Human Insights Senior Manager – Creative & Media Intelligence

Key Skills

Aartificial intelligence, Agile methodologies, Behavioral science, Effective communication skills, Machine learning techniques, Planning and organization

Job Description

This role requires strong influencing and communication skills (written, verbal, and visual), comfort working in a networked environment, and ability to balance multiple priorities and stakeholders. The ideal candidate will have experience working with consumer insights, consumer packaged goods, advertising agencies, and managing supplier relationships. You should also have a strong knowledge of custom research techniques, syndicated marketing intelligence sources, a growth mindset with a strong aptitude for continuous learning, and staying abreast of emerging trends in media, advertising, and design research.

What You’ll Do for Us:

• Influence best-in-class creative through leading all aspects of research and testing including study design, supplier selection, questionnaire/discussion guide development, analysis, interpretation, and presentation of results. Drive deeper understanding of human behaviors, preferences, and responses to creative content, including advertising, experiences, packaging, and connections, ultimately impacting:
• Creative Development and Briefs,
• Creative Assessment & Optimization, and
• Creative In-Market Evaluation and Success
• Serves as an internal consultant across Human Insights team, as well as cross-functional teams and senior leaders; develop ongoing and annual learning plans to address key business needs.
• Build upon existing knowledge and connect the dots with new research across portfolio to deliver holistic understanding of communications effectiveness. Develop playbooks for performing historical analysis of creative communications, leveraging data-driven insights to inform future creative strategies.
• Develop standards and measurement plans to track and evaluate impact of creative and media initiatives on key performance indicators. Partner with Platform Services to influence development and optimization of proprietary campaign measurement systems.
• Use insights-based learnings and strategic influence to optimize campaign performance with actionable recommendations to maximize media investment.
• Develop methods and frameworks to evaluate and standardize shopper creative. Conduct research to inform and assess in-store and digital communication effectiveness (Shopper creative, point of sale communications, package VisID).
• Steward best practices of package design research leveraging eye-tracking, visual predictive analysists, shelf-testing and standardizing design principles and measurement.
• Partner within NAOU and global insights network to share insights, best practices and learnings, capability development and apply best practices from other OUs.
• Represent Coca-Cola creative research internally and externally. Steward learnings and best practices across the organization, collaborating with cross-functional teams to drive consistency and effectiveness in creative executions.
• Represent and advocate for the voice of the consumer every day by inspiring empathy for the customer and driving consumer-centric decision making.
• Stay up to date on emerging trends, technology and industry insights. Explore innovative research methodologies, analytics, and techniques to continuously improve effectiveness of research (neuroscience, Artificial Intelligence, Machine Learning, Social Listening, etc.).

QUALIFICATIONS & REQUIREMENTS:

Minimum:

• Bachelor’s Degree in Marketing, advertising, consumer behavior, social sciences, psychology or related field
• 8+ years of experience in consumer insights, market research, advertising research or similar role, preferably in CPG industry

Preferred:

• Master’s Degree in Business Administration, social science, Marketing Research (MMR) or related field
• 12+ years of deep qualitative and quantitative research methodologies, creative and advertising research and measurement; experience working directly with/for agencies and CPG

Functional Skills:

• Research Design & Execution: Ability to develop and direct custom research projects and ability to interpret and explain data to partners in meaningful ways to drive business needs. Knowledge of custom research methodologies, industry resources (e.g., Ipsos/Kantar, Nielsen/IRI, Mintel, NPD, Numerator, customer loyalty card/POS data, etc.) and KO proprietary resources (e.g., BEACH, EXCITE, iSHOP, DINE, BGM) to develop holistic understanding of people and communications engagement.

• Synthesis & Analytical Skills: Ability to analyze large amounts of quantitative and qualitative data to connect the dots, identify patterns, opportunities, and gaps, integrate disparate data sources, and build upon existing knowledge.
• Communication, Storytelling & Influencing: Communicate complex information and influence stakeholders and senior leaders through a structured, fact base and action-oriented storytelling to optimize creative and media campaigns.
• Industry Knowledge: Understanding of emerging trends and best practices in media and advertising and ability to apply this knowledge to drive best in class communications.
• Collaboration: Form relationships and serve as a trusted partner and advisor to across Marketing organization, and share knowledge and best practices across the Insights organization and global network
• Prioritization: Prioritize through a pragmatic fact-based approach, handling trade-offs, balancing immediate and long-term priorities. Ability to orchestrate multiple stakeholders, delivering the highest priority and solutions in a holistic fashion.
• Agility: Removes barriers to move faster. Experimental mindset and adaptive. Thrives under pressure and fast pace

What We’ll Do for You

• Join our team and contribute to driving the growth of some of the world’s most iconic & innovative brands. Working for a globally networked organization committed to scaling best practices and ideas, there is no limit to the impact you can have or the network of colleagues you can build.
• Our company’s purpose is “To Refresh the World. Make a Difference” and this role will empower you to have a direct impact on business strategies. You are joining an organization that is passionate about continuing to transform our business into a consumer first organization. And you will have an opportunity to help shape this journey, evolve your role & skills as we make progress and build foundations for a more connected and world-class insights group.
• As part of the Human Insights team, you are joining a high performing team passionate about truly understanding humans and using that knowledge to serve as strategic business partners and trusted advisors across the organization.

Skills:

Leadership; Consumer Trends; Analytical Thinking; Quantitative Research; Project Management; Human Insights; Market Research; Brand Positioning; Communication; Consumer Research; Influence; Problem Solving; Decision Making; Syndicated Research