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Consumer and Marketplace Insights Manager - Sweet Earth

Company: Nestle USA
Location: Oakland
Posted on: July 21, 2021

Job Description:

Position Summary:
Sweet Earth (60% of focus) – Lead insight discovery and recommend consumer & shopper strategies and actions for a fast-growing, entrepreneurial brand, specifically focused on post-acquisition expansion (incl. innovation pipeline development and rollout), consumer targeting, consumer journey, brand positioning, brand architecture, and overall business health dynamics.

Strategy (40% of focus) – ‘White Space’/Opportunity Area Identification including marketplace trends evaluation and implications from a consumer perspective.  Initially, the role will focus specifically on early identification of consumer opportunities for plant-based nutrition and sustainability, and their applicability to growth strategies for the Sweet Earth and other NUSA brands.

This role is for a Consumer Insights leader who can drive  business results on a scaling business with insight and market intelligence through both primary and secondary research techniques to lead and influence senior decision makers with the goal of establishing clear leadership for Sweet Earth in the fast-growing plant-based nutrition space.  

The role will not only catalyze the fast-growing Sweet Earth brand, but also help set future direction for overall Nestle U.S.A. (NUSA) growth by supporting the Strategy team with critical consumer and marketplace insight geared toward anticipating how the marketplace will evolve over the next 5-10 years.  

Leadership & Consulting for Sweet Earth and Strategy

  • For Sweet Earth, serve as the “brand navigator” by providing thought partnership with brand marketing to the Leadership Team, including in the area of defining the brand’s target consumer
  • Understand and explain Sweet Earth brand and business drivers, competitive challenges, and opportunities for growth, both short term and long term
  • For Strategy, develop clear, consumer-centric POVs on strategic growth platforms, including scoping, sizing and trending of opportunity ‘white spaces,’ and understanding the appeal of potential new business models from a consumer perspective; be able to evaluate and adapt to a small and scaling business playing in the dynamic plant base space
  • Experience in plant-based and wellbeing markets, and partnering to define precise, consumer-relevant brand positioning to facilitate the business team’s consistent delivery of the brand across all marketing touchpoints preferred. Or a track record of quickly upskilling in previous roles also considered
  • Comfortable connecting with other category/brand insight leads to ensure Sweet Earth strategy supports broader Nestle strategies and complements its sister brands


Insight Discovery & Actions

  • Build consumer empathy and understanding across teams by effectively communicating existing knowledge and defining and executing actionable learning plans
  • Consistently represent the ‘voice of consumer’ by knowing consumers deeply and driving decisions in favor of consumers
  • Find and integrate ‘tip of the spear’ opportunities for by discovering and sharing opportunities to showcase research/learning on high value topics (e.g. trends, demand dynamics, etc.)
  • Develop business-driving stories from synthesized consumer insights for the brand using diverse and multiple sources (syndicated and custom research)


Learning Plan Focus & Efficiency

  • Focus on clearly defining business partners’ objectives, then aligning the learning plans to them, then tailoring communications of findings to guide key decisions
  • Use clear, strategy-aligned criteria to assess the value of projects to eliminate or outsource low-value requests; and encouraging smart ‘decide and go’ approach where base knowledge already exists, or risk of decision is low
  • Manage projects within budget
  • Provide suppliers with access to all information available to ensure intimacy with NUSA
  • Use strategic assets to build non-monetary, reciprocally valuable relationship with suppliers, motivating above-and beyond support and partnership


Financial/Strategic Impact: Defines potential routes for Sweet Earth to achieving objectives on Market Share, Sales Volume Growth, Brand Health, Return on Investment and Product Performance.  Provides sufficient consumer-centric rigor to size and trend strategic ‘white spaces’ for NUSA.

REQUIREMENTS AND MINIMUM EDUCATION LEVEL:

  • Bachelor’s Degree in Marketing, Economics, Psychology, Sociology or related field required; MBA preferred.
  • Minimum of 5 years of progressive insight discovery/ research experience with budget responsibility, preferably in a consumer packaged goods company.
  • Strong drive for results with a passion for the consumer and marketing.
  • Business-owner mindset.
  • Be comfortable with ambiguity and needing to figure things out.
  • Ability to work with Marketing teams to build short-term marketing tactics that support long-term strategies and brand vision.
  • Experience in selecting appropriate, diverse research methodologies, designing research studies, and trying new methods when appropriate.
  • Experience leading projects with ownership of budgets, suppliers, research, and schedule.
  • Strong sense of curiosity and desire to seek opportunities to self-educate on new methodologies and techniques, and general research and business news.
  • Ability to influence across multiple levels in an organization.


The Nestlé Companies are an equal employment opportunity and affirmative action employer seeking diversity in qualified applicants for employment. All applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability or veteran status.

Keywords: Nestle USA, Oakland , Consumer and Marketplace Insights Manager - Sweet Earth, Other , Oakland, California

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