Consumer Shoppers Understanding Manager, Canada (Maternity Leave Contract)
About the Role:
The purpose for the role of Manager, Consumer Shoppers Understsanding Canada is to provide consumer centric inspiration and factual analysis to enable confident business decisions. The Manager should act as a strategic business partner to cross-functional teams and the Managing Director, ensuring that consumer and shopper understanding are at the heart of business decisions. This role synthesizes learning and enables persuasive storytelling to guide strategy and influence decision-making throughout the organization. The Manager Canada CSU is responsible for assessing and prioritising the category, brand and consumer information and insight needs of the business and is responsible for addressing those needs through the use of primary and secondary research and syndicated data analysis. The Insight lead should be able to work with and integrate various types of
data and turn information into actionable insights. Finally, the Insight lead should also be responsible for managing, directing and developing all agencies that are close partners of Ferrero Canada (primarily Ipsos & Nielsen).
Main Responsibilities:
- Business Performance Reporting and Analysis: Deliver monthly cross category reporting of volume, sales and share by channel and analysis of performance drivers
- PS3 Planning: Lead an annual brand situation assessment and deliver consumer insights which define opportunities to drive growth as input to PS3 Plans Identify trends which will impact brand performance short and long term
- Research Planning and Budgeting: In collaboration with the brand teams, define consumer research needs with respect to brand strategies, budget for those needs, and execute plan within budget. Identify capability gaps, emerging needs, and new technologies that will create competitive advantage
- Proposal Development: Consults with clients to clearly define insights needs and identify the right approach to research. Collaborate with appropriate vendors to develop research proposals that answer business questions
- Project and Stakeholder Management: Manage projects with respect to timing, budget, agreed deliverables, and needs of multiple stakeholders.
- Inform and Influence: Analyze results and communicate in a clear and compelling manner to influence decisions.
- Integrate Learning: Integrate learning across multiple sources (retail sales, household panel, social media, media data, marketing mix etc) to understand brand barriers and opportunities
- Innovation: Implement innovation and portfolio restage with excellence in Canada. Give clear GO/NO GO recommendation for the business with any opportunity areas identified to improve the mix. Full understanding of cannibalization and equity impact on the mother brand to be made clear.
- Business Performance Measurement: Lead analysis of Nielsen Retail Panel, Numerator Consumer Panel, and the BVC equity measurement tool to measure business performance and identify opportunities for growth.
- Multicultural Marketing: Take the lead on Multicultural Marketing capturing key consumer and market insights leading to the articulation of a preliminary strategy and the optimization of areas of focus for execution.
- Shopper Insights; Generate channel and shopper insights that help Ferrero and Retailers optimize performance
About You:
• Minimum 5-7 years of experience in consumer research in Consumer Packaged Goods, ideally both on the manufacturer and agency sides
• Master’s degree in business, marketing research, or social sciences is preferred
• Advanced knowledge of syndicated data (Nielsen/Circana) or other qualitative/analytical related area
• Proficiency in Nielsen database structure, metrics, and analytical tools
• Proficiency across a range of quantitative and qualitative research methods including concept testing, sensory evaluation, communication testing, packaging and graphics testing, price testing, test marketing, segmentation, attitude and usage research, advertising tracking and brand equity measurement
• Strong analytical skills and experience translating consumer and market data into actionable insights
• Strong project management skills
• Sound commercial understanding and marketing acumen
• Demonstrated understanding of statistical analysis including multivariate methods
• Demonstrated understanding of Canadian consumer culture and trends
• Excellent skills in oral and written communication and in formal presentations
• Insightful, analytical, curious, articulate, passionate, flexible, organized, collaborative, proactive, strategic thinker, consulting mindset
• Advanced skills in Powerpoint and Excel
Our Benefits & Perks:
Careers with caring built in - discover our benefits here.
About Ferrero:
Ferrero began its journey in the small town of Alba in Piedmont, Italy, in 1946. Today, it is one of the world’s largest sweet-packaged food companies, with many iconic brands sold in countries all over the world. Find out more about Ferrero at ferrero.com.
DE&I at Ferrero:
Ferrero is committed to building a diverse and inclusive culture in which all employees feel welcomed and appreciated and have the same opportunities. We believe all our people are equally talented in their own way. In nurturing the curiosity and natural abilities of our employees, we provide them, generation after generation, the means to succeed personally and professionally, enabling them to craft their journey at Ferrero. The diversity of our talents is what makes our work environment multicultural, innovative, and highly rewarding.
Find out more here.
Ferrero Canada will accommodate the needs of applicants with disabilities throughout all stages of the selection process. If you need accommodation during the recruitment process, please advise the HR Representative. Information relating to the need for accommodation and accommodation measures will be addressed confidentially.