights.

The ideal candidate will bring 3-5+ years of progressive consumer market research experience, either client side or agency/vendor. A successful candidate will fully understand concept tests, product tests, awareness and usage/usage and attitudes, positioning, segmentation, communications/advertising, qualitative research, and consumer tracking. Specific experience in CPG consumer insights and/or experience with Hispanic or multi-cultural marketing would both be considered a significant plus.

The position is based in our Plano, Texas headquarters, with 15% travel.

Position Responsibilities

• Demonstrate ability to design, manage, analyze, and communicate primary market research related to a specific business question
• Manage all aspects of consumer research including both quantitative and qualitative research
• Leverage primary and secondary research to address brand and beyond-the-brand issues specific to consumers, and to determine how these issues impact the company across brands
• Represent the consumer POV across critical strategic decision-making
• Deliver a POV and recommendations based on consumer data points across multitude resources
• Provide leadership in harnessing the most powerful consumer understanding tools in order to leverage true, untapped insights while balancing this with a fiscal accountability (budget management)
• Identify opportunities for standardization of analytic techniques to enable a consistent framework for evaluation of brand performance
• Ensure analytic methodologies are developed in a consistent manner to optimize department’s efficiency and effectiveness
• Through understanding of primary Market Research techniques, communicate limitations of application of data and caveats
• Report results of studies in a manner that maximizes their added value

Qualifications

Qualifications

1.Bachelor’s degree from an accredited institution, major in Business, Marketing, Market Research or Psychology, or related field.
2.3 years consumer market research experience, to include study design, management and application of various types of marketing research
3.3 years experience using syndicated data like IRI or Nielsen

Dr Pepper Snapple Group, Inc. (NYSE: DPS) is one of North America’s leading refreshment beverage companies, manufacturing, bottling and distributing more than 50 brands of carbonated soft drinks, juices, teas, mixers, waters and other premium beverages.

With a brand heritage spanning more than 200 years, the DPS portfolio includes some of the most recognized beverages in the Americas. More than 75 percent of the company’s overall volume is from brands that are either #1 or #2 in their flavor categories. In addition to its flagship Dr Pepper and Snapple brands, the DPS portfolio includes 7UP, Mott’s, A&W, Sunkist soda, Hawaiian Punch, Canada Dry, Schweppes, RC Cola, Diet Rite, Squirt, Penafiel, Yoo-hoo, Rose’s, Clamato, Mr. & Mrs. T and other well-known consumer favorites.

Dr Pepper Snapple Group is an equal opportunity employer and affirmatively seeks diversity in its workforce. Dr Pepper Snapple Group recruits qualified applicants and advances in employment its employees without regard to race, color, religion, gender, sexual orientation, gender identity, gender expression, age, disability, genetic information, ethnic or national origin, marital status, veteran status, or any other status protected by law. Equal Opportunity Employer. M/F/D/V