Description:
As the Insights & Innovation Manager, reporting to the Insights & Innovation Director, you will work on a variety of personal care categories – including Personal Wash, Cotton, Hair and Face. You will partner with the marketing team in creating & implementing brand strategy, developing white space innovations, and executing insightful communications. You will ensure, through both qualitative and quantitative methods, that the marketing teams are driving a consumer-first agenda. You will act as the consumer eyes and ears for Elida Beauty. You will support the direction of decision-making through a clear understanding of the category landscape, brand positioning (Elida and competitors), the needs and trends driving each category, and the consumer insights behind successful marketing activations.
Primary Responsibilities
Strategy and Branding
- Embed the understanding of the target audience, consumer attitudes and behaviors and product usage/benefits into the development of brand strategy documents, including Brand Keys, Archetypes, Segmentations and Tone of Voice guidelines.
Innovation ideation & development
- Identify white space opportunities for each brand in its respective category.
- Guide the development of new concepts and ideas, using consumer feedback to optimize.
- Test ideas on a regular cadence in partnership with the marketing team to ensure a robust funnel of ideas is consistently being generated.
Communications Development and Research
- Support the development of insightful communications that are fueled by consumer needs. Evaluate early-stage ideas and final executions, ensure appropriate optimizations are made before in-market launch. Monitor performance of communications in-market and evaluate competitive communications regularly.
Trends and Competitive Monitoring
- Update broader internal team on macro trends, beauty trends, and economic/social trends.
- Develop formal trends tracking program with the team, using them as input for new products ideas to fuel the innovation funnel.
Packaging (2D/3D) & Formula
- Support brand and R&D teams in evaluating new packaging and formula options, including artwork (2D), structures (3D) and formulas.
Point of Sale and Panel data
- Work with Market Insights manager to monitor business performance, proactively identifying business questions that should be addressed and developing a plan to quickly address them.
- Train the marketing and customer development teams on how to maximize the use of data resources (IRI, Nielsen Point of Sale, and Numerator panel)
Evaluate new tools and agencies
- Evaluate new and faster methodologies in the market research industry.
- Pilot new methods and with the goal of finding go-to partners for the future business.
- Be a partner to the Insights & Innovation Director as well as the Market Insights Manager to support transitions into new data sources by creating a clear change management roadmap.
Qualification Requirements
- Bachelor’s degree required, Master’s preferred.
- 4-6 years of consumer insights & market research background on the client side.
- Experience in leading qualitative and quantitative research and managing projects directly with outside market research agencies with minimal oversight.
- Ability to provide clear direction and feedback on key objectives, sample identification and fielding requirements, and actionable analysis.
- Understanding of key qualitative and quantitative methodologies that work best across the marketing funnel, including but not limited to focus groups, IDI’s, ethnographies, habits and attitudes, equity tracking, trends, DIY platforms, and MMM’s.
- Experience in piloting new methodologies in addition to standard methodologies.
- Fluency in both syndicated and custom data tools to help answer a wide variety of business.
- Understanding of Numerator Panel and IRI/Circana Point of Sale, with the ability to support primary research and conclusions with quantitative data.
- Ability to try new ways to solve old problems from by applying knowledge from industry conferences and sharing with the wider Elida Beauty team.