Senior Director, Marketing Insights and Analytics

Summary

Unique opportunity to be part of shaping the next chapter for Chobani as well as defining and building the future of marketing for the company (and the industry), drawing from the best of discipline from CPG with the ability of Tech.

Be part of a newly formed Marketing team that will raise the voice of the consumer across the company, creating demand-driven growth and stoking love for the brand to elevate Chobani as a force for change in the world.

Reporting directly to the CMO, the Senior Director, Marketing Insights & Analytics will be a key member of the newly formed Marketing Leadership team, responsible for generating consumer insights that fuel product growth strategy and brand building in addition to creating a data-rich marketing analytics strategy to determine Marketing ROI and help the org make smarter and more informed business decisions.

This is a building role within a growth function in an incredibly fast paced and dynamic business. This is a role with huge scope for impact and growth in a purpose driven, category defining business.

Specifically, this includes :

• Insights brand perceptions, consumer segmentation, product drivers, competitive intelligence
• Measurement creative testing, brand health and full-funnel marketing ROI (paid, earned and o&o) using Mixed Media Modeling and other techniques, with focus on digital / retail platforms

Responsibilities

• Plan and implement overall marketing analytics strategy (medium to long-term strategic and operational plans); define most important KPIs to track and measure
• Provides actionable overall market and customer insights and data to address key strategic questions including defining the target customer, developing the product positioning, shaping the growth playbook and developing the creative brief
• Responsible for tracking, reporting, and analyzing the performance of marketing activities, ad-hoc analytic requests, and development / automation of regular reports.
• Develop and own the Marketing Dashboard to be presented to executive leadership and used by the marketing team to inform strategy, optimize plans and determine long-term investment decisions
• Synthesize data and insights into well-crafted narratives and presentations that inform and influence key stakeholders across the company and marketing to make better consumer-first decisions
• Analyzes external and internal customer data using database queries (SQL, Access), spreadsheet (Excel) models, web analytics tools (Adobe / Omniture), statistical analysis tools, and campaign management software tools.
• Evaluates consumer / shopper behavior to provide insights and recommendations to implement for further enhancements to the consumer experience.
• Analyzes A / B and Multivariate tests, extracts actionable insights that inform marketing and digital strategies, communicate results and provide recommendations.
• Able to synthesize and share insights via presentations to provide market and consumer insights to other marketing, product and sales departments.
• Advises other company functions (namely sales and product) and marketing counterparts (product marketing, consumer marketing, creative) as the knowledge owner for consumer and market data.
• Build, lead and mentor a nimble team of Insights & Analytics professionals, providing guidance, coaching, and development opportunities to foster their growth and maximize their performance.

Requirements

• 10+ years of related experience
• Bachelors degree; preferably in economics, statistics, marketing or management
• Building a marketing and analytics function that includes mix of in-house specialists and external vendors
• Deploying research methods and tools, both qualitative and quantitative
• Work with various marketing measurement approaches for online and offline media, including latest in retail media
• Leveraging the latest in decision-science and other data / AI tools
• Supporting consumer products and brands, preferably in CPG but not required
• Partnering with agencies / research ships and managing vendors
• Proven analytics, shopper research experience and / or consumer insights experience with strong analytical skills
• Strong leadership and influencing profile; Motivates action through fact-based, inspirational material
• Has a track record of identifying and championing new processes for improving fact-based decision making. Formulates a strong POV and can articulate future scenarios;

Is an exceptional story-teller.

• Excellent communication and collaboration skills to work effectively with cross-functional teams and stakeholders
• Problem-solving skills and the ability to translate data insights into actionable business recommendations.
• Proficiency in digital analytics and visualization tools such as Google Analytics, Google BigQuery, Adobe Analytics, Appsflyer, Firebase, Sprinklr, PowerBI, Microsoft Azure's services for data warehousing and analytics.

Familiarity with statistical modeling, regression analysis, and predictive modeling techniques. Experience with Agile development methods, Power BI, Tableau, Business Objects, D3 open source visualization, SQL, R and SPSS desired.

About Us

Chobani is a food maker with a mission of making high-quality and nutritious food accessible to more people, while elevating our communities and making the world a healthier place.

In short : making good food for all. In support of this mission, Chobani is a purpose-driven, people-first, food-and-wellness-focused company, and has been since its founding in 2005 by Hamdi Ulukaya, an immigrant to the U.

S. The Company manufactures yogurt, oat milk, and creamers Chobani yogurt is America's No.1 yogurt brand, made with natural ingredients without artificial preservatives.

Following the 2023 acquisition of La Colombe, a leading coffee roaster with a shared commitment to quality, craftmanship and impact, the Company began selling cold-pressed espresso and lattes on tap at 32 cafes, as well as Ready to Drink (RTD) coffee beverages at retail.

Chobani uses food as a force for good in the world putting humanity first in everything it does. The company’s philanthropic efforts prioritize giving back to its communities and beyond : working to eradicate child hunger, supporting immigrants, refugees and underrepresented people, honoring veterans, and protecting the planet.

Chobani manufactures its products in New York, Idaho, Michigan and Australia, and its products are available throughout North America and distributed in Australia and other select markets.