Senior Director Consumer Insights

Senior Director Consumer Insights

Job Location: Hershey, PA

*Open to East Coast location with hybrid travel to Hershey.

The Senior Director Consumer Insights leader is responsible for the Consumer Insights Strategy, leading a robust research playbook to understand consumer behavior and preferences, translating Insights into actionable business strategies (Strategy, Marketing/Brand, Product, Innovation, Communications, M&A, etc.), across BUs (CMG, Salty, Protein, International, THX). In partnership with internal stakeholders and external vendors, the role must deliver the next generation of Insights capabilities (Human & Machine collaboration) to strengthen the business ability to anticipate and respond to evolving consumer needs across the snacking landscape. The role is also accountable to drive the integration of Consumer Insights into Holistic Commercial Intelligence (Consumer, Category, Customer & Competitor) aiming to build one single source of truth for commercial intelligence.

Top 4 Core Responsibilities / Outcomes Expected:

1. Consumer Insights Strategy to support Marketing, Brand, Innovation, Consumer Connections, Commercial Planning, Strat Plan & M&A across enterprise
2. Research Methodologies & Analytics, including qualitative and quantitative
3. Strategic Foresight & Trend Forecasting to identify and action against consumer behaviors changes and trends
4. Business Partnership & Influence. Embed Consumer Insights into commercial decision-making rooting all Marketing activities in the Consumer

Other Applicable Scope Defining Dimensions:

• Vertical and Lateral Interactions with ECs, VPs in Marketing & Commercial Areas, Broader teams and external partners.
• Consumer Insights produced by this role will inform the Strategy, M&A, Demand Creation Plan, Innovation, Marketing Activation, and Commercialization of The Hershey Company

Knowledge, Skills & Abilities:

• Strategic Thinking, Analytical Skills, Market Research, Data Management, Consumer Knowledge, Commercial Acumen, Executive Leadership and Cross-Functional Collaboration, Human + Machine Collaboration, i.e., AI.

Experience & Education:

• Experience: 13+ years of experience in Consumer Insights & Commercial Intelligence Roles, with Cross-functional experience in related areas such as Marketing, Commercialization, Strategy, etc.
• Education: Bachelor's degree in related field (Marketing, Psychology, Sociology, Business Management). MBA preferred

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