Senior Director, Human Insights

Provides leadership in driving the strategic integration of deep consumer understanding into brand/category development and business decision-making. A strong knowledge expert who can uncover human-centric insights that inspire innovation, brand growth, consumer and customer engagement. Possess a wealth of knowledge of industry tools and deep experiences working with insight professionals to utilize the proper tools, new methodologies, systems and metrics for maximum effectiveness. Ability to set the HI agenda by leading a team of insights professionals to go beyond data analytics and uncover insights. Work collaboratively and effectively with MLT and Global HI team to deliver analytical rigor, rich insights, integrated storytelling, and leadership to influence cross-functional teams (Marketing, R&D, Innovation, and Sales) at the highest levels.

• Leads the OU Human Insights team (including situational coaching and talent development) and the development & implementation of the OU Human Insights agenda, while connecting and integrating it to the global Human Insights network.

• Owns and drives the OU Insights learning plan and human insights activities, comprising Future consumer and shopper tensions and trends, application of behavioral science, consumer segment, cohort and culture understanding.

• Generate future-back human insights and develop a deep understanding of human behaviors, mindset, values and trends

• Applies disciplines of Growth Behavioral Science, Brand Edge (Segmentation)

• Perform consumer trend analysis and other consumer analytics delivers to holistic answers to business questions utilizing support from Platform Services

• Leads development of insights learning plan for each OU Category including Identifying key insights-driven opportunities and threats by category.

• Cocreate with Global HI community insights protocols and deliver insights to OU Categories for brand strategy

• Development of creative strategy insights in support of business and creative brief, early and late-stage creative development, consumer co-creation, evaluation and testing.

• Devise, manage and deliver insights to OU Categories to support launch of new regional and local brands, driving the innovation pipeline, development of visual identity for regional and local brands and development marketing campaigns for regional & local brands

• Development of innovation opportunity identification, concept development and assessment, product and packaging development, early and late-stage consumer co-creation, evaluation and testing.

• Application of product-concept testing protocols for innovation projects (with TCR, R&D)

• Devise, manage and deliver insights to IMX to support package design, design guidance and standards and apply thinking marketing around E2E consumer journey (Experience Orchestration and Experience Consistency)

• Leads development of shopper understanding with focus on key OU channels and shopper journey. Generate key shopper insights by channel

• Collaborate with IMX to understand and incorporate channel/consumer and consumption insights

• Define and action testing protocols for IMX campaigns

• Perform ad hoc research (e.g. for global campaigns and innovation projects)

• Function network contribution, share insights from OU and learnings (including from successful localized campaigns), capabilities development, and apply best practices from the global Human Insights network

• Provide insights consult support for related OU functions (SRA, PAC, Front Line Marketing etc.)

• Be a key partner with business and P&L owners to enable better decision making founded on deep consumer, macro forces and commercial insights.

• Provide customer support to brands and Operating Unit to enable brand equity building and consumer relationship building, recruitment and loyalty across TCCC portfolio

• Be a visible and proactive internal and external leader on behalf of Human Insights and TCCC. Internally: Be a fact-based voice, gaining seat at the table in key business process and decision making. Foster the development of talent and capabilities across the insight community and geographies. Externally: Represent TCCC's point of view in the research and analytics arena and push the envelope for better research standards, data quality and accountability across the industry to benefit companies and consumers.

• Able to conceptualize frameworks and research models for diverse marketing and consumer insights problems.

• Required to tackle structured and unstructured problems coordinating all phases of analysis from formulation to conclusions / recommendations.

• Comfortable with both large amounts of data, and qualitative insight, iterations with research and technology vendors and able to design effective and efficient insight programs to address business questions.

• Ability to orchestrate multiple stakeholders, delivering the highest priority and enterprise-wide insight solutions, in a holistic fashion.

• Ability to analyze complex issues and bring together multiple concepts across functions to define the strategic opportunities for the business.

• Direct Reports: XX direct reports (combination of team leaders and individual contributors)

• Must be a clear and inspiring communicator. Must be able to translate technical / market research information into compelling business implications and call to action/ recommendation to the business.

• Must excel in multipoint / multilevel communication. Comfortable interaction with OU president, Marketing and Category leads, and IMX, Front Line leads.

• Must act as TCCC spokesperson in market research industry forums and associations. Must be able to position TCCC as a knowledge leader in human insights making insight a source of competitive advantage for the company

• Comfortable in high pressure and uncertain environments including contract negotiation, strategy and business review discussions. Communication style: Calm / collected under pressure. Fact based argumentation.

• The role communicates internally across OU Mkt (and eventually including Key Bottlers), the global insights community (Global team + 8 OUs), and OU HR and PAC.

• Career Development: The Coca-Cola Company offers a wide range of resources and programs to support your career development, including global learning programs and leadership development programs.

• Inclusive Workplace: The Coca-Cola Company is committed to fostering an inclusive workplace. We value and celebrate diversity, which leads to a stronger, more competitive company that can better serve our customers and communities.

• Exposure to World Class Leaders: Availability to global leaders that will expand your network and exposure you to emerging technologies and techniques.

• MARKET RESEARCH TECHNIQUES

• INSIGHT APPROACHES, TRENDS AND LATEST INSUSTRY THINKING

• HOLISTIC ANALYSIS AND BUSINESS QUESTION RESOLUTION

• CONSUMER CO-CREATION, COMMUNITES AND DIGITAL/INFLUENCER NETWORKS

• SHOPPER RESEARCH, PASSIVE DATA STREAMS AND NEURO TECHNIQUES

• AGENCY AND PROJECT MANAGEMENT

• SYSTEM KNOWLEDGE AND CLEAR UNDERSTANDING OF THE DYNAMICS OF THE SOFT DRINK INDUSTRY

• MARKETING EXECUTION EXPERIENCE

• INNOVATION DEVELOPMENT EXPERIENCE

• DIGITAL

• MULTIPLE MARKET EXPERIENCE