Novus Foods is hiring a Director of Consumer Insights to own the ad hoc research and syndicated-insights agenda for our base-business portfolio and to drive the consumer thinking behind portfolio evolution — line extensions, mix strategy, and new offerings across our platforms.
This is a build role as much as a deliver role. You will be the go-to expert on consumer and market data, translating it into decisions for Brand, Category, R&D, Packaging Engineering, Omni, Sales, and the C-suite. You will start with our savory and sweet portfolios, with the mandate expanding to the broader business (Noosa, Private Label) over time.
Portfolio in scope at start:
- Savory: Fresh Cravings, La Mexicana, Salads of the Sea, plus smaller brands (Italian Rose, Smilin’ Bob’s, etc.)
- Ad hoc and syndicated insights. Be the in-house expert delivering market, customer, and product insights that guide strategy — demand spaces / need states, segmentations, brand positioning, product concepting, portfolio optimization and growth, and creative briefs.
- Learning plans. Design and run comprehensive insights learning plans tied to both short- and long-term objectives, at the portfolio and individual-brand level.
- The full funnel. Support initiatives from upper-funnel conceptualization through lower-funnel optimization and rationalization.
- External research. Manage outsourced initiatives end to end — design, methodology, inputs, reporting, and share-outs — across our vendor stack.
- Toolkit evolution. Recommend and help implement improvements to the research toolkit to deepen insight and improve efficiency: new vendors and AI-enabled methods, DIY quant/qual tools, and brand tracking (awareness and KPIs) to measure engagement, brand/product performance, and marketing effectiveness.
- Storytelling and alignment. Synthesize data into clear narratives that enable consumer-first decisions, and present to cross-functional teams and leadership (up to C-suite).
- Function building. Help build a best-in-class insights function in partnership with the [Head of Consumer Insights & Innovation Strategy].
- Deliver the learning plan for the base-business portfolio and execute the highest-priority studies.
- Rationalize the vendor/tool stack with a recommendation on where to consolidate, add (incl. AI/DIY), or cut.
- Become the trusted insights partner cross-functionally, evidenced by insights cited in brand, category, and innovation decisions.
- Brand Tracking Tool Identification & Future Stand up preparation for when organization is ready to invest in awareness + KPIs across priority brands.
(Adjust to your actual priorities.)
- 7–10 years in consumer insights, research, or analytics within CPG — F&B strongly preferred.
- Bachelor’s Degree in economics, statistics, marketing, management, or a related field. Advanced degree a plus.
- Well-rounded qual + quant methods: survey design/analysis, focus groups, IDIs, digital communities, data analytics, and advanced statistical techniques.
- Syndicated-data fluency (e.g., Circana) and the ability to connect consumer and shopper behavior.
- Experience managing stakeholders & Vendors – internal teams and external partners/agencies to deliver actionable insights.
- Comfort using decision-science and AI-driven tools to inform product and brand strategy.
- Strong leadership and communication — able to influence across levels and lead through data-driven storytelling.
