- The successful Shopper and Category Insights Manager will have regular, on-going contacts both inside and outside of the Company
- Inside contacts include Sales and Shopper & Category Insights teams, Insights and Innovation, Marketing and Trade/Customer Marketing
- External contacts will include proper account based personnel such as buyers/category managers, retailer market research and/or store testing groups, as well as existing 3rd party contacts, such as IRI, Spectra, shopper insights vendors
- The Shopper & Category Insights Manager II will be charged with finding creative solutions to business issues that will drive increased sales and profits for the retailer’s category and PCH brands
- Key challenges include analyzing competitive activity, understanding retailers/PCH strategies and goals and developing merchandising tactics (based on insights) to meet or exceed those goals and insure in-store execution of the programs developed at headquarters
- Manage category advisor-ships where appropriate
- Develop category leadership initiatives
- Develop innovative merchandising strategies/tactics focused on driving profitable growth of retailer category and Wyeth brands (based on insights)
- Gain retailer/WCH support for consumer research initiatives, and assume project management responsibilities for the research, including conducting, analyzing, and communicating results, as well as development of action-oriented recommendations
- Review and analyze existing research materials to identify new consumer/shopper learnings to address current business issues
- Provide advanced analytical approach to store level data analysis
- Broaden level of influence throughout the retailer, particularly within non-purchasing functions (i.e., market and consumer research, store testing, etc.)
- Achieving and maintaining core distribution and share of shelf objectives
- Four-year college degree, MBA a plus
- Excellent communication and negotiation skills
- Demonstrated ability to think strategically and execute/apply tactics
- 4+ years Category Management/Shopper Insights experience, or 5 + years of equivalent CPG industry experience
- Consistent, demonstrated proficiency of Category Management/shopper
- Insights concepts, including proven track record of managing retailer category as a captain or validator or strategic partner
- Strong demonstrated proficiency of syndicated data (IRI, Spectra, etc.), retailer store-level POS data and space management software
- Demonstrated proficiency and working knowledge of consumer/shopper applications and software (i.e., HH panel data, custom research, loyalty card/transaction data, etc.)
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