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Director, Brand/Category Human Insights

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The Coca-Cola Company

16d ago

  • Job
    Full-time
    Senior & Expert Level
  • Marketing
    Research & Development
  • Atlanta

AI generated summary

  • You need a Bachelor's in social sciences/business, 8+ years in insights/market research (CPG focus), plus skills in data management and actionable recommendations. Advanced degree preferred.
  • You will co-create insights strategies, support brand growth, lead custom research, deliver consumer analytics, shape creative strategies, drive innovation, enhance shopper understanding, and conduct ad hoc research.

Requirements

  • Minimum:
  • Bachelor’s Degree in social sciences or business-related fields.
  • 8+ years of experience in consumer insights, market research, or shopper insights, with a focus on brand strategy and innovation.
  • Experience in Consumer-Packaged Goods (CPG) brands and familiarity with market research techniques.
  • Proven ability to manage complex data and translate insights into actionable business recommendations.
  • Preferred:
  • 10+ years of custom research experience, preferably within the CPG industry.
  • Advanced coursework or a Master’s degree in a relevant field is a plus.
  • Knowledge of the Coca-Cola system or beverage industry.

Responsibilities

  • Co-create Insights Strategy: Collaborate with the Human Insights lead, global network, and marketing partners to craft a strategic learning plan, pinpointing key opportunities and challenges for our brands and categories.
  • Support Brand Growth: Work closely with Marketing to drive brand equity, enhancing consumer relationships and loyalty across our portfolio.
  • Lead Custom Research: Determine when custom research is needed, manage supplier partnerships, and transform data into compelling insights that guide strategic initiatives.
  • Deliver Consumer Analytics: Perform trend analysis triangulating a variety of proprietary and syndicated sources to provide comprehensive answers to business challenges, leveraging cross-functional support.
  • Shape Creative Strategy: Develop insights to inform creative strategy and evaluation, guiding the process from the creation of briefs to the development and testing of campaigns and new visual identities at all stages.
  • Drive Innovation Pipeline & New Product Launches: Lead the innovation process by identifying opportunities, developing and assessing concepts, and guiding product and packaging development. Support launch of new items, including national selling stories and performance assessment.
  • Enhance Shopper Understanding: Partner with the Commercial Human Insights team to deepen our knowledge of the shopper journey and how it impacts brand performance.
  • Apply cross-portfolio disciplines, frameworks and share best practices: Collaborate within the NAOU and global network to share insights, develop capabilities, and apply successful strategies across the organization, including Brand Edge, Consumer Segmentation, Needs States, etc).
  • Ad Hoc Research: Conduct targeted research to support cross-functional and global initiatives as needed.

FAQs

What are the primary responsibilities of the Director, Brand/Category Human Insights?

The primary responsibilities include co-creating insights strategy, supporting brand growth, leading custom research, delivering consumer analytics, shaping creative strategy, driving innovation pipeline and new product launches, enhancing shopper understanding, and conducting ad hoc research.

What qualifications are required for this role?

A Bachelor’s Degree in social sciences or business-related fields is required, along with 8+ years of experience in consumer insights, market research, or shopper insights, particularly in brand strategy and innovation within the Consumer-Packaged Goods (CPG) industry.

What core skills are essential for the Director, Brand/Category Human Insights position?

Essential core skills include marketing research expertise, strategic thinking, storytelling, analytical ability, collaboration, agility, technical proficiency, and innovative thinking with an experimental mindset.

Is experience in the beverage industry or with the Coca-Cola system preferred?

Yes, knowledge of the Coca-Cola system or the beverage industry is preferred.

What kind of work environment can I expect in this role?

You can expect a fast-paced, dynamic, and networked environment that values collaboration and innovative thinking.

What tools and platforms should candidates be familiar with?

Candidates should be proficient in custom research methods and industry tools such as Nielsen, Numerator, Kantar, Circana, and Mintel.

What is the pay range for this position?

The pay range for this position is between $160,000 - $186,000, depending on geography, job-related knowledge, skills, and experience.

Is there an annual incentive associated with this role?

Yes, there is an annual incentive reference value of 30%, which is a market-based competitive value for the role and indicates performance at target.

How does this role contribute to the company's mission?

This role contributes to the company's mission by driving insights that inform business strategies, enhance consumer relationships, and support the purpose of refreshing the world and making a difference.

Will I have the opportunity to collaborate with global teams?

Yes, this role involves partnering with marketing and cross-functional teams both within North America and globally, fostering collaboration across the organization.

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The Coca-Cola Company

Retail & Consumer Goods
Industry
10,001+
Employees
1892
Founded Year

Mission & Purpose

The Coca-Cola Company is a global beverage corporation that offers over 500 brands in more than 200 countries and territories, including well-known products such as Coca-Cola, Dasani, Fanta, and Sprite. Their ultimate mission is to refresh the world and inspire moments of optimism and happiness through their beverages. The company's purpose is to continually transform their portfolio by reducing sugar in their drinks, introducing innovative products, and minimising their environmental impact through initiatives like water replenishment and recycling. With their bottling partners, they employ over 700,000 people, contributing to economic opportunities in communities worldwide.