Job Description

We have an exciting opportunity available for a Consumer Insights Manager supporting our international marketing team.  Responsibilities include: strategic leadership and vendor relationship management for primary brand-level research initiatives, both proprietary and through syndicated/trade partners; development of target audiences and fan segmentation for major INTL markets consistent with the brand’s voice of the customer strategy; identification of insights that drive overall brand communication, new product development and product positioning; supporting our new market entry initiatives though pre-market assessment research; and consolidating key insights/trends to share with our franchisees and field teams on a regular basis. 

Key Accountabilities Include:

Consumer Research and Insights

Proactively identify and champion consumer insights that will grow the business, using strong thought leadership skills.

Collaborate with cross-functional teams to identify strategic questions for the business that can be solved through research and champion the effectiveness of utilizing data, analytics, and insights to shape business and marketing plans.

Build the annual research plan and budget based upon an analytical review of historical consumer data and custom research, along with the strategic direction for the brand, menu and consumer.

Utilize syndicated and custom research to provide organization leadership with an understanding of marketplace risks and opportunities. 

Manage research vendors to ensure support of research goals, getting the greatest possible value from research investment.

Effectively present insights and recommendations to marketing teams, executives, and franchise committees.

Manage and elevate our Brand Health trackers in key markets around the world.

Voice of Consumer

Lead & incubate brand-level research projects. Directly engage with key leaders across the organization to advance strategic plans, key projects, or other critical items.

Develop, evolve and communicate the consumer journey map and consumer touchpoints. Prioritize the most critical drivers in our customer experience. Provide recommendations, present, and influence relevant stakeholders to address gaps and opportunities in the customer experience.

Utilizing data and research, define key targeted consumer segments and personas. Connect and share learnings within the organization and participate in developing into go-to-market strategies for the brand.

Contribute as a strategic leader in key business meetings and process as voice of consumer and help enable consumer-first decision making.

Establish digital acquisition and CEM best practices in order to leverage our customer data to drive 1:1 marketing and loyalty/retention.

New Market Entry

Support our new market entry initiatives by fielding pre-market assessments to gauge overall interest/appeal of our concept and to identify opportunities to optimize.

Onboard new markets as well as emerging markets to ensure the appropriate level of brand/consumer understand in their respective market.

Work in partnership with marketing, franchisees, and field teams to develop strategies that drive top and bottom funnel improvements.

Calendar Support

Lead the upstream stages of our product development process to identify consumer, flavor, and menu trends that will help to define future menu concepts. 

Manage the validation of product concepts as well as fully developed products to ensure overall appeal and market potential. 

Work closely with the marketing team to inform brand/promotion briefs, providing rich insight and product benefits to drive our go-to-market communication plans.

Support the marketing team in the overall brand positioning to ensure that we are remaining relevant and true to our core brand attributes across international markets.