Consumer Insights Manager
GoTo Foods
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Job Description
The Consumer Insights Manager is part of our Consumer Insights & Analytics team. The Consumer Insights Manager’s mission is to support marketing and consumer research initiatives along with business analytics across brands and marketing activities. They will be responsible for all phases of primary and/or tracking research, working with external research suppliers as needed, and analytics to inform strategic decision making. This individual will be a strategic partner in helping our brands leverage consumer insights and data-driven analysis to drive performance and brand preference.
Essential Functions
- Identify key business questions, drivers, and trends to inform decision making and planning (portfolio and brand level)
- Conduct strategic analysis across all areas of our business including LTOs/promotions, Market Testing, Marketing, Off Premise, Catering, etc.
- Partner proactively with brands and marketing leadership to better define consumer research needs/requirements, objectives and how research can/will influence strategic plans
- Manage all aspects of research projects, from recommending methodologies, identifying vendors, managing design and scope of research
- Regular engagement with brand marketing teams in order to ensure that research and analytics findings and insights are embedded in their business plans and strategies
- Develop analyses using internal and syndicated sources to provide insights and fact-based points of view on key business and strategic priorities and initiatives
- Gather market research and competitive intelligence through a variety of tools and resources
- Support leadership through ad-hoc requests
- Bachelor’s degree in business administration, business analytics, marketing or market research, or related field.
- 2+ years of experience in consumer and guest research within the restaurant industry, Preferred
- 2+ years of experience in business/marketing analytics, business intelligence or related field, within the restaurant industry, Preferred
- Advanced Knowledge of Microsoft Excel and PowerPoint
- Experience in social listening, customer segmentation, pricing elasticity, brand positioning, share of wallet analyses, path to purchase, return on marketing spend, concept & copy testing, menu innovation
- Ability to communicate complex information and implications both verbally, in interactions with senior customer leaders, and in written presentations, utilizing "storytelling techniques" to communicate a clear, compelling and cohesive story
- Ability to analyze quantitative and qualitative data to identify patterns, opportunities and gaps, and integrate across disparate data sources
- Ability to quickly navigate ambiguity and large amounts of data
- Organization skills with detail-oriented project management
- Attention to detail with a focus on quality
- Experience organizing, prioritizing, and managing multiple tasks and requests
- Ability to quickly build trust and partnerships across various stakeholder groups
- Ability to learn new software and/or web-based tools quickly
- May be required to travel up to 25% of the time
About The Company
GoTo Foods
Atlanta-based GoTo Foods (formerly known as Focus Brands) is a leading developer of global multi-channel foodservice brands. As of December 31, 2023, GoTo Foods, through its affiliate brands, is the franchisor and operator of more than 6,700 restaurants, cafes, ice cream shoppes, and bakeries in all 50 states and over 60 countries and territories under the Auntie Anne’s®, Carvel®, Cinnabon®, Jamba®, Moe’s Southwest Grill®, McAlister’s Deli®, and Schlotzsky’s® brand names, as well as the Seattle’s Best Coffee® brand on certain military bases and in certain international markets. GoTo Foods is proud to be Certified™ by Great Place To Work®, the most definitive “employer-of-choice” recognition and the only recognition based entirely on what employees report about their workplace experience. Please visit www.gotofoods.com to learn more. As a leading developer of iconic food-service brands around the globe, we know our company is only as strong as our people. And that’s why we’re committed to providing our associates with a work environment that encourages and supports innovation, collaboration, and fun! From our unique family culture to our focus on personal development, a career with GoTo Foods is anything but ordinary. We rely on the unique attributes and experiences each of our associates has to offer, we remain focused on providing every individual with continuous opportunities to grow their skills, develop their talents, and unlock their potential as part of a collaborative and supportive team. We’re unleashing the power of our brands with the passion of our people – and we want you to join us!
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