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Senior Consumer Marketing Manager
Job Posting Category: Experienced Professionals (1+ years)
Career Level: Manager
Industry: Packaged Goods
Job Category: Marketing,Market Research
Years Experience: 6-8 Years
Job Type: Full-time
Posting Date: October 28, 2021
Job Location:

Edmonton, AB
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Job Description

Our purpose at The Little Potato Company is “Save the potato. Feed the world, better.”

Because we believe everyone, everywhere deserves to eat good, healthy food. And it all starts with our little Creamer Potatoes – one of the most economical, energy efficient, and highly nutritious food crops available.

PRIMARY FOCUS:

The primary focus of the Senior Consumer Marketing Manager position is to lead The Little Potato Company’s (LPC) consumer insights and research initiatives to help achieve our marketing and sales goals. The primary scope will be North American. This role works extensively across teams/departments, and is responsible for ensuring that we have a deep knowledge of our consumer and that it is widely understood across the organization.

We are a dynamic team that embraces diversity and unique differences, holding every employee in the highest regard, while fostering an award-winning workplace where health, safety, and fun combine to create an environment where everyone feels like family.

Come join our rapidly expanding company and help us transform the entire potato industry – one little creamer at a time!

DUTIES AND RESPONSIBILITIES:

Consumer Insights & Research

  • Leads all consumer market research (regional and national) and shares information to all teams
  • Creates a strategy for tracking brand awareness, trial, consumer retention and loyalty and reports on this quarterly
  • Creates and implements a roadmap that leverages 3rd party industry research, custom qualitative/quantitative research, and panel data sources
  • Identifies and vets research partners/tools as required
  • Manages and allocates the consumer insights budget to deliver LPC’s research goals
  • Stays on top of, and forecasts, consumer trends
  • Works with the channel owners in Marketing Operations to reach consumers through our owned channels (e.g. website, email, social) to develop and implement research initiatives

Segmentation

  • Identifies relevant consumer segments and tracks their growth and engagement with our brand
  • Drives consumer acquisition by identifying relevant segments for growth
  • Provides insights to drive consumer retention and maintain brand loyalty
  • Ensures consumer segmentation on product level

Stakeholder Support

  • Provides consumer research insights to support variety, packaging and product development
  • Provides input to the Senior Product Manager on the product plan
  • Provides input to the Director, Marketing Operations to create opportunities for interaction with relevant segments through lead generation on social media and digital advertising
  • Provides input to the Website and Email Specialist to develop the strategy and content direction for segmented marketing automation
  • Works with the sales team Category Manager to gather consumers insights from retailers
  • Leads regular sharing sessions and communicates insights, trends and research across marketing, sales, business development and other departments as needed

Stakeholder Management

  • Leads the functional relationship on projects with research agencies

DESIRED QUALIFICATIONS:

  • 7+ years working in an insights, research or similar role on a consumer brand
  • Bachelor’s Degree in a discipline with strong focus on research and analysis
  • Experience in leading qualitative and quantitative consumer research projects with research agencies/partners
  • Experience in consumer panel data platforms (e.g. Homescan, Numerator, etc.)
  • Experience in defining and analyzing consumer segments, and coaching internal teams on how to apply segmentation
  • Proficiency in project management, agency management and budget management
  • Loves numbers, is analytical and good at simplifying data to tell a compelling story.
  • Experience in presenting to senior leadership teams, as well as all staff
  • Desire and ability to contribute to work in a growing, entrepreneurial environment for a purpose-driven business
  • Desire to own decisions and take responsibility for outcomes
  • Willingness to travel when required

KEY COMPETENCIES:

  • Understanding of food, produce and/or consumer-packaging goods brands
  • Familiarity with consumer marketing in the US and Canada
  • Adept in using both sides of the brain – from analysis through to creative application of the story the data tells
  • Ability to connect the dots across multiple data points and research projects
  • Strong ability to project manage simultaneous projects with many inter-dependencies
  • Ability to lead through influence at all organizational levels, across teams and departments
  • Ability to work in an entrepreneurial, unstructured, and highly changing environment.
  • Is a great team member, the type of person that others want to follow; leads by example.

KEY MEASURES OF SUCCESS:

  • Living the values of The Little Potato Company
  • On time, on budget delivery of research initiatives
  • Developing deep knowledge of our consumer
  • Facilitating deep understanding of those insights across the organization
  • Fully developing and leveraging the team and external resources to meet research requirements
*Edmonton is the preferred location for this role, however candidates from other locations will also be considered.
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