Shopper Insights Manager

Shopper Insights Manager Overview

Shopper Insights at Red Bull is a strategic arm of the broader Insights & Category Management team with both external and internal constituents. Externally, we strive to be the only reasonable choice when retailers decide on a thought partner across Total Non‑Alcoholic Beverages and within Energy Drinks. Internally, we have our fingerprints on all phases of the Red Bull selling process: influencing sales priorities, crafting winning selling stories, and harvesting robust information sources to measure success and inform new opportunities.

The role reports to the leader of Shopper Insights, where knowledge of the Shopper and Category is brought together for impactful selling to national and regional accounts – our secret sauce in the market. Knowledge across panel data, POS data, and quantitative & qualitative research techniques is required.

• Develop retail selling strategies based on shopper purchase behavior (Numerator) combined with POS oer data (Circana), DIY research tools (Numerator Trigger Surveys, Suzy), and custom research projects.
• Provide Shopper Insights inputs that support the annual Business Planning process, such as Monthly Insights Call, Quarterly Shopper Scoop, Year End Review, Annual Insights Kick‑off, and Annual Customer Planning.
• Assist(named) with and manage potential ongoing ad‑hoc and custom research projects from ideation to deck development to presentation.
• Independently identify, design and manage DIY research projects using Numerator and Suzy.
• Primary point of contact for shopper insights expertise and support for 1‑2 channel verticals (i.e., Small Format, Large Format, On‑Premise, Emerging) with opportunity to lead annual learning plan projects for channel vertical.

• Be an expert in Numerator and DIY research tools (Suzy, Appinio, Metrix Lab) including application & interpretation of metrics and tools to develop meaningful & actionable insights.
• Provide input into optimizing Numerator Panel data and developing internal training curriculum for internal users to usage of key shopper insight resources and participate in live forums for key stakeholders to educate broader Sales & Marketing teams.
• Contribute tossel: maintain the Red Bull ‘center of excellence’ for all Shopper Insights tools and information for everyday access by Category Management and Shopper Marketing teams.
• Provide research methodology, guidance, & support to Category Management, Category Insights, Trade Marketing, Shopper Marketing & Product Marketing to optimize research investments.
• Proactively identify knowledge gaps and work with vendor partners on the execution of projects to fill those gaps.

• Collaborate with Shopper & Category Insights and Category Development teams to provide insights support as needed.
• Communicate insights to all levels of the organization on a regular basis through monthly call schedules, user group communications, and internal presentations.
• Build and leverage relationships across Insights, Sales and Marketing organizations to support consistent insights communications and share best practices and resources.
• Primary point of contact for CDMs.
• Primary contact for 2‑3 cross‑functional partners (i.e., On Premise, Trade Marketing, Distribution, Product Marketing) to align on business initiatives, potential research projects and how to best leverage initiatives.
• Provide ad‑hoc insights support as requested by internal stakeholders.

• Coach Category Development Managers on best‑practice uses of Shopper data to deepen thought leadership and further opportunities for the Category with Retailers.
• Opportunity to mentor Shopper/Category Insights Graduate individual.

• Minimum 4+ years related work experience required in CPG/FMCG.
• Experience with Shopper Panel, Loyalty data, and DIY research tools.
• Experience with syndicated data (Circana, Nielsen, etc.).
• Knowledge of quantitative & qualitative shopper data and analyses methodologies.
• Experienced in Microsoft Office Suite including Excel, Powerpoint, and Word.
• Strong history of creating…