Job DescriptionAre you ready to join a growing Insights team while working on some iconic ice cream brands? Are you a naturally curious individual who enjoys knowing the 'why' behind the 'what'? Are you seeking an opportunity that will expand your skill set beyond traditional market research approaches? Apply today to Insights Manager! This role will conduct relevant consumer research that guides and supports innovation, brand strategy, and corporate initiatives. This role will report directly to the Head of Insights.
Responsibilities Include:
- Designs, coordinates and interprets consumer research needs on behalf of Wells brands according to business objectives, budgets and timelines. Activities are varied and may include qualitative and quantitative research techniques for concept development, flavor & naming analysis, new product development, packaging and advertising & communications. Ensures alignment with Brand Strategy, NPD and Marketing Operations process.
- Guides the NPD process by leading the development of consumer insights through custom research designs, leveraging existing trend reports and syndicated data sources, ethnographic research; converting learnings into actionable strategies and tactics which are then shared in a timely manner with the multidisciplinary teams involved.
- Partners with Sensory colleagues to help ensure that product experience is representative of intended concept through sharing of consumer insights, concept and flavor research recommendations etc. Includes participating in internal product testing/sensory validation.
- Takes the lead in providing communication excellence of strategic consumer understanding and insights. Includes ensuring Head of Insights has visibility to and is briefed on all research deliverables, participating in strategic discussion and share out with multidisciplinary teams and in share-out with executive leadership teams where appropriate.
- Identify and develop partnerships with preferred external research supplies, including awareness of capabilities, development of consumer insights and project recommendations and leveraging design and analytical capabilities as well as inspire and inform process for more effective use of consumer insights, and is adept in fitting the method and business question. Understands the balance of risk and value in vendor selection.
- Leads the management of on-going and new tracker studies (brands, trends, media, digital, and social) with interpretation of consumer learning and applying these to business challenges and recommendations.
- Embraces managing and mentoring team members, with one direct report as part of the job scope. Expected to peer mentor others cross functionally and within the insights/sensory organization.
- Supports the Sensory team with coaching in questionnaire design and use of survey software, and to provide occasional back up support when resources are limited in execution of sample preparation and sensory tests if needed to meet project deadlines.
Qualifications- 6-8 years in a Consumer Market Research role. Experience in the food, beverage sector a plus.
- Bachelors Degree in Market Research, Consumer Sciences, Psychology, Marketing or Business; Masters degree a plus.
- Working knowledge of a broad span of Qualitative and Quantitative research methods to address the marketing mix (product, place, price, promotion and positioning). Most notably, ideation/innovation, brand positioning & concept development/testing, segmentation, persona development, ethnography, pricing, packaging and advertising evaluation, online community/internal panel research.
- A firm understanding of the value of behavioral versus attitudinal research (and their use cases) is a must. Statistical analysis such as regression and multivariate analysis is a plus.
- Ability to translate insights and consumer learning into actionable results for decision-making and business growth opportunities.
- Confident with statistical data and excellent analytical skills.
- Strong oral and written communication skills with comfort, experience preparing and sharing insights with C-suite.
- Strong collaboration abilities are a must for this cross-disciplinary organization.
- Experience and comfortable peer mentoring and/or managing direct reports.
- Ability to clearly understand, define the business question, comfortable working with stakeholders to achieve alignment on the problem to solve as well as articulate, translate any research to reach the desired, optimal outcomes.
- Embrace the opportunity to inspire, persuade and coach others in the adoption of insight generation in consumer-centric thinking and actions; valuing consumer empathy.
The base pay range for this position is $115,000 to $162,000 annually. Actual compensation will be determined based on experience, qualifications, and other job-related factors permitted by law. This pay range represents the anticipated salary for this position at this time.
Wells Enterprises is an EEO/AA employer M/F/Vet/Dis
#Hybrid
About UsWells Enterprises, Inc. is the largest privately held ice cream manufacturer in the United States. Founded in 1913 by Fred H. Wells and run by the Wells family for generations, the company is an independent operating company of the Ferrero Group, one of the global leaders in sweet, packaged foods.
Wells produces more than 200 million gallons of ice cream per year and distributes products in all 50 states. Wells manufactures its signature brand Blue Bunny®, lower-calorie Halo Top®, the iconic Bomb Pop®, and Blue Ribbon Classics®.
Wells employs nearly 4,000 ice cream aficionados across the country. The company is headquartered in Le Mars, Iowa, where Wells has made Le Mars the "Ice Cream Capital of the World" as the largest manufacturer of ice cream in one location. Wells operates two manufacturing plants in Le Mars, Iowa, a manufacturing plant in Dunkirk, New York, and a manufacturing facility in Henderson, Nevada. Learn more at www.wellsenterprisesinc.com.
What We OfferAt Wells, we're proud to support our employees with comprehensive benefits that enhance health, financial wellness, and include paid time off (PTO). Eligible employees may also receive an annual incentive bonus based on Company performance. Learn more about our benefits here.
