Role Overview:
We are seeking a highly strategic and commercially minded Consumer Insights Manager to lead the development and implementation of consumer research and insights initiatives across our quick service restaurant (QSR) brand. This individual will play a key role in shaping brand, product, and customer strategies through data-driven storytelling and insights, helping to drive growth, innovation, and customer satisfaction in a fast-paced, competitive environment.
Key Responsibilities
- Lead Consumer Insights Function: Own the end-to-end consumer insights strategy, aligning with marketing, product development, operations, and executive leadership.
- Research & Analysis: Design, commission, and manage qualitative and quantitative research to uncover consumer attitudes, behaviors, usage patterns, and brand perceptions.
- Customer Understanding: Drive deep understanding of the QSR consumer, including segmentation, customer journeys, need states, and decision drivers.
- Strategic Influence: Translate insights into actionable strategies and business cases to inform menu development, pricing, customer experience, marketing campaigns, and store innovation.
- Stakeholder Collaboration: Partner with internal teams (Marketing, Product, Operations, Digital, Finance) and external research agencies to ensure insights are embedded into business decisions.
- Trend Tracking: Monitor market, category, and cultural trends impacting consumer behavior, dining occasions, and food innovation.
- Performance Measurement: Support brand health tracking, NPS, customer satisfaction, and loyalty metricsproviding guidance to improve customer engagement and retention.
- Thought Leadership: Act as the voice of the customer at the senior leadership table, helping shape long-term strategy and competitive positioning.
- Team Management: Build and lead a high-performing insights team (if applicable), fostering a culture of curiosity, learning, and commercial impact.
- Bachelors degree in Marketing, Business, Psychology, Statistics, or related field (Masters preferred).
- Minimum 58 years experience in consumer insights or market research, with at least 3 years in a senior/strategic role.
- Strong background in the food, retail, FMCG, or QSR industry highly preferred.
- Proven experience in managing complex research programs and transforming findings into strategic recommendations.
- Strong grasp of quantitative and qualitative research techniques and data analytics tools (e.g., SPSS, Tableau, Power BI).
- Excellent communication and presentation skills, with the ability to influence at senior leadership level.
- Highly analytical with a commercial mindset and strong business acumen.
- Strategic thinker with strong problem-solving capabilities
- Customer-obsessed with a passion for understanding human behavior
- Commercially savvy and results-oriented
- Collaborative, adaptable, and thrives in a fast-paced environment
- Strong leadership and team development skills
