Senior Manager, Category Insights

Red Bull•Santa Monica, CA

4d•$115,000 - $173,000

About The Position

Our objective is to establish ourselves as experts in the Energy and Beverage categories and become the preferred choice for retailers when selecting a partner for Energy Drinks and/or Beverage Category strategy or seeking strategic guidance and thought leadership in this space. The Senior Manager of Category Insights will lead the North American Category Insights team, focusing on the creation and communication of Red Bull's category insights. This position will be responsible for managing syndicated sales data and deliverables while spearheading new initiatives aimed at driving category growth, expanding Red Bull’s presence, and enhancing our influence with key retailer partners and internal stakeholders, including the Executive Leadership Team, Sales Leadership Team, Distribution, Trade Marketing, and Shopper Marketing teams. The Senior Manager will also work closely with peer teams across disciplines such as Shopper Insights, Space Planning, Category Development, and Field Sales throughout the selling cycle. Together, they will develop actionable insights to identify customer-focused strategies, uncover opportunities, and deliver solutions that support growth for both the category and Red Bull.

Requirements

A Bachelor's degree in Business, Marketing, Management, Accounting, Data Analytics, or a related field is preferred.
A minimum of 8 years of experience in consumer goods, retail, or syndicated data, with expertise in category management, sales, business analytics, and/or shopper insights.
Extensive experience in understanding, utilizing, and applying syndicated data, customer card/POS data, and panel data to drive internal and external success through sales and share growth (familiarity with data sources such as Circana, Nielsen, Numerator, 84.51, dunnhumby, Luminate, Mintel, Euromonitor).
Proficiency in simplifying and presenting complex data into clear, actionable narratives.
Working knowledge of the CPG retail landscape, including sales drivers, merchandising, and execution strategies.
Proven experience managing relationships with third-party data and insight service providers.
High proficiency in Microsoft Office Suite (Teams, Excel, Word, and PowerPoint) with additional experience in analytical programs being advantageous (e.g., Tableau, Microsoft Access, Power BI, ProSpace, SQL, VBA, Alteryx).
A demonstrated ability to establish strong, collaborative relationships with internal business partners and cross-functional teams.
Exceptional verbal, written, and presentation communication skills.
Strong organizational and planning abilities, with the capacity to manage multiple projects simultaneously.

Nice To Haves

Experience in DSD Beverage is preferred.

Responsibilities

INFLUENCING SALES STRATEGY VIA INSIGHTS DELIVERY Identify and anticipate business needs, uncover sales opportunities, and deliver innovative, data-driven insights to guide Red Bull's sales strategy, foster Red Bull's growth, and promote category growth. This is achieved by integrating data from various resources (e.g., Circana, Numerator, Mintel) to craft the most compelling narrative.
Develop and present weekly and monthly category insights reports to inform key internal stakeholders across multiple functions, including Leadership Teams, Category Development, Sales, Marketing, and Distribution.
Lead the creation of critical insight deliverables that support the annual Business Planning process, such as Year-End Reviews, Annual Insights Kick-offs, and Annual Customer Business Planning sessions.
Provide ad hoc insights and analytical support as needed by internal stakeholders upon request.
Collaborate with cross-functional teams to identify potential insight requirements and contribute to the development and delivery of an Insights Learning Plan designed to offer unique and actionable data-driven insights supporting the needs of internal stakeholders.
DATA MANAGEMENT Become an expert in Circana data, including the application and interpretation of metrics and tools, to develop meaningful and actionable insights.
Manage the relationship with Circana and oversee Circana data resources, ensuring the seamless delivery of accurate weekly and monthly data.
Leverage Circana's client team support to maintain model integrity, address data issues, and plan for long-term initiatives.
Ensure the approach to syndicated database design evolves with trends in CPG, beverage, shopper behavior, and retail by evaluating current solutions and recommending alternative or new data solutions.
Oversee alternative insight source partners and deliverables, including Nielsen, Mintel, PDI, 1010data, and Euromonitor.
Collaborate with Circana and other vendors to provide training that enables both new and active users to utilize available data effectively and ensure successful adoption of new data/tools.
OPTIMIZING DATA SOURCES/USAGE Oversee the current category insights reporting suite across all retail data sources, ensuring continuous improvement in both content and delivery.
Collaborate with Circana, Data Science, and IT teams to create effective reporting solutions for the organization while providing training on new data tools.
Inspire internal teams by sharing insights derived from data resources and introducing new data tools or methodologies.
Address and resolve data-related issues and inquiries from internal stakeholders, facilitate communication between stakeholders and vendor partners, and work towards improving overall data resource efficiencies.
Explore and implement meaningful connections between third-party (3P) data and internal data sources to generate valuable insights.
MANAGING & COACHING Guides, trains, and leads direct reports to achieve desired outcomes.
Effectively coaches the team based on observed strengths and areas for improvement while preparing them for future development opportunities.
Cultivates an environment of trust, empowerment, and accountability.
Motivates and coaches direct reports to enhance productivity through prioritization, addressing inefficiencies proactively, and fostering collaboration within the wider team.
Equips team members with foundational knowledge in shopper and category analytics, consumer packaged goods (CPG), retail, brand, category, and shopper dynamics, while creating training programs tailored to developmental needs.