Consumer Insights Manager at Wolverine World Wide Inc in Rockford, MI
Wolverine Worldwide is a global marketer of branded footwear, apparel, and accessories. With an established global footprint that spans approximately 200 countries and territories, as well as a rock-solid infrastructure, Wolverine Worldwide is dedicated to advancing the following brands that comprise the ever-expanding portfolio:
Bates, Chaco, Cat Footwear, Harley Davidson Footwear, Hush Puppies, Keds, Merrell, Saucony, Sperry, and Wolverine. Wolverine Worldwide's continued success is driven by our ability to stay true to our simple mission:
we empower, engage and inspire our consumers - every step of the way. The Consumer Insights Manager will work at the brand level and at the portfolio level to support our corporate and operating group strategic initiatives. The Insights Manager will employ tried-and-true research methodologies that bring brands closer and more connected to consumers. Additionally, the Insights Manager will lead and manage projects that inspire a consumer-obsessed culture and catalyze design-led innovation. These projects will inform meaningful and successful brand strategies, communication, and product development for our family of brands. This person will be responsible for managing internal consumer research activities, as well as managing external vendors and overseeing supplier-led projects. Primary Duties To develop, manage and execute consumer insights learning plans for Wolverine Worldwide brands. Partner with marketing and product development teams to clarify business needs and identify key questions for each business. Represent the voice of the consumer in decisions made across all facets of the business - e.g. communication, product development and retail insights. Lead research project design and questionnaire design, implement fieldwork, analyze data, and develop reports/presentations. Lead, manage, and execute the brand tracker for the Wolverine Worldwide portfolio. Monitor brand metrics and identify the root cause of any changes and strategies needed to improve metrics. Define and explore the target consumer for each brand via a balanced approach of quantitative and qualitative methods. Lead and manage 4D Innovation Inspiration projects for key brands. Leverage syndicated data and trends to understand the drivers of the business and encourage fact-based decision making. Lead and manage international research projects that will enable brand growth across several key markets Synthesize multiple data sources to uncover insights and then create concise and compelling stories to bring those insights to life. Influence others with solid recommendations based upon sound analytics and an intimate understanding of products, consumers, and competitive pressures. Manage the research budget for Wolverine Worldwide brands and help the business to maximize the efficiency of market research spending. Manage internal research projects and external research vendors/agencies - consulting on project goals, methodology and budget. Knowledge, Skills and Abilities Required Must be intellectually curious, passionate about consumers, and be interested in the footwear/fashion category. Expertise in a wide range of research methods (quantitative and qualitative) and the appropriate application ofthese methods. Broad understanding of a wide range of research methods (quantitative and qualitative) and the appropriate application ofthese methods. Expertise inresearchproject management andworking with external research suppliers,e.g.designingquestionnaires, facilitator guides, banners for researchreports and analyzing cross-tabs. Ability to translate research results/findings intoactionable insights and recommendations Stronganalytical skills; ability to analyze consumer transactional, behavioral, attitudinal and demographic data and draw informed conclusions based on the results. Strong ability to develop relationships with business partners and cross-functional team members. Ability to influence and lead within the organization as a functional research expert Experience in advising senior leaders on strategic issues. Strong communication and presentation skills are a must. Must be proficient in Microsoft Office programs:
Powerpoint, Excel, and Word. Bachelor's or other degree in business, marketing, market research, statistics, finance, or social sciences required. 6
years of consumer insights or market research experience (client or vendor side). Experience with Footwear/Apparel or CPG preferred.
Salary Range:
$100K -- $150K
Minimum Qualification
Marketing Research & AnalysisEstimated Salary: $20 to $28 per hour based on qualifications.
Bates, Chaco, Cat Footwear, Harley Davidson Footwear, Hush Puppies, Keds, Merrell, Saucony, Sperry, and Wolverine. Wolverine Worldwide's continued success is driven by our ability to stay true to our simple mission:
we empower, engage and inspire our consumers - every step of the way. The Consumer Insights Manager will work at the brand level and at the portfolio level to support our corporate and operating group strategic initiatives. The Insights Manager will employ tried-and-true research methodologies that bring brands closer and more connected to consumers. Additionally, the Insights Manager will lead and manage projects that inspire a consumer-obsessed culture and catalyze design-led innovation. These projects will inform meaningful and successful brand strategies, communication, and product development for our family of brands. This person will be responsible for managing internal consumer research activities, as well as managing external vendors and overseeing supplier-led projects. Primary Duties To develop, manage and execute consumer insights learning plans for Wolverine Worldwide brands. Partner with marketing and product development teams to clarify business needs and identify key questions for each business. Represent the voice of the consumer in decisions made across all facets of the business - e.g. communication, product development and retail insights. Lead research project design and questionnaire design, implement fieldwork, analyze data, and develop reports/presentations. Lead, manage, and execute the brand tracker for the Wolverine Worldwide portfolio. Monitor brand metrics and identify the root cause of any changes and strategies needed to improve metrics. Define and explore the target consumer for each brand via a balanced approach of quantitative and qualitative methods. Lead and manage 4D Innovation Inspiration projects for key brands. Leverage syndicated data and trends to understand the drivers of the business and encourage fact-based decision making. Lead and manage international research projects that will enable brand growth across several key markets Synthesize multiple data sources to uncover insights and then create concise and compelling stories to bring those insights to life. Influence others with solid recommendations based upon sound analytics and an intimate understanding of products, consumers, and competitive pressures. Manage the research budget for Wolverine Worldwide brands and help the business to maximize the efficiency of market research spending. Manage internal research projects and external research vendors/agencies - consulting on project goals, methodology and budget. Knowledge, Skills and Abilities Required Must be intellectually curious, passionate about consumers, and be interested in the footwear/fashion category. Expertise in a wide range of research methods (quantitative and qualitative) and the appropriate application ofthese methods. Broad understanding of a wide range of research methods (quantitative and qualitative) and the appropriate application ofthese methods. Expertise inresearchproject management andworking with external research suppliers,e.g.designingquestionnaires, facilitator guides, banners for researchreports and analyzing cross-tabs. Ability to translate research results/findings intoactionable insights and recommendations Stronganalytical skills; ability to analyze consumer transactional, behavioral, attitudinal and demographic data and draw informed conclusions based on the results. Strong ability to develop relationships with business partners and cross-functional team members. Ability to influence and lead within the organization as a functional research expert Experience in advising senior leaders on strategic issues. Strong communication and presentation skills are a must. Must be proficient in Microsoft Office programs:
Powerpoint, Excel, and Word. Bachelor's or other degree in business, marketing, market research, statistics, finance, or social sciences required. 6
years of consumer insights or market research experience (client or vendor side). Experience with Footwear/Apparel or CPG preferred.
Salary Range:
$100K -- $150K
Minimum Qualification
Marketing Research & AnalysisEstimated Salary: $20 to $28 per hour based on qualifications.
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