The Senior Analyst, Consumer Insights is responsible for identifying key consumer insights that will lead to enhanced growth for our strong portfolio of brands across beer, wine, and spirits. This role influences and inspires brand teams to think about business challenges from a consumer first perspective, supporting all aspects of key brand learning agendas & projects.Â In addition, the Senior Analyst will build enterprise thinking and drive functional excellence through portfolio projects and development of insights best practices and new capabilities.Â The role reports to the Director, Consumer & Growth Enablement.
Leads the creation of brand and project learning plans and identification of insights that can build uniquely positioned brands people love, with some assistance from the Brand Insights Directors.
Is the âvoice of the consumerâ in Marketing discussions and agency partnerships, influencing strategies and executions.
Ensures the right qualitative and/or quantitative research plans are conducted to address the business objectives.Â Research may include:
Creative Development (strategic territories, messaging, TV and digital ad copy testing, etc)
Brand Health (equity and funnel analysis & tracking, social intelligence, etc)
Marketing Effectiveness (brand lift studies, in-market ad tracking, etc)
Post-Launch Innovation Assessment (trial & repeat, source of volume, new trier surveys, etc)
Collaborates closely with all Marketing functions to embed the consumer insights into their uncover business challenges and define research objectives
Collaborates closely with broader Growth team (Portfolio Performance, Shopper Insights, Marketing Effectiveness, Innovation Insights, Emerging Opportunities, etc) to integrate various research into a holistic insights & recommendations for one version of the truth
Engages in transformative storytelling to ensure insights inspire business action
Assists with the development of insights best practices and creative approaches that address business issues, leading to improved research partners, tools, methods, and processes
Leads vendor RFP and selection processes when needed to ensure appropriate research methodologies are used
4+ years of consumer insights experience within consumer products/experiences industry.
A bachelorâs degree in relevant field (marketing/business, psychology, sociology).
Demonstrates a passion for understanding the consumer and their motivations in the beverage alcohol business.
Well-grounded in consumer research fundamentals, techniques and methodologies including both qualitative and quantitative research techniques.Â
Expertise in translating results from analyses into insights and actionable recommendations.
Excellent communication skills; very articulate, strong public speaking and writing skills, strong interpersonal skills, strong cross functional skills.
Strong team player and proven ability to work and lead with others, internally and externally.
Excellent organizational skills, able to prioritize, and successfully manage projects.
Strong analytic skills and critical thinking skills
Experience in reporting and analyzing syndicated data sources such as IRI/Nielsen (POS & household panel data); Scarborough/MRI/Simmons; consumption trackers, etc.
Strong PC skills (Windows, Word, Excel, PowerPoint), syndicated database experience (IRI or Nielsen).
Ability to work independently in a fast-paced environment, coordinate multiple projects and meet deadlines within budget requirements
Physical Requirements/Work Environment
Must be able to sit and/or stand for long periods of time and work on a computer for extended periods. Lifting may be required. Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions.
Travel Required: Travel up to 20%
San Francisco, California
Constellation Brands is committed to a continuing program of equal employment opportunity. All persons have equal employment opportunities with Constellation Brands, regardless of their sex, race, color, age, religion, creed, sexual orientation, national origin or citizenship, ancestry, physical or mental disability, medical condition (cancer or genetic characteristics), marital status, gender (including gender identity or gender expression), familial status, military or veteran status, genetic information, pregnancy, childbirth, breastfeeding, or related conditions (or any other group or category within the framework of the applicable discrimination laws and regulations).
Internal Number: 13687818
About Constellation Brands
If you have taken a moment to unwind with a bottle of beer, toast with glass of wine, or celebrate with a cocktail, chances are that you have shared that moment with Constellation Brands. We are passionate producers of iconic beer, wine and spirits brands that consumers love. From Corona Extra, to Robert Mondavi Wines, to SVEKDA Vodka, we produce over 100 premium brands with sales in nearly 100 countries, making us the number one multi-category beverage alcohol company in the U.S.