Senior Manager, Consumer Insights & Analytics in Atlanta, GA at RaceTrac

Date Posted: 3/21/2020

Job Snapshot

  • Employee Type:
    Full-Time
  • Location:
    200 Galleria Parkway
    Atlanta, GA
  • Job Type:
  • Experience:
    Not Specified
  • Date Posted:
    3/21/2020

Job Description

The Senior Manager of Consumer Insights & Analytics is responsible for leading all consumer insights (market research) and marketing analytics strategies to support RaceTrac’s growth. A key focus area will be leading the development of a voice of consumer strategy, brand equity and finding new and improved ways to infuse consumer research into new, strategic pilot programs and food innovation. This individual knows how to leverage feedback from guests, store associates, social media, industry and competitive sources to inform the organization’s strategies. Up to 15% travel required.  

Job Requirements

Responsibilities
  • Develops, tracks and reports on brand health metrics in order to influence action items for key stakeholders
  • Identifies opportunities for leveraging segmentation and other market research for brand and advertising activities, including Marketing Technology’s loyalty guest segmentation
  • Serves as insights expert by proactively developing consumer insights initiatives that support cross-functional teams, such as food innovation, store design & layout, marketing campaigns and strategic initiatives/tests throughout the organization
  • Leads all internal and external qualitative and quantitative research initiatives, including vendor evaluation and selection, collaboration with Procurement and reporting out on results in an actionable and effective manner
  • Develops, optimizes and socializes a voice of the consumer strategy in order to drive awareness and a customer-focus mindset throughout the organization
  • Identifies opportunities for research & insights process improvement and solutions to marketing-related business challenges
  • Maintains a pulse on the industry, including retail trends, competitive threats, and consumer behavior shifts and provides insights through regular presentations and reports to influence RaceTrac strategy. Stewards the development and ongoing optimization to report on this internally
  • Identifies and leads ways to leverage and action upon guest feedback across multiple channels (in-store, social media, guest engagement calls, etc)
  • Supports analytics manager with ongoing testing and learning strategies for omni-channel advertising initiatives, promotional offers, companywide strategic initiatives and tests, loyalty programs, partnership tactics and ongoing consumer research initiatives
  • Owns business cases for new research initiatives, and the ongoing investment required


Qualifications
  • Bachelor’s degree required, preferably in research, marketing, business, analytics or related field.
  • 8+ years’ experience in the market research, consumer insights or marketing analytics field. Client-side experience with Retail or QSR/Foodservice background is a plus.
  • Experience leading, conducting and analyzing complex qualitative and quantitative research (IRI, Nielsen, etc.) and using data reporting tools (PowerBI, Tableau, Qualtrics, or other survey platform experience).
  • Experience working with data modeling (Marketing Mix Model, etc).
  • Proficiency with MS Office Suite, advanced Excel knowledge preferred.
  • Strong attention to detail and analytical skills, with the ability to interpret data, identify trends, analyze program effectiveness and create actionable insights in a digestible format.
  • Strong leadership capability, ability to work well cross-functionally. Aptitude to train team on how to use and understand a variety of research tools and methodologies.
  • Proven experience effectively managing others for at least two years.

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