Manager Consumer Insights

Crafted Highlights:

In the role of Manager of Brand Insights working in Toronto, CA, you will be a part of the Strategy and Capabilities team and work directly with the Marketing Brand Team. You will be accountable for leading the development of consumer learning plans, supporting the total Molson Coors Canadian portfolio. You will champion Molson Coors brands with human-led insights and consult brand teams on key marketing plans and initiatives. These initiatives must drive value and sales for our consumers, our distributors, and our company.

This position reports to the Director of Brand Insights and works closely with marketing leadership to deliver solutions that drive profitable growth for MCBC.

In Marketing Insights at Molson Coors, we infuse human empathy and understanding into brand-building and marketing initiatives:

• We listen closely to the wants, needs, hopes & fears of others. We seek to understand people so deeply that we are compelled to act on their behalf.

• We understand the intersection between people, culture, technology, and commerce in ways that make our marketing relevant in today’s complex marketplace.

• We advance capability building against industry headwinds through pacesetting research that inspires our marketing team to build brands with purpose that connect with people.

What You’ll Be Brewing

We are seeking a dynamic insights professional to support our Canadian insights team. In this role, you will set the consumer learning agenda for brand teams, inclusive of brand foundations & positioning, creative development, messaging, consumer profiling and segmentation and much more. Key responsibilities include:

Research and insights expertise:

• Plan, design and conduct various consumer research studies. This includes vendor/partner sourcing, evaluating cost/benefit tradeoffs in research design, leading internal cross-functional collaboration to execute and generate insights to drive decision making.

• Driving and maintaining consistent approaches to consumer research across all elements of brand development. Lead new methodologies and approaches that maximize value for the investment & stay on top of new approaches to get the best consumer learning possible.

• Prioritizes key business questions to go answer. Using a toolkit of research approaches, this role is a key influencer on managing risk and encouraging reapplication of proven successes. Charged with balancing rigor and speed in pursuit of a learning agenda that will lead to the best propositions. Ensures we are building strong and relevant brands with a consumer first mindset.

Data analysis and storytelling:

• Collaborate with cross-functional teams (marketing, media, innovation, shopper, portfolio strategy) to integrate insights into business strategies and actions.

• Develop robust deliverables highlighting key consumer behavior and trends. Responsible for integrating multiple data sources such as Brand Health tracking, IRI/Nielsen Panel, Ipsos, etc., while also conducting custom quantitative research and qualitative research projects to inspire and inform our marketing and leadership team.

• Deliver impactful presentations tailored to diverse audiences, including key stakeholders and senior leadership. Translate complex data and research findings into clear, engaging and actionable narratives.

People Management:

• Leads & manages 2 direct reports to deliver against all business targets & develop superior talent. Strong performance management & coaching of their team, driving a strong people culture.

Who We’re Looking For

• You’re an effective leader who possesses problem-solving abilities, exceptional project management skills, initiative to drive projects forward, accountability to own responsibilities, and empathy to successfully collaborate with others.

• You love a challenge – you complete complex projects quickly and adeptly with your understanding of the business priorities

• You build relationships and collaborate to get to the desired outcome

• You take accountability for results – acting with integrity and honoring commitments

• You have a thirst for learning – you are always looking for ways to learn and help one another grow

Key Ingredients

• Strong analytical skills and experience in both quantitative and qualitative methodologies; ability to translate insights into action

• Innovative and thinks outside the box; growth mindset

• Strategic thinking on the forefront of new trends; looking for the next new thing

• Thrives in faced paced environment and can balance multiple projects at once

• Ability to balance focus on short-term brand needs of the business with longer term

• Ability to influence & gain trust quickly

• Clear, concise communication & story telling through data

• Strong collaboration with different levels & cross-functional groups in an org

• Extensive knowledge of consumer insights and brand building with ability to translate to impactful recommendations

• 5+ years of insights experience with talent management experience

• Prior experience of CPG Consumer Insights and Brand Insights

• Undergraduate degree (or above) in Marketing, business or related curriculum preferred

• Demonstrated executive presence & influence

• Brand marketing fundamentals

Beverage Bonuses

• We care about our People and Planet and have challenged ourselves with stretch goals around our key priorities

• We care about our communities, and play our part to make a difference – from charitable donations to hitting the streets together to build parks, giving back to the community is part of our culture and who we are

• Engagement with a variety of Business Resource Groups, which can provide volunteer opportunities, leadership experience, and networking through the organization

• Ability to grow and develop your career centered around our First Choice Learning opportunities
• This role will be in person Monday through Thursday in office With Friday working from home.