Consumer Insights Manager, Dr Pepper - Full-time

Description

The Consumer Insights Manager is expected to bring the consumer perspective to marketing decision-making around brand strategy, positioning, consumer communication, targeting and innovation, for the Dr Pepper flagship branded beverages. This role is responsible for managing internal consumer and brand tools and external vendors that are leveraged to extract insights for the Dr Pepper brand.

They will work in partnership with Brand Marketing in the development of strategies for all consumer touch points. This position will proactively identify and implement innovative analytic methodologies to further the understanding of the consumer including the rational and emotional dimensions of behavior and its impact on product sales.

This person will evaluate and select external research suppliers and consultants. The Consumer Insights Manager will also establish action standards of research methodology that could be used across the entire Insights Department. The ultimate responsibility of this position is to provide the organization with actionable consumer-related information in a uniform/standardized manner.

This role is office based at our Plano, TX headquarters, with 20% travel ( to focus groups) and reports to the Director of Consumer Insights.

Responsibilities

• Analyze and interpret large sets of data to drive company and brand strategies
• Represent the consumer POV across critical strategic decision-making and deliver recommendations based on consumer data points across multitude resources
• 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
• Provide leadership in harnessing the most powerful consumer understanding tools in order to leverage untapped insights while balancing this with a fiscal accountability (budget management)
• Manage all aspects of consumer research including both quantitative and qualitative research
• 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
• Manage suppliers in the execution of research studies (qualitative and quantitative) and the reporting of results in a manner that maximizes their added value

Core Competencies

• Deep understanding of primary Market Research techniques, their application and caveats
• Experience in study design, management and application of the following types of marketing research: concept tests, product tests, awareness and usage/usage and attitudes, positioning, segmentation, communications/advertising, qualitative research, consumer tracking
• Understanding of emerging techniques/methodologies and their application is valuable
• Demonstrated ability to effectively communicate primary market research related to a specific business question
  

Qualifications

• A bachelor’s degree in Business, Marketing/Market Research or Psychology, from an accredited university
• 6 years of consumer marketing experience, can be a combination of manufacturer/client side and research supplier side.
• 6 years proficiency in all MS Office applications and syndicated data sources like Nielsen or IRI, etc
• 2 years proficiency in statistics (experience with analyzing raw data and working within SPSS, or like software)

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/Disabled/Protected Veterans