Position Number
Requisition ID
Full Time
Corporate HQ

Consumer Insight and Marketing Manager


Title:               Consumer Insight - Marketing Manager
Reports to:     Director of Marketing
This position is responsible for the company’s consumer shopper insight marketing strategy. This position is responsible for creating and driving shopper and consumer insights into action to accelerate the Red Gold brand and private label brand business at the point of purchase.  The position works with marketing and respective sales teams to correctly define and prioritize shopper-understanding needs and leverage them for growth opportunities. Further this position ensures all shopper and retailer based research is designed and analyzed in such a way that it is easily translated into usable insight by a non-technical audience. 
Marketing Strategy & Driving Change within internal sales
Maintains and sets the vision of a holistic view of category strategy
  • Change agent for the sales team on how to present a compelling, fact-based sales presentation to customers
  • Lead transformation of  Red Gold sales team as experts in the tomato, ketchup, pasta, tomato juice and salsa categories
Consumer Insight Management
  • Develop and facilitate joint private label and branded “go to market” strategies
  • Develops shopper needs learning to drive improved business results.
  • Single Red Gold point of contact for consumer information; act as a funnel for communication
  • Leads the design, implementation, analysis, and harvesting of key shopper insight studies in order to improve strategic or tactical position of assigned customer teams at retail.
  • Maintains awareness and fluency of major and/or relevant studies and insight resources and ensures responsible use by personnel in developing solutions.
  • Develops and communicates the strategic shopper learning that will earn Red Gold the reputation among retailers of being a consumer expert among major food companies and will enable the company to favorably influence the retail merchandising and shopper marketing of its brands.
  • Designs and develops a proprietary set of deep shopper insights on shopping occasions, need states, demographics and psychographics.  Creates customer-marketing ideas (e.g., in-store communication, product assortment, merchandising, etc.) that enables Red Gold to address shoppers' true feelings while shopping and, thereby, increases their likelihood to purchase Red Gold brands or increases the number of products that they buy.
  • Crafts compelling, factual, consumer-based "cases for customer action" that enable Red Gold to achieve its goals at retail while delivering bona fide incremental sales to the retailer
  • Assists in designing and implementing category strategies that identify genuinely shared opportunities for incremental sales across the category within a retailer and across retailers in a market.
  • Plans and executes research that supports category management and shopper marketing short-term and strategic goals.
  • Acts as lead contact with category management, sales team leads, shopper marketing, and brand marketing for shopper insights related conversations.
  • Manages shopper insights budget and insures it is executed with proper resourcing against highest priorities.
  • Leverages existing syndicated tools to maximize their impact through appropriate application to shopper insights issues.
  • Creates a sales information capability that drives greater sales organization effectiveness. 
  • Drives category consumer learning into stronger, more strategic customer plans and results. 
  • Integration of marketing into key sales initiatives to grow Red Gold’s brands and Private Label products user base, brand awareness, and word of mouth
  • Work with Sales Directors, the Director of Marketing and Brand Managers to define retail based objectives for Red Gold’s portfolio of products
Management of Consumer Data
  • Manage accessible account and shopper marketing data and data requests from Daymon
  • Manage the Daymon/Red Gold consumer data analyst
Sharing Consumer Insights with Sales, Marketing & Customers
  • Single point of contact
  • Prepares compelling stories and sales presentations for the customer relating to consumer’s “market basket”
  • Participates in customer meetings, as requested or deemed necessary.
Miscellaneous Projects or Assignments
  • Actively engaged in the industry, attending relevant trade events and symposiums
Indirect Reports:
  • Daymon’s Consumer Insight analyst staff (1) assigned to Red Gold and our categories
  • Bachelor’s Degree  in marketing or related field, required
  • Master’s desirable, but not required
Experience and Technical Skills
  • 10 or more years of experience in category management, shopper insights and/or retail with a significant percentage of that time working on strategic retail issues
  • Three or more years of people management experience
  • Trade marketing experience required
  • Sales experience desirable, but not required
  • Experience across the portfolio of shopper custom research approaches
  • Solid experience with syndicated data applied to a retail context
  • Clear expertise in translating complex consumer learning into simple, compelling, specific implications and recommendations and then presenting these insights to senior leaders
  • Solid category management technical skills (e.g., assortment planning/optimization, space management, category business planning, syndicated POS data extraction and synthesis, etc.)
  • Demonstrated success in leveraging shopper insights to drive business results, ability to intuitively understand the needs of shoppers and retailers and translate insights into action with marketing, customer marketing, category management, and sales partners
  • Project management experience, with a demonstrated ability to handle multiple projects
  • A diverse background and job experience that includes sales, marketing and category management is preferred
Non-Experience Factors
  • Outstanding problem solving skills.
  • Outstanding ability to prioritize, consolidate projects/achieve efficiencies, and facilitate prioritization by key constituencies and to manage effectively a large number of projects
  • Strong written/verbal communication and presentation skills
  • Ability to identify creative options for researching difficult consumer/customer issues.
  • Demonstrated ability to navigate easily between the strategic and tactical levels of marketing thinking and among the perspectives of researcher, marketer, and retailer. 
  • Ability to synthesize learning from multiple studies into customer marketing principles, as well as specific recommendations to retailers.
  • Proven record of thought leadership, influence (on clients, constituencies), and business impact is essential
  • Charisma
  • Ability to influence and negotiate
  • Command and presentation skills
  • Able to successfully collaborate
Physical Requirements
  • Able to travel to customers, as needed (25% or less travel)
  • Able to ambulate fingers to operate a computer keyboard, telephone, etc.
  • Able to work on a computer and view a computer screen for long periods of time