Assistant Brand Manager, Consumer Insights in Charlotte, North Carolina at Krispy Kreme

At Krispy Kreme Doughnut Corporation, we love our people, and they love our culture and the opportunities that come with being a part of Krispy Kreme. Our values are at the core of who we are, what we believe, and what brings us together as one united team. Come explore the endless opportunities in an environment where we support you and your professional success. As we grow together, we win together. Our success has always been driven by the skills and ideas of our talented and diverse team members. We value work/life balance, diversity and inclusion! Everyone at Krispy Kreme is an Original. Now is the time to achieve more and take your career further with Krispy Kreme.

The Assistant Brand Manager – Consumer Insights plays an integral role, supporting consumer research projects, and identifying guest experience and competitive/industry trends. This individual directly informs and influences brand strategy and insights across all business channels, including at-shop, ecommerce, and CPG. She/he will support research and analytics needs throughout the company, while continuously striving to proactively improve measurement tools and reporting formats. The ideal candidate will have a keen interest in research design, insights, and organizing and presenting data. S/he will also have an insatiable sense of curiosity, which demands the discovery of the actionable “Why” behind a business or consumer trend. As part of the Consumer Insights team, this individual will help bring the voice of the consumer to life in business decisions as we seek to understand the constantly evolving behaviors, values, attitudes, needs, and desires of our consumers.

HERE'S A TASTE OF WHAT YOU'LL BE DOING

Guest Experience Measurement

• Pulls and analyzes data for custom report requests and periodic reporting
• Maintains highly detailed store and report distribution database
• Conducts regular QA checks on customer experience data collection and reporting to ensure absolute accuracy

Brand Research

• Manages online consumer panel of 15,000+ consumers, creating captivating portal content and maintaining community health
• Supports team on internal research initiatives, assisting with questionnaire development, survey programming, and thoughtful, detailed analysis
• Adds value by combining and interpreting data from multiple sources (transactional data, syndicated reports, reporting sites, etc.) in a clear and concise manner

Consumer Intercepts/Product Testing

• Partners with Innovation, Marketing, QA/QC leaders in internal and external product testing
• Supports all aspects of testing and consumer intercepts, including recruiting, data collection/fielding, and the comprehensive reporting of actionable insights

Industry/Competitive Reporting

• Continuously tracks and summarizes industry information and competitive market trends
• Develops and executes detailed and comprehensive periodic industry/category reporting, leveraging competitive intelligence tools such as NPD CREST, BBI, and/or SurveyMini

YOUR RECIPE FOR SUCCESS

• Minimum of 2 years or equivalent marketing/research experience
• Bachelor's degree in Marketing, Consumer Research, Business, or related discipline required
• Owns a strong talent for translating complex research objectives into simple, comprehensive solutions
• Aptitude and passion around data illustration and unbiased storytelling
• Ability to work under tight deadlines in a high-pressure and continuously evolving environment
• Ability to meet even the most seemingly minute, detailed insights task with earnest curiosity
• Proactive, result-oriented
• Strong attention to detail and data integrity a must
• Outstanding communication skills (written and verbal)
• Advanced skills in MS Office software (Excel, PowerPoint) required
• Understanding of statistical concepts such as significance testing, weighting, Z-Test, etc. will help in this position
• Working with analytic/research software a plus
• Pass a pre-employment drug screen and criminal background check

*Ability to efficiently work in a hybrid (remote and in-office) environment*

BENEFITS

• Comprehensive benefits (medical, vision, and dental insurance)
• Employee discount program
• 401K plan
• PTO and “dream” days
• Company events
• Education Reimbursement
• Hospital Indemnity Insurance
• Adoption Assistance
• Life Insurance
• FSA/HSA Plans
• Pet Insurance