Location: Hershey, PA
Department: Consumer Insights
Summary of Role:
Lead the development and execution of Consumer Insights initiatives in support of internal Chocolate Brand Marketing business partners across Demand Creation Strategy, Innovation Pipeline Building (including ideation, concept testing, and new product validation), Creative Development, Brand Equity, and Product Formulation Qualification.
Role Responsibilities:
• Understand key business questions to develop learning agendas and research methodology recommendations
• Knowledge of consumer insights tools and methods including qualitative (IDI’s, focus groups, ethnographies, shop-alongs) and quantitative (segmentation, demand/need space landscaping, product/concept validation), etc.
• Synthesize insights from disparate sources of data to provide holistic perspective spanning primary and secondary research, shopper insights, POS data, and trends
• Guide business decisions through data-based, consumer-centric insights
• Collaborate with other Consumer Insights professionals on the team to drive best practices and ensure holistic support of business partners.
• Effectively partner with cross-functional internal teams and external vendor partners to ensure business and research objectives are scoped accurately and expectations are met
Desired knowledge, skills, and abilities:
• Respondent level raw data analysis and interpretation using SPSS, PowerBI, Tableau, or similar platform
• Project management skills, coordination of multiple activities and studies
• Highly driven, self-motivated, proactive contributor
• Strong written and oral communication skills, including the ability to make clear, accurate, and concise presentations of insights and implications
• Knowledge of IRI/Circana is a plus
Minimum Education and Experience Requirements:
• Education –
• Bachelor’s degree in Marketing, Economics, Data Science, Psychology, Sociology, or related fields of study required.
• MBA or relevant Master’s Degree preferred
• Experience –
• At least 3-5 years of relevant Consumer Insights experience on either the client or supplier-side, preferably within the consumer-packaged goods (CPG) space
The Hershey Company is an Equal Opportunity Employer. The policy of The Hershey Company is to extend opportunities to qualified applicants and employees on an equal basis regardless of an individual's race, color, gender, age, national origin, religion, citizenship status, marital status, sexual orientation, gender identity, transgender status, physical or mental disability, protected veteran status, genetic information, pregnancy, or any other categories protected by applicable federal, state or local laws.
The Hershey Company is an Equal Opportunity Employer - Minority/Female/Disabled/Protected Veterans.
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