Consumer Insights Manager

Role SummaryThe Manager of Consumer Insights is a newly established role at the California Milk Advisory Board (CMAB), created to build and centralize the organization's consumer and market intelligence function. This role will consolidate insights work previously distributed across internal teams and agency partners, establishing a consistent, rigorous approach to research and data analysis that informs strategy across all CMAB marketing efforts. The Manager of Consumer Insights will serve as the organization's primary authority on consumer behavior, market trends, and competitive dynamics, ensuring that data-driven thinking is embedded throughout the marketing organization.Consumer Research & Custom StudiesLead the design, execution, and analysis of custom consumer research studies, including qualitative and quantitative methodologies (surveys, focus groups, ethnographies, concept testing, etc.).Manage relationships with external research vendors and oversee all aspects of research project scoping, fielding, and reporting.Translate consumer research findings into clear, actionable insights and recommendations for marketing leadership and cross-functional partners.Build and maintain a consumer insights repository that captures ongoing learnings about the California dairy consumer and Real California Milk brand perceptions.Own the consumer tracking study and brand health measurement framework, monitoring key metrics over time and surfacing trends to leadership partnering with the EVP, Marketing and Director of Brand & Shopper Marketing on the brand health and optimization over time.Partner with the Executive Director of the CDIC to maintain cutting edge trend knowledge in dairy and concept test product ideas for processors.Syndicated Data & Market IntelligenceServe as the primary owner and day-to-day manager of CMAB's syndicated data platforms and contract management, including Circana, and any other relevant industry data sources.Monitor category performance, market share, and competitive dynamics across US retail channels, proactively identifying trends and opportunities relevant to CMAB's processors, retailers and marketing programs.Develop standardized reporting and dashboards that make syndicated data accessible and actionable for internal stakeholders – Develop and own monthly Circana Tracker.Partner with the Business Development – U.S. Retail and Strategic Growth teams, the Executive Director of the CDIC, the Director of Brand & Shopper Marketing, the Director of Foodservice and the Director of Innovation to integrate market intelligence into all areas of CMAB strategy.Evaluate and recommend new data partnerships or tools as the insights function evolves.Strategic Insights & Cross-Functional/External PartnershipAct as the internal insights resource for all CMAB marketing functions, including brand, shopper, advertising, and communications, ensuring consumer intelligence informs work across all channels.Partner with the advertising agency to transition insights responsibilities in-house, establishing CMAB's own research capabilities and institutional knowledge.Collaborate with the Director of Brand & Shopper Marketing and EVP, Marketing to develop an annual consumer insights plan aligned with CMAB's strategic priorities.Provide insights support for dairy innovation initiatives including the CMAB Excelerator and Incubator programs.Present findings and recommendations to senior leadership and cross-functional stakeholders in a clear and compelling manner.Present externally as the face of CMAB Consumer Insights to processors, retailers, other dairy organizations, etc.Responsible for summarizing and socializing existing dairy industry research from DMI, MilkPep, etc.Partner with DMI to advance California’s dairy industry.Insights Function DevelopmentEstablish standard operating procedures, tools, and templates for consumer research and insights reporting at CMAB.Build and maintain a centralized insights library accessible to internal marketing stakeholders.Identify opportunities to improve the organization's research capabilities and data infrastructure over time.Stay current on emerging research methodologies, data sources, and consumer trends relevant to the dairy and CPG categories.Other Consumer Insights duties as necessary.QualificationsRequired5–7 years of experience in consumer insights, market research, or a related field, preferably within CPG, food & beverage, or a marketing agency environmentDemonstrated experience managing both custom research projects (qualitative and quantitative) and syndicated data platformsProficiency with syndicated data tools, specifically Circana (IRI/Numerator); experience with additional platforms a plusStrong analytical skills with the ability to synthesize complex data sets into clear, strategic narrativesExcellent written and verbal communication skills, including experience presenting to senior leadershipProven ability to manage external vendors and research partnersSelf-starter with the ability to build a function and work independently without established processes30% travel, more than 50% based in CaliforniaThis role is remote but must be based in California

Benefits

CMAB offers a competitive compensation package commensurate with experience.Salary range: $90,000-$130,000Medical, dental & vision insurancePaid time off (including vacation, holidays & sick time)Company matched retirement planRemote work environment (must be based in California)Mission-driven work on behalf of California's dairy farmers