Job Description
Your Tasks In this role, you will need to manage multiple priorities across a portfolio of brands and as a Consumer & Market Insights leader you will: Represent the “Voice of the Consumer” AND the “Voice of the Healthcare Professional” (HCP) within the organization locally and globally Highlight U.S. macro consumer trends focusing on the social, technological and environmental lenses of the STEEP model to inspire new thinking, novel local strategies, tactics etc. Utilize HCP tracking studies (local and global) to identify key trends related to professional perceptions/ patient recommendations Leverage a wide variety of locally/ globally shared sources (including contracted and no-cost providers) such as Mintel, Kantar, Euromonitor etc. Collaborate with global colleagues to integrate local U.S. trends into global macro trends for a richer overall understanding of opportunities and greater impact on organizational strategic decisions Be an indispensable business partner for decision makers throughout the organization on both local and global initiatives Collaboratively identify business issues/ opportunities in Marketing, Medical Management, Sales, Category Management/ Shopper, RGM, Media, R&D, Regulatory, Legal, Finance & Procurement Maximize value of a variety of available custom and syndicated research sources/ learnings, including resources shared with Category Management (e.g. Numerator, Scintilla, Finch etc.) and Medical Management (e.g. ProVoice) to collectively provide guidance across brands/ key initiatives Collaborate with key stakeholders to support critical decision-making in the brand planning process Identify/ refine category opportunities for Innovation teams (e.g. Regional Innovation Leads, Global Innovation Initiatives etc.) utilizing a variety of foundational research (e.g. U&A, Segmentation, BASES Concept/ Product Testing, Package Testing, Claims Testing etc.) Develop consumer profiles/ personas for Media/IAT utilizing custom and syndicated research (e.g. Panel Data Demographics, ethnography etc.) AND assess advertising effectiveness (e.g. Advertising/ copy testing, Brand Lift Studies etc.) Measure brand health for Brand Marketing utilizing local/ global Consumer and Dermatologist tracking studies, including Category level Brand Health Tracking (BHT), Cross-category MasterBrand Tracking, Dermatologist Recommendation tracking, and Brand Equity/ Positioning studies Support development of professional strategy with targeted research among HCPs for Medical Management (e.g. qualitative assessment of key visuals for use by MedMan reps) Add targeted consumer understanding to Category Management retailer sell-in story development utilizing a combination of qualitative and quantitative research (e.g. Consumer Community surveys, LPO- assortment optimization etc.) Organize insight generation/ application sessions and ideation workshops as needed Manage all phases of the market research process for LOCAL quantitative/ qualitative research projects, coordinating on broader initiatives that are led by Global stakeholders (e.g. GCI, Regional Innovation etc.) Align on all critical aspects of research plans with internal stakeholders (e.g. issue, objectives, methodology, deliverables, budget, timeline etc.) Clarify roles/ responsibilities for all partners and stakeholders including Brand Marketing, Category Management, Medical Marketing and global teams (as relevant to the specific project) Present key learnings and clear recommendations to guide strategic/ tactical decision-making with rich storytelling Collaborate with global colleagues on development of best practice for LOCAL projects, participation in global initiatives and management of cross-brand projects Your Profile The successful candidate must have a Bachelor’s degree in a field which provides necessary analytical ability (e.g. marketing research/marketing, sociology, psychology, business management, communication), strong interpersonal skills and relevant work experience, more specifically: Functional Experience: 7+ years of experience in Consumer Research, Insights or Planning role across a variety of categories and organizations; experience in skincare or dermatology is a plus Familiarity with research tools, techniques and vendors (qualitative & quantitative): Knowledge of a variety of syndicated/ secondary research sources such as Nielsen, Mintel, Euromonitor and custom research vendors including BASES, Behaviorally Familiarity with research methodologies including A&U, Segmentation, Concept Testing, HUT/ PIU, Claims Testing, Package Design Assessment, Price Elasticity, Copy Test