Shopper Insights Manager

Description

As a member of the Shopper Insights Team, the Shopper Insights Manageris expected to bring the shopper perspective to commercial decision making around retail strategy. This role is responsible for managing internal shopper and retail tools, segmentations and external vendors that help extract insights for DPSG customers. This Shopper Insights Manager will work in partnership with Sales, Category Management and internal and external partners in the development of strategies for all commercial touch points.

This position will proactively identify and implement innovative analytic methodologies to further the understanding of our shopper including the rational and emotional dimensions of behavior and its impact on product sales. As well as help evaluate and select external research suppliers and consultants. The Shopper Insights Manager will also help establish action standards by research methodology that could be used across the entire Insights department.

The ultimate responsibility of this position is to provide the organization with actionable shopper-related information in a uniform/standardized manner. This position reports to the Director of Shopper Insights and is based in Plano, TX.

Essential Functions:

• Represent the shopper POV across critical strategic decision-making
• Deliver a POV and recommendations based on shopper data points across a multitude of resources
• Leverage primary and secondary research to address shopper issues specific to retail customers, and to determine how these issues impact the sales for priority brands
• Provide leadership in harnessing the most powerful shopper understanding tools in order to leverage true, untapped insights while balancing this with a fiscal accountability (budget management)
• Manage all aspects of shopper research including both quantitative and qualitative research
• Identify opportunities for standardization of analytic techniques to enable a consistent framework for evaluation of retail performance
• Ensure analytic methodologies are developed in a consistent manner to optimize department’s efficiency and effectiveness

Qualifications

• 5 years shopper/consumer marketing research, ideally on client/manufacturers side.
• 1 year CPG/Beverage industry experience
• Experience in commercialization process and/or go to market solutions.
• Experience in study, design, management and application of the following types of research: quantitative and qualitative research, concept tests, awareness and usage/usage and attitudes, positioning, segmentation, communication/merchandising, packaging, store scanner analysis, consumer tracking, loyalty card data and ethnic research.
• Syndicated marketing research databases (Nielsen, IRI, MRI, SIP, etc.)
• Bachelors in a related field (MBA in marketing or marketing research could be an asset)

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. Minorities/Females/Protected Veterans/ Disabled