Market Research Analyst, Consumer and Marketplace Insights

Market/Company Overview
We are seeking dynamic Insights professional to join our team. Sylvania is the dominant player in the NAFTA Automotive Aftermarket. The Sales and Marketing Team has built this advantageous position with an unrelenting focus on serving our customers. Perennial success comes from layered well-tuned omni-centric marketing plan, combined with superior products and best in class sales/customer service. Expectations are high for the position and for the team.

Position Overview
The new Market Research Analyst, Consumer & Marketplace Insights position will play a key role within the Hillsboro, NH based marketing team (this can be a remote position preferably within New England area). The team is responsible for all aspects of consumer and retail marketing – from strategy, advertising, media, data management, new product launches, retailer specific marketing, omni-channel excellence, research, and tradeshow and activation planning. The Market Research Analyst, Consumer & Marketplace Insights reports to the Director of Marketing and partners with Brand Marketing Manager to use their broad-based research skills and analytic expertise to uncover key insights for marketing and overall business needs through identification of key consumer dynamics, competitive landscape metrics, market trends, and analysis and interpretation of data using analytical tools

Primary Responsibilities:

• Partnering with marketing team on defining major research objectives, developing project plans and approaches, executing, and delivering on timelines to meet objectives
• Enrich the organization’s knowledge of the consumer, identify category and consumer trends and mine for insights and opportunities
• Support the development of learning plans for foundational and ad hoc consumer insights research across the portfolio (examples: mega trends, demand spaces, usage occasions, upstream innovation opportunities)
• Executing research to support innovation development, product innovation, and support brand strategy
• Build a story utilizing multiple parts of POS data and other relevant data points
• Activating consumer learnings across the Marketing, Sales, and Product Mgmt. teams, while using strong storytelling skills and other compelling methods
• Ensuring the continuous evolution of the Insights function within SYLVANIA and shaping the future of how we effectively learn about and deliver compelling consumer insights
• Uncovering strategic insights utilizing consumer research, trends, data, and business performance helping shape strategy alongside Marketing leadership to accelerate the business
• Maintaining a mindset of continuous improvement techniques and cost, and identifying tools/vendor partners/technology to increase effectiveness of consumer and marketplace understanding that adds value to the business goals
• Define key performance indicators (KPIs) and metrics to track the progress and impact of key initiatives. Monitor performance against targets, analyze data trends and provide regular updates to key stakeholders
• Establishing yourself as a trusted partner to the Marketing, Sales, Product Mgmt., Category Lead, and other cross-functional teams by being a subject matter expert on the consumer and marketplace

• Bachelor’s Degree in Marketing, Market Research, Marketing Analytics, Consumer Insights & Data Analytics, Psychology, Sociology, or a related field required; MBA or related master’s degree highly preferred.
• Must be a resourceful, technically savvy, and detail-oriented collaborator who has had success in working with cross functional teams/projects
• 5+ years minimum direct experience with the following criteria:
• Seeking relevant CPG experience in Consumer Insights/Market Research
• Proficiency in research methodologies and techniques including survey and research study designs, qualitative and quantitative analysis, and statistical analysis
• Ability to interpret complex data and generate actionable insights
• Experience with brand health tracking, household panels, UX studies
• Familiarity with retail environments and understanding of shopper behavior is desired
• Strong retail knowledge with experience in POG redesign evaluation, research, and implementation
• Excellent communication and presentation skills, with the ability to effectively collaborate with internal teams and external partners. Lead effective meetings with clear purpose, goals, desired outcomes, timelines, action plans with solid follow-up
• Effectively leading projects with ownership from beginning to completion
• Creative thinker with a passion for innovation and staying ahead of market trends
• Ability to work independently, thrive in a fast-paced environment, manage projects simultaneously, and manage and meet timelines
• Managing multiple vendors and experimenting with new vendors
• Proficiency in working with Microsoft Office suite and experience with marketing and research analytics tools (i.e., Google Analytics, Pollfish, Tableau)
• Strong knowledge of Circana (POS data and Consumer Panel data)
• Willingness to travel as needed for customer meetings, market visits, and industry events