Director, Brand/Category Human Insights

As the Director of Human Insights for Category/Brand Strategy, you’ll join a high-performing North America Portfolio Strategy & Human Insights team working to deeply understand consumers and unlock growth through actionable insights. Your expertise in market research, consumer & marketplace analytics, and strategic consulting will help shape learning plans that drive impact across the marketing organization. Success in this role requires collaboration, sharp strategic thinking, and comfort navigating a fast-paced, dynamic environment.

In this role, you’ll lead custom research and analytics across brand strategy, communication, and innovation, partnering with Marketing and cross-functional teams both within North America Operating Unit (NAOU) and globally. Your insights will shape strategic initiatives, leveraging the power of data and storytelling. You’ll bring a robust background in custom research and syndicated marketing intelligence, with experience in the consumer-packaged goods industry and a passion for innovative methodologies.

We’re looking for a strategic thinker who can champion foresight across the organization, draw on diverse perspectives to tackle challenges, and foster an innovative, collaborative mindset. We value constructive discontent, always seeking to improve and embrace change. As a resourceful leader, you'll help us maximize existing data and drive growth by making bold, informed decisions.

Key Responsibilities:

• Co-create Insights Strategy: Partner with Human Insights, Marketing, and global teams to craft strategic learning plans addressing brand and category opportunities.

• Support Brand Growth: Enhance brand equity and foster consumer loyalty across the portfolio by delivering clear, actionable insights.

• Lead Research Projects: Identify where custom research is needed, manage supplier partnerships, and deliver data-driven recommendations.

• Deliver Consumer Analytics: Perform trend analysis triangulating a variety of proprietary and syndicated sources to transform data into insights to answer business challenges.

• Shape Creative Strategy: Develop insights to inform creative strategy and evaluation, guiding the process from the creation of briefs to the development and testing of campaigns and new visual identities at all stages.

• Drive Innovation Pipeline & New Product Launches: Lead the innovation pipeline by identifying opportunities, assessing concepts, and guiding development through to post-launch performance tracking.

• Enhance Shopper Understanding: Partner with the Commercial Human Insights team to deepen our knowledge of the shopper journey and how it impacts brand performance.

• Promote Best Practices: Share successful strategies across the organization, leveraging frameworks like Brand Edge, Consumer Segmentation, and Needs States.

• Ad Hoc Research: Conduct critical cross-functional or global business questions.

Qualifications & Requirements:

• Minimum:

  • Bachelor’s Degree in social sciences or business-related fields.

  • 8+ years of experience in consumer insights, market research, or shopper insights, with a focus on brand strategy and innovation.

  • Experience in Consumer-Packaged Goods (CPG) brands and familiarity with market research techniques.

  • Proven ability to manage complex data and translate insights into actionable business recommendations.

• Preferred:

  • 10+ years of custom research experience, preferably within the CPG industry.

  • Advanced coursework or a Master’s degree in a relevant field is a plus.

  • Knowledge of the Coca-Cola system or beverage industry.

Core Skills:

• Marketing Research Expertise: Proficient in custom research methods and industry tools (e.g., Nielsen, Numerator, Kantar, Circana, Mintel, etc).

• Strategic Thinking: Ability to connect diverse insights and develop holistic strategies.

• Storytelling: Excellent communication skills to craft compelling narratives leveraging data and fact-based information to influence stakeholders.

• Analytical Ability: Integrate qualitative and quantitative data to identify key insights and opportunities.

• Collaboration: Build strong partnerships across teams and serve as a trusted advisor. Orchestrate multiple stakeholders and competing priorities

• Agility: Adaptable and thrives in a fast-paced environment, capable of navigating multiple priorities.

• Technical Proficiency: Comfortable using advanced tools and platforms to gather and analyze data.

• Innovative Thinking & Experimental Mindset: Embrace an innovative approach to problem-solving to tackle tough questions. Thrive in a learning environment, continuously seeking new ways to generate insights and drive impactful solutions.

What We’ll Do For You:

Join a globally networked organization where your insights will drive the growth of iconic brands. At our company, your impact is limitless, with opportunities to shape business strategies, contribute to a consumer-first approach, and support our purpose “To Refresh the World. Make a Difference.” As part of the Human Insights team, you’ll collaborate with passionate colleagues committed to understanding people and advising our business partners with actionable insights. Together, we are building a more connected and world-class insights group.

Human Insights