CONSUMER INSIGHTS MANAGER

Location: Chico, CA
Employment Type: Full-time

The Consumer Insights Manager will plan, design and conduct various consumer research studies working with a cross functional marketing team. This includes vendor/partner sourcing, evaluating cost/benefit tradeoffs in research design, leading internal cross-functional collaboration to execute and generate insights to drive decision making. This position contributes to Sierra Nevada’s success by utilizing primary and secondary research to develop a deep understanding of the craft beer consumer.

This role will be responsible for integrating multiple data sources (syndicated data (IRI/VIP), custom quantitative research, various qualitative research projects) to drive planning, inspire creative campaign direction and new product development.

DUTIES

Research Strategy

  • Work with the Brand and Marketing Teams to define the knowledge needs and gaps most critical to driving innovation and growth.
  • Create solutions to fill priority gaps in consumer, shopper, or market knowledge, and be able to articulate their relative return on investment.
  • Manage the execution of qualitative and quantitative research and analysis projects, including supplier proposals, selection, and management.
  • Analyze research results against the stated learning objectives to address key business objectives and hypotheses.
  • Integrate new research results with other learning, market data, and norms to further organizational knowledge.
  • Proactively analyze and synthesize existing qualitative, quantitative, and syndicated data to develop new insights about the consumer, shopper, and market.
  • Communicate and socialize research and analysis findings in a way that drives business action.
  • Collaborate with other functions, representing the voice of the consumer and ensuring consumer understanding across the cross-functional team.
  • Contribute to building the organization’s capability in identifying and leveraging consumer, shopper, and marketing insights.

Analysis 

  • Determine the analysis or research technique employed to answer key strategic questions.
  • Design approach and secure data solution from internal sources or external research partners.
  • Lead the development and analysis of select research studies, including both qualitative and quantitative methods.
  • Synthesize various tracking studies for deriving applicable insights for Brand, Channel and Customer teams.

Communication Management

  • Act as voice of consumer for identified brand or channel.
  • Solicit strategic and tactical hypotheses from key decision makers to drive research design and appropriate tradeoffs.
  • Identify and communicate consumer insights with internal teams to drive both short-term tactical and long-term strategic direction.

QUALIFICATIONS

Knowledge, Skills & Abilities

  • Working knowledge of a broad range of qualitative and quantitative methodologies and key questions for determining appropriate research approaches.
  • Working knowledge of the on- and off-premise beer market, craft beer trends, and beer consumers.
  • Strong analytics – has conducted primary and is familiar with secondary research.
  • Strong writing and presentation skills.
  • Ability to translate key learning and insights into actionable business strategies.
  • Ability to present complicated analytical material in a concise and compelling manner.
  • Ability to proactively anticipate business questions.

Experience & Education

  • Minimum 7 years of broad experience in qualitative and quantitative methodologies and techniques preferred.
  • Marketing research project management, including data analysis, interpretation, survey design and implementation, and report writing.
  • Experience translating business needs into research strategies.
  • Bachelor’s degree in a marketing-related discipline required.
  • Minimum 7 years of consumer research experience (supplier, client or agency) preferred.
  • MBA or Masters degree in applicable Social Science disciplines may be substituted for practical experience.

Selected candidate must pass a post-offer, pre-employment background check and driver's license check. You must be at least 21 years of age to work for Sierra Nevada Brewing Co.

**This position is open until filled**

Sierra Nevada Brewing Co. is an Equal Opportunity Employer





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