Sr. Analyst, Consumer Insights
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About The Position
This position is the responsible steward for converting the voice of omnichannel The Hershey Experience (THX) guests to actionable insights for the purpose of improving guest experience, increasing guest loyalty and driving business growth. The incumbent serves as the global guest experience liaison across insights, operations and marketing teams to ensure the implementation of proper research including: initiation, design, execution and analysis satisfying both tactical and strategic objectives for THX. This position is responsible for analyzing guest data and communicating insights to drive business decisions in support of THX businesses including Brick and Mortar Retail, D2C and Licensing. The individual will assess comprehensive guest data from research studies, secret shopper, guest satisfaction, consumer relations, social media, videometrics tools, Google Analytics and other external sources of consumer insight to develop a holistic view of consumer behavior. The incumbent will also assist in driving solutions/alternatives to aid in developing, changing and improving the guest data and reporting strategy. This position will also ensure accuracy of data and importantly, translate consumer insights into actionable recommendations. In addition to working directly with the broader Strategy, Insights and Analytics team, the person in this position manages the day-to-day relationship with Hershey's external research vendors as well as all retail partners. Also, leads a team of flex force employees to conduct research activities- guest intercepts, surveys, focus groups, data processing, and reporting.
