Consumer Insights Manager

Avery Brewing • Grand Rapids, MI

1d • $90,000 - $110,000

About The Position

The Consumer Insights Manager is responsible for leading consumer understanding and translating insights into strategic recommendations that guide strategic & commercial decisions across Mahou USA. This role serves as the primary insights partner to various internal teams, ensuring the voice of the consumer is embedded in all business decisions.

Requirements

• Bachelor's degree (B. A.) from four-year College or University.
• 5-7 years of experience in consumer insights, market research, analytics, or related roles within a CPG, beverage, or retail organization.
• Proven experience leading end-to-end research projects (qualitative and quantitative), including agency management and budget oversight.
• Strong working knowledge of syndicated data sources (IRI/VIP and Numerator strongly preferred).
• Experience supporting brand strategy, innovation development, and cross-functional decision-making.
• Strong analytical skills – able to distill key insights from large amounts of data & comfortable with extensive desk research and field research to uncover compelling consumer trends
• A clear communicator who provides easy to understand recommendations to internal Marketing- and cross-functional teams.
• Demonstrated ability to build influence across cross-functional partners and act as a strategic thought leader.
• A collaborative team player who contributes to a positive, consumer-first, insight-driven culture.
• Conducts oneself professionally. Approaches others in a tactful manner and treats others with respect and consideration regardless of their status or position.
• Consistently achieves desired outcomes on time and with a minimum of avoidable errors and issues.
• Proficiency in Microsoft Office suite.

Nice To Haves

• A degree in Marketing and/or Consumer Insights, Statistics or related field is preferred.
• Specialized certification in Insights, Analytics, or Research preferred
• Prior work in the alcohol, beverage, or food industries and an understanding of the 3-tier system is a strong plus.

Responsibilities

• Own the full consumer learning agenda for the Founders and Avery brand portfolios: defining key questions, designing research plans and prioritizing learning needs aligned to brand, portfolio and innovation strategies.
• Lead end-to-end research projects including scoping, vendor management, methodology selection, budget stewardship, and insight translation.
• Translate consumer, market, and category insights into clear, actionable recommendations that inform brand positioning, campaign development, innovation roadmaps and packaging/design decisions.
• Identify emerging consumer trends, category shifts, and whitespace opportunities using primary research, syndicated data (IRI/Nielsen, Numerator, VIP), and cultural trend signals.
• Serve as the organization’s expert on category and consumer dynamics within but not limited to beer, NA beer, RTD beverages, and broader beverage-alcohol occasions.
• Partner closely with Brand Marketing to inform brand strategy, campaign briefs, creative development, and pre/post-launch campaign measurement.
• Guide early-stage innovation by leading product opportunity assessments, concept development research, early formulation feedback, and commercialization testing.
• Co-lead KPI development for new product launches, creating dashboards and performance reporting frameworks that track KPI’s performance post new product launch.
• Provide insight-driven recommendations for portfolio optimization, pricing strategy, packaging evolution, and channel-specific execution opportunities.
• Develop and maintain regular reporting that delivers actionable, digestible insights for leadership and cross-functional partners.
• Build stronger analytical frameworks that connect consumer sentiment, shopper behavior, and in-market performance to guide decision-making.
• Elevate the organization’s consumer-centric culture by presenting on consumer trends, leveraging insight tools.
• Strengthen internal processes for research intake, project planning, innovation stage-gate work, and communication of insights across the business.
• Understand consumer behavior in our taproom(s), with a actionable insights to enhance the guest experience

Benefits

• Health, dental, vision, and other coverage for all employees starts date of hire.
• 401(k) matching
• Paid time off, volunteer time, and floating holidays
• Employee Assistance Program
• Paid sabbaticals with tenure
• Paid parental leave for all employees

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level