Sr. Manager, Global Consumer Insights

Hasbro

15h•$134,200 - $201,300•Hybrid

About The Position

We take play seriously. We’re looking for curious adventurers ready to find their party, fueled by imagination and drive to build what’s never been built before. At Hasbro and Wizards of the Coast, you’ll collaborate with passionate teams to reimagine our iconic brands and create experiences that spark joy, connection, and community through the magic of play. This is your chance to shape legendary play that lasts a lifetime. At Hasbro, we are dedicated to crafting a vibrant future of play and entertainment. We invite ambitious and creative individuals to join our team as we continue to innovate and encourage. Our culture is rooted in community, passion, integrity, creativity, and inclusion, making Hasbro a place where outstanding ideas thrive. The Senior Manager, Consumer Insights will serve as a core partner and consumer advocate for Hasbro’s Global Play and Commercial teams, focusing on the Action Brands, Fashion, and Preschool portfolios, with responsibility for brand and franchise strategies, product innovation, and go-to-market planning. This individual brings wide-ranging and well-developed skills in quantitative and qualitative primary research, secondary data review, project oversight, and a consultative approach. You will take initiative in shaping research priorities, addressing issues, proposing recommendations, and encouraging insight integration with interested parties. We want someone enthusiastic about Hasbro’s brands and curious about what drives consumer behavior. Joining the Consumer Insights team, you will have the opportunity to represent the consumer’s perspective. You will boldly apply data and insights to support teams in enhancing business decisions that expand our brands and introduce winning products.

Requirements

10 years of experience in consumer insights or market research, ideally including several years working with children's or fan products, entertainment, and/or gaming
Extensive knowledge in quantitative and qualitative insights techniques, such as segmentation, product testing, volumetrics, creative asset evaluation, and purchase journeys
Outstanding skill in crafting engaging stories using data and insights, presented with a level of refinement suitable for GM-level presentations
Experience translating advanced analytics into insights – e.g., choice modelling, segmentation, driver analysis, price elasticity – with support from vendor partners and AIM Analytics peers
Strong problem diagnosis and definition skills
Excellent prioritization and project oversight capabilities
High-level analytical and critical thinking skills
Excellent interpersonal, written, and verbal communication skills
Proficiency with Microsoft Office 365 tools and navigating Power BI dashboards
Passion for the toys & games category
BA/BS or equivalent experience required, preferably in social sciences, marketing/market research, or a related field

Nice To Haves

MBA, other advanced degree, or additional education in consumer insights/analytics is advantageous, or equivalent experience will be considered

Responsibilities

Act as the consumer advocate within the Action Brands, Fashion, and Preschool portfolios, guiding brand strategy, product development, forecasting, entertainment planning, and marketing decisions.
Working with the Director, prioritize business questions and requests across audience, category, brand, entertainment, product, creative, and commercial needs.
Proactively develop and complete insights agendas guided by achievements aligned to strategic brand goals, development gates, commercial landmarks, and go-to-market planning.
Develop and coordinate many custom and standardized research programs, such as foundational consumer learning, audience segmentation, brand tracking, product and package testing, messaging and campaign testing, and purchase journey research. Present findings through research reports and offer strategic advice to brand and creation teams.
Provide strategic storytelling and presentations that scale up to senior levels, distilling complex consumer findings into clear, compelling narratives that drive confident business decisions.
Champion the adoption of AI-powered research and insights tools across the insights team. Actively experiment with new approaches, build proficiency in AI-assisted synthesis, analysis, and storytelling. Help the team adopt new AI-enabled ways of working.
Model standards for quality and actionability in research plans and deliverables. Provide guidance and mentorship to junior team members. This role does not have direct people management responsibilities.
Confidently advocate for the consumer perspective and decisions based on insights. Share a clear, evidence-based point of view with collaborators, even when it challenges conventional thinking or the current direction.