Reporting to the Sr. Director of Shopper and Category Insights, you will bring knowledge of the Shopper and Category together for impactful selling to national and regional accounts - our secret sauce in the market. Shopper Insights at Red Bull is a strategic arm of the broader Insights & Category Management team. Externally, we aim to be the only reasonable choice when retailers decide on a partner across Total Non-Alcoholic Beverages and within Energy Drinks. Internally, we have our fingerprints on all phases on the Red Bull selling process: influencing sales priorities, creating impactful selling stories, and harvesting information sources to measure success and inform new opportunities.
This individual will be required to sit out of our North America HQ in Santa Monica, CA on a weekly, hybrid basis.
RESPONSIBILITIES Areas that play to your strengths
All the responsibilities we'll trust you with:
INFLUENCE SALES STRATEGY & PLANNING
Develop retail selling strategies based on shopper purchase behavior (Numerator) combined with POS data (Circana), DIY research tools (Numerator Trigger Surveys, Suzy), and custom research projects.
Transform insights into compelling selling opportunities for our sales teams as part of annual business planning, key retailer moments, and annual learning plan. Customize and focus in areas of Category Development, Retailer Leadership, Sales & Distribution, Trade Marketing, Shopper Marketing, and Product Marketing.
Lead the development of Shopper Insight deliverables that support the annual Business Planning process, such as Monthly Insights Call, Quarterly Shopper Scoop, Year End Review, Annual Insights Kick-off, and Annual Customer Planning
Connect with all internal partners to identify potential shopper insight needs and help develop an annual Insights Learning Plan that provides unique insights to support our teams. CAPABILITY & TOOLS
Be an expert in Numerator and DIY research including application of metrics and tools to develop relevant insights.
Manage vendor relationships in Shopper Insights (i.e Numerator, Suzy) to provide data quality and integrity while extracting maximum value in spend.
Partner with vendors to develop training curriculum for internal users to improve usage of shopper insight resources and create live forums for our partners, and use your team to educate broader Sales and Marketing teams
Maintain our 'center of excellence' for all Shopper Insights tools and information for everyday access by Category Management and Shopper Marketing teams.
Ensure that our approach to syndicated database design is evolving with CPG, beverage, shopper and retail trends by evaluating current solutions and recommending alternative data solutions. STAKEHOLDER MANAGEMENT
Collaborate with Global counterparts on Shopper Insights research.
Collaborate with Sales, Category Management and Consumer Insights teams to maximize use of Shopper-based selling resources.
Educate and influence owners of Sales strategy (Off-Premise Sales, On-Premise Sales, Trade Marketing, and Shopper Marketing) on research results and retail opportunities. TEAM LEADERSHIP
Coach and motivate your direct reports for increased productivity and responsibility.
Provide your team members knowledge about shopper and category analytics, CPG, retail, brand, category, and shopper dynamics.
Build training programs based on team developmental opportunities. EXPERIENCE Your areas of knowledge and expertise
that matter most for this role: 8+ years of experience in consumer goods, retail, or syndicated data with a focus on shopper insights, consumer insights, or category management. 2+ years of experience managing a team Broad knowledge of CPG industry sources and uses, vendors and their tools and capabilities including: Custom primary research methods and uses, Syndicated sales data, Receipt and mobility capture panels, Member Communities, or Retailer Shopper Loyalty platforms. Experience connecting different data sources (panel, pos, qualitative, and quantitative) into a single story, identifying the right data points to tell the story, interpret analysis results, create recommendations, develop impactful presentations, and present to broad audiences. Experience turning insights into relevant selling tactics and foundations for building strategy Experience working with and managing 3P Vendors and Insights Providers Bachelor's degree or equivalent work experience Must be fluent in English, additional language skills an advantage Travel 0-10% Permanent Benefits eligible WHERE YOU'LL BE BASED Santa MonicaCalifornia, United States
United StatesRed Bull North America
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