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Bacardi

Careers at Bacardi

Senior Manager, Consumer Insights

Job Name

Senior Manager, Consumer Insights

Country:

Canada

City:

Toronto

Function:

Marketing - Communication - PR

Reporting Line:

Sr. Director, Strategic Insights & Analytics - NAM

Job type:

Full time

Lead recruiter:

Emily Clayton

About the role

Your Opportunity

As a Sr. Manager, Strategic Insights & Analytics, you will report to the North America Sr. Director of Strategic Insights & Analytics while working directly with the local marketing and commercial teams to put the consumer at the center of every business decision.  The #1 goal of this role is to develop and deliver an insight-driven agenda focusing on executing sound marketing and commercial strategies that drive brand equity, sales, and profitable growth.  

Your ability to develop solutions that will bring together consumer insights, customer needs, and category dynamics will be critical to this role. It also requires strong leadership skills to influence and coach your business partners, consultative skills to manage and prioritize multiple projects at any given time and leveraging your collaboration skills to work effectively in an evolving matrix environment.  

You will be responsible for serving as a “voice of the consumer” by leading custom qualitative and quantitative research and utilizing the company’s business intelligence sources (syndicated data, market-level data, digital analytics, retailer customer data, and consumer trends) to connect the dots and help influence stakeholders’ decision-making process. 

While this role is based in the Toronto office, you can expect up to 20% of your time traveling to stay connected with your global and regional stakeholders, as well as attending and managing fieldwork.

Responsibilities

With our Consumer at the heart, your key focus will be:

Consumer, shopper, and customer understanding
  • Generate a 360° view of Bacardi brands consumers and shoppers by exploring their beliefs, attitudes, and motivations that drive their purchase decision journey. 
  • Partner closely with the Brand and Customer Marketing Directors to identify untapped consumer, shopper, and customer opportunities to be addressed through commercial activations.
  • Support the day-to-day project management needs across a wide variety of global research methodologies and suppliers.
Category/brand strategy and activity planning
  • Lead, in partnership with the Brand Marketing teams and Commercial Performance, a robust situation assessment for the Brands in all major markets as input into the annual strategy process and activity planning. 
  • Provide day-to-day consumer insights and business intelligence consulting support for brand and sales team members
Integrated brand communication
  • Support the development, optimization, and adaptation of creative assets and media briefs alongside the brand and agency partners.
  • Ensure that the consumer and customer marketing programs and creative assets are informed by the most current and relevant Customer and Commercial Insights under the most rigorous testing protocols  
Business performance management
  • Builds an extensive understanding of “Measurement and Evaluation” for all brands across the portfolio to drive more effective marketing planning
Data and qualitative resource management 
  • Partner with local data and key platform providers for brand/market-specific projects as needed – as well as leveraging the global insight tools, platforms, and data, where possible. 
  • Accountable for managing brand research spend to deliver targeted savings and on budget.

Skills and Experience

The Skills & Experience needed to create your legacy
  • The position requires at least eight years of work experience in consumer insights/market research or related field (e.g. management consulting, strategy, data analytics, etc.). 
  • Beverage, spirits or FMCG experience preferred.   
  • A combination of client side and supplier/consulting/agency side experience is desirable.  
  • Experience in a wide variety of custom qualitative and quantitative research methods and ability to apply to business issues particularly related to brand development, marketing effectiveness and innovation.
  • Global research experience highly desirable.   
  • Comfortable utilizing and analyzing various business intelligence sources outside consumer related insights (syndicated data, market level data, digital analytics, retail customer data, macro trends, etc.)
  • Experience collaborating and managing media and creative agency partners.
  • Strong presentation skills and gravitas to put research into business terms and persuade colleagues and senior management with the insights provided.
  • Intellectual Curiosity: a deep hunger to learn and grow and a willingness to experiment in order to learn
  • Workshop ideation/moderation experience a plus  
  • BS/BA required - MBA highly desirable. 

Our culture

We share the passion and entrepreneurial flair of our founder and are guided by our three culture pillars - Fearless, Family and Founders, they inspire our Primos to be the best they can be and drive us forward in all we do. But what does this mean?

·       Being Fearless; means adopting an agile mindset, being comfortable trying new things and taking risks. We are empowered to question, challenge and innovate.

·       Family; We treat each other, and our communities, like Family. Always.

·       Founders; The spirit of entrepreneurship is at the heart of everything we do. We see the business as if it’s our own. We do the right thing for the business and we all take accountability for our work.

When you join Bacardi, you become part of our family and gain more than just a job.


Disclaimer: Bacardi is an equal opportunity employer that values workforce diversity. Diversity is core to our business: by embedding diversity into all aspects of our culture, we maximize the opportunity to achieve sustainable business success and growth. The duties and responsibilities described in the role profile might not be a comprehensive list.