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Zevia · 17 hours ago

Consumer Insights Manager

United States

Full-time

Onsite

Mid, Senior Level

$115K/yr - $130K/yr

7+ years exp

Zevia is dedicated to creating better-for-you flavors that benefit both people and the planet. The Consumer Insights Manager will champion the voice of the consumer, translate data into actionable insights, and shape the brand's growth agenda by ensuring marketing and product innovation are grounded in real consumer needs.

Food and BeverageGroceryRetail

Comp. & Benefits

Responsibilities

Voice of the Consumer/Consumer Champion within the organization: Act as the consumer champion within Zevia, expanding the organizational knowledge base on the consumer target, proactively identifying areas where Zevia can address consumer need states, pain points, beliefs and behaviors

Research Design & Execution: Scope, directly field, and analyze primary research (Brand Health, U&A, JTBD, segmentation, category drivers, claims testing, creative diagnostics & media efficacy, idea and concept screens) and integrate secondary sources (category, shopper, social listening). This is a hands on role that will both drive research end-to-end and partner with research vendors, depending upon the specific learning objective(s) and resources

Measurement & Reporting: Maintain alwayson dashboards (brand health, brand funnel, awareness/familiarity, consideration, trial, retention, equity attributes, packaging) and publish quarterly executive summaries of key consumer trends. Assist brand team in developing consumer relevant KPIs and measurement for all marketing activities

CrossFunctional Collaboration: Work closely with Brand Marketing, Innovation, eCommerce, Category Insights, Sales, and Finance to make insights actionable in briefs, media plans, packaging, displays, digital assets, sellin stories and all other consumer relevant touchpoints

Vendor & Tool Management: Select and manage agencies; standardize methodologies; ensure data quality; negotiate SOWs; evaluate new techniques/platforms to improve speed and actionability of insights

Brand Fan Engagement: Design, build, and scale a community of brand fanatics to serve as an ongoing source of early-stage consumer insights

Data Storytelling: Distill complex findings into crisp narrativesclear implications, quantified sizeofprize, risks, and recommended actionstailored for executive leadership

Qualification

Consumer InsightsMarket ResearchData VisualizationQuantitative ResearchQualitative ResearchVendor ManagementCommunity EngagementData StorytellingResearch Budget ManagementData PrivacyCommunicationCross-Functional Collaboration

Required

7+ years in Consumer Insights/Market Research (CPG experience a must). Specific experience with both quantitative and qualitative research, managing the process end to end from consumer recruitment to delivery of final report

Experience driving consumer insights function, with direct responsibility managing brand trackers and concept/creative testing; building consumer communities/panels; delivering executive-level readouts that impacted go-to-market decisions

Experience with a mix of platforms such as Numerator, Kantar/Mintel, social listening, survey tools, and data visualization (Tableau/Power BI); strong Excel and MS suite skillset

Experience managing vendor partners

Excellent communication skills and ability to distill complex data into clear and actionable narratives

Prior ownership over execution and delivery of research budgets

Education: Bachelors degree in Marketing, Business, Psychology, Economics, Statistics, or related field, preferred; advanced degree a plus

Familiarity with data privacy (CCPA/GDPR) and ethical research standards

Must be eligible to work in the U.S