Director of Consumer Insights

The Role:

Meati Foods is currently seeking a Director, Consumer Insights to join our Marketing team. This position is responsible for driving the organization's consumer learning agenda across multiple teams and projects. This role should inspire others while ensuring the highest standard of research excellence across all business channels. You will be creative, collaborative, curious, and fearless in challenging conventions while developing crystal clear articulation of poignant, and actionable insights. Keeping the consumer and customers at the heart of your work, you will collaborate with Brand Marketers, R&D leaders, and Commercial and Channel partners to identify the most meaningful data from internal and external sources in regard to meeting research and business objectives.   We are looking for the right person who can help design an insights department from the ground up, prioritizing consumer feedback at every touchpoint in a modern way, allowing for Meati to emerge as a thought leader and category creator.

Responsibilities:

• Manage all aspects of insights research projects, from recommending methodologies, identifying suppliers, managing design, scope of research, and budget for primary and secondary research
• Leverage the appropriate research techniques to support a variety of disciplines, including brand tracking, advertising research, competitive intelligence, brand development, culinary insights, and channel specific intelligence.
• Identify/select third party research sources, effectively leveraging vendor relationships and external research partners as needed to achieve additional insights
• Partner closely with Innovation and R&D teams to lead product innovation feedback, including evaluation of early-stage new products/product improvements, leading concept research, and gathering consumer feedback
• Contribute to content marketing via new thinking and thought leadership.
• Develop an insights tool kit or ‘stack’ partnering with key vendors to continually refine and improve our consumer discovery solutions.
• Build the company’s foundation in primary market research (quantitative and qualitative) that leads to corporate comms, product and brand strategy that is grounded in consumer insight.
• Provide oversight of Meati’s consumer research, for various products and in various business channels (DTC, Retail, Food Service) to include an assessment of target consumer demographics and psychographics; purchase intent and benefits valuing
• Demonstrate continuous improvement of the Consumer Insights function through advanced analytics and tool development, and become the go-to trusted source of insights internally and externally.
• build a robust portfolio of consumer insights, psychographics, customer segmentation, and market strategies to lead the company (and industry) forward

Qualifications:

• Bachelors Degree in Marketing, Business, Psychology or similar, MBA preferred
• Minimum 12 years of experience in Consumer Insights or related field in QSR, Retail, CPG or Market Research Vendor. Food technology & innovation (or brand side) startup experience is a plus.
• In-depth understanding of different research methodologies and experience designing and executing quantitative surveys (experimental and validation) and qualitative focus groups including traditional and mobile focus groups, creative/ideation group sessions, consumer IDIs, and restaurant, retail intercepts.
• Strong knowledge of marketing and market research fundamentals including experimental design, statistics, quantitative and qualitative methodologies.
• Demonstrated success in leveraging consumer insights to drive business results.
• Must be able to develop an objective perspective and feel confident sharing it with internal clients and outside research partners.
• Must be able to synthesize, communicate and turn insights into practical, actionable commercial application.
• Demonstrate advanced skills in Microsoft programs including Outlook, Word, Excel, PowerPoint, Teams and SharePoint.
• Collaborative, both vertically within diverse teams and horizontally throughout a rapid growth stage organization.

Compensation:

Range is $128,000 - $175,000, then will include a potential annual bonus and equity. Actual pay will be adjusted based on experience.