Consumer Insight Manager CPW LATAM

Main Purpose

The LATAM Region Consumer Insights Manager will be part of the Global insight team and specifically will lead the discovery of consumer, cultural, category and competitive insights to identify opportunities and inspire product innovation & renovation, communication strategy and ideas across media touchpoints and packaging, especially for regional brands. This will require thought leadership, strong business acumen and the utilization of traditional research techniques and creative, new techniques to uncover insights that can be applied to the brands. There is also accountability for identifying insights for the development of line extensions on these brands and for the portfolio of brands. This Manager will provide insights and recommendations that will facilitate discussions and decisions in the LATAM markets. Responsibilities also include coordinating with the Global consumer Data & Analytics team in the execution of advanced analytic projects (such as, Marketing Mix Modeling), working closely with Global and Regional CMI Managers.

Activities

1. Insight Discovery:
   • Engage with consumers: play a leadership role in developing and utilizing tools, methods, practices for gaining consumer learning on in-market performance and execution, marketing strategies, communication, and NPD strategies and ideas.
   • Manage research vendors to conduct research and synthesize learning into concise summaries and then present results to the team.
   • Build strong consumer empathy among all regional employees to enable faster decision making.
   • Translate data, from all sources, into insights and recommendations, supporting Long Term Planning strategic thinking - aggregate, filter, synthesize relevant consumer learning from multiple sources (market data, consumer and customer research, trends, social media listening insights, etc.).
   • Share learning across LATAM teams and Global teams: effectively communicate in a way that inspires the region and market teams to act. Additional focus on guiding the global team initiatives with LATAM perspective and cascading learning to LATAM region/markets. Strong organization and project management skills required.
2. Communication Development:
   • Provide full support in communication briefs development. Play a lead role in developing and utilizing tools, methods, practices for gaining consumer learning on communication, packaging and renovation strategies and ideas. Specific focus on the advertising campaign learning process. Managing research vendors to conduct research and synthesizing learning into concise summaries and then presenting results to the team.
3. Innovation and Renovation:
   • Partner with Marketing and Innovation teams on opportunity identification and development of new ideas for product innovation or renovation, both at Regional and Global level (for initiatives piloted in LATAM), lead the qualification and validation with consumers. Provide insights and recommendations to guide product development.
4. Business Analytics:
   • Collaborate and coordinate with both Nielsen team and the analytics team in the execution of advanced analytic projects to identify opportunities for growth and improved business execution across LATAM markets.
   • Provide business diagnostics, insights and recommendations that will facilitate discussions and decisions in the LATAM region.
   • Quickly diagnose performance issues and work with local and regional teams to establish plans.
5. Consulting and Advising:
   • Support business by bringing the voice of the consumer into consideration for decision making. Present consumer learnings and lead discussions on how to apply learnings to the business. To do this, must be able to effectively interact, collaborate and communicate with teams on regional, global and functional initiatives.
6. Leading:
   • Demonstrate strong leadership by bringing the consumer and their needs to life for Brand teams. Effectively work with LATAM, regional teams on global and local initiatives. Provide full support for Long Term Plans development.

Key Experiences:

• 8 – 10 years of experience
• University degree
• Bilingual in Spanish and English
• Strong investigation, analytics, synthesis, influence and communication skills