The Senior Manager, Consumer Insights and Analytics deeply understands consumers in the outdoor industry and helps build a consumer-centric organization focused on consistently using the voice of the customer to drive business value. The Senior Manager will develop and leverage primary and secondary research to identify consumer trends and motivations to position Winnebago Industries as an outdoor industry leader for internal and external stakeholders. He/she will partner with the brand teams (Winnebago, Grand Design RV, Newmar, Chris-Craft, and Barletta) to help design learning plans and to gather, analyze, and interpret quantitative and qualitative data to understand consumer needs and perceptions.

Responsibilities

Enterprise Consumer Insights

• Build and implement a strategic framework for driving business opportunities from consumer data and insights
• Develop knowledge of brands, consumers, competition, shopping behaviors, cultural trends, and market dynamics to build actionable insights that influence business strategy, marketing, and product development
• Execute and conduct proprietary market research on the outdoor industry and consumer trends that will affect Winnebago Industries' brands and the industry as a whole
• Collaborate with teams across the organization to provide consumer insights that can translate into brand and marketing activities and drive positive business outcomes
• Partner with the brand teams to develop learning plans and equip them with a framework and toolset to advance insight maturity and capabilities

Analytics

• Develop consolidated reporting to identify, measure, and track KPIs such as brand health, customer satisfaction, purchase intent, Net Promoter Score, advertising ROIs, etc. across businesses
• Identify opportunities for improving the effectiveness of brand activities by integrating insights from consumers and ensuring ongoing reporting and measurement
• Champion a customer-centric and data-driven mindset, using data and analytics to inform and deliver customer experiences, as well as measurable business results
• Leverage digital channels for ongoing consumer feedback and measurement

Team Building

• Establish a high level of trust and collaboration with the business units
• Promote a culture of diversity and inclusion
• Effectively manage a range of agency partners and establish measurable KPIs

Qualifications

• Bachelor's Degree preferably in marketing, psychology, or a related field with experience in consumer insights
• 6+ years of relevant work experience in market research/consumer insights
• Ability to engage with multiple stakeholders to understand their needs, identify and prioritize key issues, and translate them into strategic learning plans with clear objectives and methodologies
• Proven track record in executing, analyzing, and developing recommendations leveraging research across a variety of areas: human understanding (behavioral science, segmentations, range of qualitative methods), marketplace trends (syndicated sources, industry data), innovation (concept development/testing), brand building (positioning and advertising development/testing, brand health), as well as business performance (POS/market share data)
• Excellent communicator including strong interpersonal and presentation skills
• High intellectual curiosity and willingness to challenge the status quo
• Highly collaborative and willing to pitch in and help where needed
• Willing to travel as necessary (up to 20%)