Job Overview:The Consumer Insights Associate Manager, Dr Pepper, Crush & Schweppes is responsible for ensuring the voice of the consumer informs business decisions across some of KDP's most iconic flavored CSD brands. Reporting to the Senior Manager, Consumer Insights, this role will support the development of consumer, category, and consumption insights that drive growth across the portfolio.
The Associate Manager will partner closely with Brand Marketing, Innovation, Commercial, and Analytics teams to deepen understanding of consumers, identify growth opportunities, and help shape brand and innovation strategies. This role will also play a key role in managing KDP's beverage consumption tracking capabilities, helping uncover shifts in consumer behavior, occasions, and category dynamics that inform future business decisions.
Specific responsibilities include:
- Support the consumer insights agenda across Dr Pepper, Crush, and Schweppes, including brand strategy, innovation, communications, and portfolio initiatives.
- Develop expertise in consumer occasions, need states, and category dynamics to identify opportunities for brand growth and consumer recruitment.
- Lead the management of KDP's beverage consumption tracking program, synthesizing findings into actionable implications for brands and categories.
- Integrate primary research, syndicated data, consumption tracking, marketplace trends, and competitive intelligence into clear, compelling recommendations.
- Partner with cross-functional teams to identify opportunities to leverage emerging methodologies, AI-enabled tools, and advanced analytics to deepen consumer understanding and accelerate decision-making.
- Contribute to the identification of emerging consumer needs, whitespace opportunities, and future growth platforms across the flavored CSD portfolio.
Key Responsibilities
Be Part of a High-Performing Team
- Bring a collaborative, growth-oriented mindset to help drive business performance and consumer-centric decision making.
- Build strong relationships across Brand Marketing, Innovation, Commercial, Analytics, and Consumer Insights teams.
- Demonstrate curiosity, initiative, and a desire to continuously learn and expand expertise across brands, categories, and consumers.
- Contribute positively to team culture while helping elevate the impact of Consumer Insights across the organization.
Drive Growth Through Consumer Understanding
- Support Brand and Innovation teams in developing long-term growth strategies and annual business plans.
- Identify opportunities to recruit new consumers, strengthen brand loyalty, and increase consumption across key occasions and need states.
- Help uncover emerging trends, whitespace opportunities, and evolving consumer needs that can inform future growth strategies.
- Leverage consumption tracking and marketplace insights to identify shifts in behavior and opportunities for portfolio growth.
Deliver Insights That Drive Action
- Translate consumer, category, and marketplace understanding into recommendations that influence brand, innovation, and commercial decisions.
- Develop clear and compelling insight stories that inspire action among cross-functional stakeholders.
- Partner with internal teams and external suppliers to execute high-quality research that answers critical business questions.
- Ensure consumer understanding is embedded throughout the decision-making process.
Advance Consumer Understanding
- Support the development and implementation of innovative research approaches that elevate consumer understanding and business impact.
- Explore and apply AI-enabled tools, emerging methodologies, and advanced analytics to accelerate learning and improve decision-making.
- Continuously seek new ways to integrate multiple data sources into richer consumer understanding and stronger business recommendations.
Champion Our Brands
- Serve as a passionate advocate for Dr Pepper, Crush, and Schweppes, helping teams understand the consumers, occasions, and experiences that drive brand growth.
- Drive engagement behind consumer insights and growth opportunities to help align teams and accelerate action.
Measure Success
- Demonstrate strong project management and execution skills while delivering against business priorities.
- Maintain high standards for analytical rigor, strategic thinking, and actionable recommendations.
- Continuously seek opportunities to improve how insights are generated, shared, and applied across the business.
Characteristics of Success
PASSION
People with an infectious spirit who are passionate about beverages, consumers, brands, and winning in the marketplace.
CONSUMER CURIOSITY
Naturally curious individuals who seek to understand consumers, culture, and category dynamics at a deeper level. They ask thoughtful questions, challenge assumptions, and uncover opportunities others may miss.
STRATEGIC THINKING
Individuals who can connect consumer understanding to business opportunities and translate insights into action.
DATA-DRIVEN DECISION MAKING
People who enjoy working across multiple data sources and can uncover meaningful patterns that drive business growth.
LEARNING AGILITY
Individuals who embrace new technologies, methodologies, and ways of working. They are excited to learn, adapt, and continuously build new capabilities.
COLLABORATIVE PARTNERSHIP
Strong team players who build productive relationships, influence without authority, and work effectively across functions.
DRIVE FOR IMPACT
Self-motivated individuals who take ownership, move with urgency, and are committed to delivering meaningful business results.
Total Rewards:- Salary Range: $76,400-$115,000
- Actual placement within the compensation range may vary depending on experience, skills, and other factors
- Benefits, subject to election and eligibility: Medical, Dental, Vision, Disability, Paid Time Off (including paid parental leave, vacation, and sick time), 401k with company match, Tuition Reimbursement, and Mileage Reimbursement
- Annual bonus based on performance and eligibility
Requirements:- Bachelor's degree or MBA from an accredited institution, major in Business, Marketing, Market Research, Psychology, Sociology or related field.
- 3+ years of consumer market research experience, to include study design, management
- 10-15% travel may be required based on business needs.
