Senior Manager Market Research and Consumer Insights – Rogers

Date: Aug 7, 2020
Location: Toronto, ON, CA, M4W 1G9
At Rogers, we connect Canadians to a world of possibilities and the memorable moments that matter most in their lives. Every day we wake up with one purpose in mind. To bring loved ones together from across the globe. To connect people to each other and the world around them. To help an entrepreneur realize their dream. A sports fan celebrate a special moment.

Because we believe connections unite us, possibilities fuels us, and moments define us.

Senior Manager, Market Research & Consumer Insights

The Senior Manager, Market Research & Consumer Insights works closely with other members of the Consumer Insights team to help deliver best in class consumer insights for the Business Unit and Brand Team. The Senior Manager is a trusted advisor to internal business leaders by delivering thought leadership, being the voice of the consumer and synthesizing consumer and market knowledge to ensure business strategies are grounded in the consumer perspective. Reporting to the Director, Consumer & Enterprise Insights, the Senior Manager, Consumer Insights is part of the Brand & Integrated Marketing ‘Centre of Excellence’ within the organization.

Specific Responsibilities
Thought Leadership & Actionable Insight
• Lead the development and execution of a customer learning agenda using custom, tracking, internal, and syndicated research.
• Develop a deep understanding of consumers/customers, including attitudes, needs and behaviours, and drivers of brand/product preference
• Translate consumer knowledge into actionable consumer insights to drive business results and shape strategy for our brands.
• Drive consumer insights through the integration of various customer data sources – custom, tracking, internal & syndicated research – to provide a comprehensive understanding of the consumer
• Proactive leadership to ensure customer and business initiatives are grounded in fact-based consumer insights by developing a plan to ensure Consumer Insights resources are empowered to deliver on this role.
• Ability to proactively identify and fill information gaps in the business
• Engage in compelling business/data story-telling and provide meaningful and actionable recommendations to senior leadership team based on insights
• Develop quarterly insight summaries that deliver new insight to influence and shape business decisions for assigned portfolio
• Continuously improve ongoing foundational sources of consumer insight including Voice of the Customer, Brand Tracker, Share of Wallet, Market Tracker, Churn Tracker, Anchor Segmentation
• Proactively keep a pulse of consumer trends, competitive movements, industry advancements and government decisions that impact consumers and the business, translating trends into actionable insight
• Proactively bring forward new ideas/thought leadership/challenges to the status quo without a specific business request

Annual Plan, Budget & Project Management:
• Develop annual Consumer learning plan and budget for assigned business
• Track, maintain and continuously assess assigned budget ensuring budget and resources are allocated to maximize business impact
• Oversee Team’s day-to-day management of multiple custom research projects for assigned Business portfolio
• Oversee multiple priorities and deadlines in a fast-paced environment, ensuring deliverables are prioritized to meet business timelines and project results are actioned
• Work with Team and Business stakeholder to ensure Research briefs have clear objectives and deliverables that are linked to the organization’s strategic priorities
• Oversee Team’s research plans ensuring plans meet business objectives outlining methodology, timing, deliverables

Custom Research Design:
• Deep understanding of quantitative and qualitative custom research methodologies including, discrete choice, conjoint, max-diff, longitudinal tracking, focus groups, IDIs, consumer co-creation, etc.
• Understanding of effective research & sampling design and tradeoffs of various tactics, techniques and research supplier expertise
• Deep understanding of custom research including concept/new product testing, pricing, brand/product positioning, brand health, brand communication testing, advertising creative testing, features/benefits
• Thorough understanding of consumer segmentation and Rogers internal anchor segmentation to enable a segment lens on research
• In-house expert on custom research, including all methods of qualitative and quantitative research
• Up-to-date on new and effective marketing research methodologies for future adoption to help support business strategy

Relationship Management:
• Comfort working with and influencing senior level stakeholders and partners
• Build and maintain strong partnerships to understand and influence business tactics and solutions by bringing the voice of the customer to the conversation
• Work well with cross-functional teams across the enterprise
• Proven relationship building skills and client interaction experience
• Build and maintain partnerships with external research partners, including traditional market research firms, emerging companies, and syndicated research providers
• Viewed as subject matter expert and internal advisor by stakeholders for assigned portfolio

Leadership & People Development
• High degree of self-awareness and ability to positively impact/influence others
• Ability to influence others through combination of facts, intuition and common sense
• An effective listener who seeks to understand first and offers positive/flexible solutions to problems
• Ability to assess each research initiative with a critical eye to ensure that it provides incremental learning, actionable insights and a positive customer and company benefit. Know when both to recommend research and when to recommend against research
• Is a team player and knows the importance of building a winning team and recognizing individual contributions
• Has a vision for where they want to go and can motivate and empower a team to achieve a goal
• Is interested and motivated to help others succeed and achieve their goals
• Coach and teach staff to higher levels of performance and engagement
• Knows how to engage a team and inspires the will to win

Skills
• Strong interpersonal skills for working with internal and external stakeholders
• Story-telling to turn data into relevant and actionable insights
• Analytical skills and sound decision-making skills
• Ability to summarize issues and quickly solve problems
• Ability to adapt quickly in a highly competitive environment
• Dynamic, autonomous and customer-focused
• Excellent presentation and communication skills, proven at the executive level
• Relentlessly curious with a passion for challenging and improving the status quo
• Highly collaborative and sees the power in soliciting input and sharing information with others

Qualifications:
• Degree in business, marketing (consumer behavior, market research), statistics or quantitative discipline
• 10+ years of experience in marketing research ideally both on the client and supplier sides of Market Research,

• Experience in a client facing or consulting role is a strong asset
• Experience managing a team is a must

• Superb communication skills, story telling skills and consulting capabilities
• High proficiency with Microsoft Office (PowerPoint, Word, Excel) and Outlook
• Knowledge of SPSS an asset

Schedule: Full time
Shift: Day
Length of Contract: Not Applicable (Regular Position)
Work Location: 333 Bloor Street East (012), Toronto, ON
Travel Requirements: Up to 10%
Posting Category/Function: Marketing & Marketing Research / Analysis
Requisition ID: 197018

Together, we’ll make more possible, and these six shared values guide and define our work:

Our people are at the heart of our success
Our customers come first. They inspire everything we do
We do what’s right, each and every day
We believe in the power of new ideas
We work as one team, with one vision
We give back to our communities and protect our environment

What makes us different makes us stronger. Rogers has a strong commitment to diversity and inclusion. Everyone who applies for a job will be considered. We recognize the business value in creating a workplace where each team member has the tools to reach their full potential. At Rogers, we value the insights and innovation that diverse teams bring to work. We work with our candidates with disabilities throughout the recruitment process to ensure that they have what they need to be at their best. Please reach out to our recruiters and hiring managers to begin a conversation about how we can ensure that you deliver your best work. You matter to us! For any questions, please visit the Rogers FAQ.

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