Consumer Insights & Analytics Director

Woodstream has a rich history of over 150 years, and we are an essential, life sustaining business. We provide pest & animal control products that destroy disease carrying insects & rodents. Are you looking to join an evolving work environment in the heart of Lancaster City? We have an immediate opportunity for a Consumer Insights & Analytics Director in Lancaster, PA - Hybrid Benefits of Working for Woodstream: Competitive benefits package include: Bonus Program 401k with Company Match Health, Dental & Vision Insurance Effective on First Day of Employment Parental Leave Adoption Assistance Paid Basic Life & Disability Insurance Accident, Critical Illness, & Hospital Insurance Options ID Theft & Legal Assistance Plan Options Paid Vacation and Holidays Stable, growing working environment with a history of 150 years of doing business. Opportunity to advance within the company. Overview of the Role: The Director of Consumer Insights & Analytics leads the development and execution of insights-driven strategies that support brand growth, marketing initiatives, product innovations, and creative effectiveness. This role drives data-informed decision-making across the organization, leveraging qualitative & quantitative consumer research techniques, syndicated data, panel data, and quantitative market analysis to shape strategic business decisions. The Director oversees a team of Consumer Insights & Analytics Managers and partners closely with cross-functional teams, including Marketing, Sales, and Product Development, ensuring insights and data analysis are fully integrated into business strategies. The role is also responsible for supporting new product development (packaging evaluation, claim testing, concept testing, in-use testing, pricing sensitivity analysis, etc.), improving marketing/media investments (in-market test design and analysis, ROI analysis, and developing qualified creative assets that resonate with consumers (across platforms - video, packaging, claims, digital, etc.). Essential Functions & Responsibilities: Lead the design, execution, and delivery of consumer insights and analytics that guide critical business decisions for brand growth, marketing strategies, and product development. Collaborate with Marketing, Sales, and Product Development teams to align on business challenges, research objectives, and strategic actions informed by consumer insights. Establish and own the quantitative analysis of Woodstream brands, competitor brands, and category/market data, including share reporting, POS trends, market growth/decline, panel data trends, and retailer-specific insights. Develop and implement comprehensive consumer research plans, utilizing primary research (surveys, focus groups) and secondary data (syndicated sources such as Nielsen, IRI, Stackline). Supervise research methodologies, analysis, and deliverables, ensuring all research is actionable and addresses key business objectives. Partner with external research suppliers, managing projects from selection to negotiation and execution, while adhering to budget and timelines. Partner with the New Product Development (NPD) team to develop and manage 3-year innovation pipeline for Woodstream brands, with consumer qualified ideas. This includes consumer engagement to identify pain points/Jobs-to-Be-Done (JTBD), concept development, use testing, packaging qualification, and claims development/testing. Partner with Brand & Marketing Communications (B&MC) colleagues to develop, create, test, and qualify branded communications that enhance brand awareness, purchase intent, and equity. This includes, but is not limited to, claims development, copy qualification, and packaging qualification. Executive presence and ability to lead and influence collaboratively across levels and functions of the company. Possess a growth mindset, perseverance/determination to continue in the face of setbacks, and flexibility to find alternative path forward. Capable of growing the management ability, business acumen, and marketing/branding skill of direct reports and those within the Brand & Marketing Organization through 1:1 coaching & development as well as orchestration of more formal training opportunities. Manage and develop Consumer Insights & Analytics Manager(s), ensuring timely, high-quality insights that drive actionable decisions across the organization. Regular attendance and punctuality required. Performs other duties as assigned. Position could include up to 20% travel for trade & industry events, consumer research or other events as required. This position has the following primary objectives which are critical to the overall success of Woodstream: Provide insights & analytics and consumer support that enable delivery of annual growth targets - NIS, EBITDA, market share. Partner with New Product Development team to ensure that 3-year innovation pipelines as well as individual new product innovations are consumer qualified, giving confidence in the long-term growth potential of Woodstream brands. Specific targets will be developed and set as part of the annual process. Successful Candidate Profile: College degree; BA/BS required (marketing/economics/advertising), MBA preferred 7+ years of experience in market research, strategy or consulting, with a strong background in executing and analyzing quantitative and qualitative research Must have significant experience / expertise in survey design, data modeling, and managing primary and secondary research. The ideal candidate is an analytical thinker who can translate data into actionable insights and present cohesive narratives. Experience in project management, vendor management, and working with senior leadership is essential. Computer literacy including all Microsoft Software. Strong communication and presentation skills, capable of collaborating across teams Woodstream Fun Facts! We are the #1 EAC (Electronic Animal Containment/fencing) company in North America, 10X the #2 company and these products protect our food supply. We are the ONLY Pest & Animal Control company with a significant ESG (Environmental, Social & Governance) Program. Over 40% of our directors and above are woman. 57% of the Executive Team (meaning VP and above) are female, black, Hispanic or Asian/Islander. Woodstream is an Equal Employment Opportunity employer committed to recruit, hire, train and promote without regard to race, color, religion, creed, age, sex, national origin, marital status, union affiliation, disability, sexual orientation, or any other legally protected characteristic.

Created: 2024-11-05