Senior Manager, Brand Insights & Strategy
Senior Manager, Brand Insights & Strategy
Job locationNew York City
Region of responsibilityAmericas
DescriptionAre you thirsty to be part of one of the world’s largest portfolio of billion-dollar spirits brands – Jameson, Absolut, Kahlúa, Avion – just to name a few? Are you looking for a place to bring your passion to work every day and live by values of openness, simplicity, collaboration and entrepreneurship? Are you a champion of consumer centricity? If yes – this could be the perfect role for you!
Our Insights team is at the heart of our transformation vision in how we build brands, go to market, and delight consumers. We’re thought leaders for senior executives, and we’re at the center of several cross-functional change initiatives. As part of an expanding Portfolio Growth team, we’re building game-changing capabilities that are anchored in consumer demand.
Position Summary: The Senior Manager, Brand Insights & Strategy is a leader responsible for driving brand insights strategy and activation for a variety of priority brands at Pernod Ricard USA. This person will proactively identify knowledge gaps, uncover insights, and drive learnings to action with senior marketing partners. The Senior Manager will be a champion of deep consumer and demand moment understanding, with broad application to drive communication, innovation, and renovation strategy.
The successful candidate for this role will:
Have significant experience leading insights strategy and activation across multiple brands
Show a strong ability to proactively influence brand strategy through insights
Know how to prioritize knowledge gaps, build holistic learning plans, and tell consumer stories
Have a well-balanced background with various insights experiences and a broad research toolkit
Be insatiably curious about consumers and culture, and creative in exploring new ways to learn
Have a passion for partnering with analytics to drive holistic consumer & market understanding
Lead insights strategy and activation for a variety of priority brands – ultimately delivering actionable insights to drive communication, innovation, and renovation
Establish annual learning agendas to advance business objectives and brand strategy, driving alignment and activation with local and global partners
Activate demand segmentation insights and instill deep empathy with business partners
Integrate data, trends, and primary research to proactively illuminate consumer opportunities, with a focus on strong storytelling to drive action
Be a thought leader in the insights community, maintaining strong relationships with global Brand Company and Center of Excellence insights partners
Scope of Role: The Senior Manager, Brand Insights & Strategy reports to the Insights Director, supporting a variety of priority brands that will be further specified upon placement. While final team structure will be determined later, there is potential for direct reports.
The Senior Manager will work closely with marketing partners, with insights influence up to VP & CMO levels. The Senior Manager will also work closely with insights partners in global Brand Company and Center of Excellence teams to craft and execute learning plans. The Pernod Ricard US Insights team has a dotted line reporting relationship to the Global Insights Center of Excellence located in Paris.
Education: Bachelor’s degree required, Master’s degree preferred
7+ years of brand insights & strategy experience, with a broad research toolkit and activation success stories
5+ years leading primary quantitative & qualitative research, with demand segmentation experience preferred
Significant experience blending quantitative & qualitative learning for a clear story and action plan
Significant experience building holistic learning plans that integrate data, trends, and primary research
Experience analyzing syndicated shopper data (e.g. Nielsen, IRI, Numerator)
Proven ability to influence a diverse set of stakeholders at VP+ level
Experience driving insights on global brands and working in a global insights community preferred
Experience in spirits, alcohol, beverages, or other image-based categories preferred