TITLESHOPPER INSIGHTS, MANAGERLOCATIONWORKING REMOTELYREPORTS TOSENIOR MANAGER, SHOPPER INSIGHTS
WHO WE ARE AS A TEAM: At the J.M. Smucker Company, the Insights + Intelligence CO:LAB inspires strategy + ideas that drive more consumers and shoppers to love our Brands more often. We are the catalyst to deep consumer understanding, passion & intuition and ultimately serve as expert for our Brands over time. We do this by blending the art of understanding people and the grounding science of data to drive meaningful strategy + insights + recommendations. The power of this collective team brings together the best human-centric researchers (consumer and shopper), advanced analytics, and foresight professionals to drive a single source of truth that moves the business forward.
YOUR CRITICAL IMPACT: In this role, you will help to elevate the overall strategy of end-to-end for innovation to shelf through an externally focused lens. Your primary responsibilities are to partner on channel and category growth strategies and shopper-based value creation. As a critical member of the CO:LAB and a thought-leader in the Shopper Practice, you will uncover deep insights about shopper attitudes and behaviors, generating win-win opportunities between JMS and our retail partners. You will provide leadership in the integration of shopper insights with our customers and our partners in Category Leadership, Customer Teams, Shopper Marketing, + Innovation Center.
KEY RESPONSIBILITIES The Work: • Be an authoritative voice of the shopper to the commercial organization • Partner with Sales, Marketing and Customers to generate, support & activate insights that drive the 4 P’s and increase market basket.• Manage custom shopper behavioral and/or attitudinal data research and focus on the integration of customer, consumer, and shopper understanding to address key business objectives and bring insights to category leadership solutions• Leverage customer specific data to drive sound omnichannel propositions, recommendations, and activations • Share thought-leadership for longer-term opportunities that deliver on JMS-customer joint business objectives across categories• Contribute to innovation sell-in by presenting shopper/category stories
The Team: • As we stand up this new discipline, come together with other JMS shopper professionals and connected functions to drive new ways of thinking. • Partner with Category Leadership & Data Science growth strategies to champion category growth strategies and strategic customers with shopper insights and trends • Partner with Shopper Marketing team to inform shopper marketing activation opportunities based on key opportunities/barriers to be overcome to deliver on business objectives• Partner with Insights + Market Intelligence team members to ensure that an insights capability is leveraged (panel, trends, JTBD, consumer empathy) to address business, shopper, retail questions in a holistic manner, connecting the dots and synthesizing content• Partner with the Innovation Center to ensure Category-specific content is regularly enhanced with new research content and insights perspective
The Edge: • Understand a range of methods and approaches to stay on the forefront of shopper insights, analytic approaches and test/pilot/refine. Apply where appropriate.
• Collaborate with CO:LAB to shift mindsets from facts and findings to insights and evidence that inform strategy and drive sound business decisions. Share learning with team members across the organization for thought-leadership, ongoing education, and clear communication.
SELECTION CRITERIA
Education • BA/BS degree required; advanced degree preferred
Experience • A minimum of 6 years consumer/shopper insights/ category management experience is required• Professional experience with a CPG company, a retailer, or a research partner is required• Strong custom research expertise across a variety of methods (e.g., shop-alongs, ethnographic research, JTBD, virtual, qualitative and quantitative research) is preferred• Strong working knowledge of secondary and syndicated data sources (e.g. Nielsen, IRI, Household Panel, 84.51) is required
Other
• Results-driven. Guides teams and customers to maximum impact and business ROI through activation of insights• Demonstrates strategic and analytical mindset to help the company focus on insights-inspired business action• Demonstrates ability to drive to clarity on business issue, help simplify complex issues, and recommend appropriate learning • Comfortable with the ambiguous; balancing data science and data art• Strong partner and supplier management skills • Strong ability to synthesize data, craft clear story and present/communicate effectively • Highly collaborative with the ability to draw on strengths and drive swiftly towards answers • Sense of curiosity to deepen our understanding of consumers and the competitive marketplace• Resilience• Track record of retailer influence and relationship-building• In future, potential travel for approximately 20-30% is a must
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