Category and Shopper Insights Lead; Eden Prairie, MN​/Austin, MN​/Chicago, IL

Category And Shopper Insights Lead

Hormel Foods Corporation, based in Austin, Minnesota, is a global branded food company with approximately $12 billion in annual revenue across more than 80 countries worldwide. Its brands include Planters®, Skippy®, SPAM®, Hormel® Natural Choice®, Applegate®, Wholly®, Hormel® Black Label®, Columbus®, Jennie-O® and more than 30 other beloved brands.

This position will report to the Assistant VP of Sales Strategy and will champion category and shopper insights, retail-relevant growth strategies, and actionable merchandising recommendations to accelerate category and brand growth with retail partners.

The role is responsible for building and scaling a best-in-class category and shopper insights function, setting the team agenda, and delivering insight-led strategies that influence retailers, field teams, and internal stakeholders. Success is measured by actionable insights that strengthen customer partnerships and unlock incremental growth.

Responsibilities:

Lead Category and Shopper Strategies, and Retail Thought Leadership

• Own the enterprise-wide development and execution of category growth strategies and tactics.
• Turn insights into action by translating trends, shopper behavior, primary/secondary research, and syndicated data into persuasive and retail-relevant selling stories.
• Lead the development of category learning plans and execution of best-in-class shopper research, including research vendor management.
• Monitor industry, shopper, and category trends.
• Partner closely with cross-functional stakeholders to support customer priorities and initiatives.
• Influence retailer merchants and senior leaders through clear, data-driven narratives that result in category and brand growth.
• Elevate retailer relationships, as an indispensable business partner.

Influence Planograms, Assortment & Space Optimization

• Lead actionable, end-to-end planogram strategy and execution – aligned to clear goals and objectives.
• Deliver fact-based omni shelf, assortment, and space recommendations that address shopper needs and retailer strategies.
• Activate recommendations with retailers, powered by customized analysis, test-and-learns and post-reset evaluations.

Exemplify Leadership & Collaboration

• Recruit, lead, and develop a high-performing category and shopper insights team.
• Define processes, tools, and best practices for insight generation and activation.
• Partner cross-functionally with Sales, Marketing, Enterprise Analytics and Consumer Insights, to maximize investments and deliver results against key objectives.
• Advance the discipline of Category & Shopper Insights at Hormel by socializing insights with cross-functional partners, influencing senior leadership, and showcasing measurable business impact.
• Serve as a trusted advisor to key retail customers as an indispensable business partner.

Qualifications:

Required

• Bachelor's degree.
• 5+ years of CPG experience in category management, shopper insights, or customer strategy.
• Demonstrated leadership experience with multiple direct reports and upskilling teams.
• Demonstrated success in building or transforming category and shopper insights capabilities.
• Retailer-facing experience influencing category strategies, line reviews, assortments, and modular decisions.
• Deep knowledge of omni-retail structures, execution, and "metrics that matter".
• Strong analytical skills with large and complex data sets.
• Hands-on experience with syndicated data (scan and panel) and shopper research.
• Working knowledge of assortment and space planning tools.
• Advanced Excel and PowerPoint skills, and storytelling with data.
• Clear, confident communicator with executive presence.
• Ability to influence cross-functionally and operate effectively in matrix environments.
• Problem solving, decision-making, and organizational skills.
• Applicants must not now, or at any time in the future, require employer sponsorship for a work visa.
• Applicants must be authorized to work in the United States for any employer.

Preferred

• Advanced degree (MBA or related field).
• 7+ years of CPG experience in category management, shopper insights, or customer strategy.

Location: Eden Prairie, MN / Austin, MN / Chicago, IL

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