Senior Manager Consumer Insights

About Liquid Death

Liquid Death is a beverage company focused on offering a healthier range of drinks—including low-calorie options like water, iced tea, and energy drinks. The company's unique goal is to blend health and sustainability with humor, aiming to be the most entertaining beverage brand globally.

Role Overview

As the Senior Manager of Consumer Insights, you will act as the principal advocate for consumer understanding within Liquid Death. This pivotal role involves managing the complete consumer, shopper, and brand insights strategies, transforming diverse datasets into persuasive narratives that impact decision-making across departments and executive leadership including the CEO and Board of Directors.

You will leverage analytical skills alongside business insight to distill meaningful findings from complex data, delivering clear recommendations that drive brand and business growth. Additionally, you will manage relationships with research vendors, oversee budget allocations, and collaborate across Marketing, Sales, Innovation, and other teams to guide brand strategy and innovation.

Key Responsibilities

• Lead the consumer and shopper insights initiatives to support immediate business goals and long-term strategies.
• Partner strategically with Brand, Marketing, Sales, and Innovation leaders to identify growth opportunities informed by research, selecting appropriate methodologies and research partners.
• Develop and deliver compelling presentations for the Board and Executive Leadership Team on brand health, shopper behavior, and market dynamics.
• Manage vendor relationships, contracts, and budgeting for research providers such as Numerator, Circana, Quantilope, and Pollfish, including the evaluation of requests for proposals (RFPs) for specialized studies.
• Oversee comprehensive brand tracking efforts to extract impactful insights.
• Define and refine target audience segments using internal and third-party data to generate rapid insights on consumers and categories.
• Conduct ad hoc research to swiftly answer emergent consumer and product queries.
• Perform analyses including consumer segmentation, source-of-volume assessments, and brand-switching to inform marketing priorities and product positioning.
• Utilize basket and panel data to support shopper marketing programs and sales initiatives.
• Collaborate with Sales teams to develop data-driven narratives for retail growth meetings.

Qualifications

• Bachelor's degree, preferably in Marketing, Market Research, Consumer Insights, Consumer Behavior, or a related field.
• Minimum of 5 years' experience in consumer or market research, insights, or shopper analytics, including expertise in crafting engaging narratives for executive and retail audiences, survey design, consumer segmentation, and source-of-volume/brand-switching methodologies.
• Experience in the consumer packaged goods (CPG) industry is mandatory; beverage sector experience is highly preferred.
• Proven experience presenting directly to senior leadership and board members.
• Advanced skills in creating polished, executive-level presentations independently.
• Strong proficiency with brand tracking platforms and panel data sources, notably Numerator and preferably Circana/IRI.
• Familiarity with consumer data research platforms such as Quantilope, Qualtrics, Kantar, or YouGov.
• Experience managing external research vendors, budgets, and contract negotiations.
• Excellent communication skills tailored to diverse audiences ranging from analysts to CEOs.
• Good judgment in data analysis, able to decide when to delve deeply or simplify insights and articulate a definitive viewpoint.
• Comfort working in a high-growth startup environment necessitating problem-solving, adaptability, and autonomous operation.
• Proficiency with Microsoft Office (Excel, Word, PowerPoint), Google Suite (Sheets, Docs, Slides), and Slack.
• Ability to utilize AI-enabled dashboards and reporting tools.
• Willingness to travel up to 25% as required.

Additional Information

This position is fully remote within the USA, with a preference for Los Angeles, CA. The role reports to the Vice President of Brand Strategy and involves occasional travel up to 25%.

The salary range for this role is estimated between $120,000 and $160,000 annually, exclusive of bonuses, equity, or other benefits. Salary offers will be determined considering skills, experience, education, location, and compliance with wage laws.

Benefits

Liquid Death offers comprehensive benefits including Blue Shield medical plans with options for HMO (CA only), PPO, and HDHP with HSA, FSA and Dependent Care FSA, Guardian dental and vision coverage, UNUM life insurance and disability benefits, plus additional voluntary policies like accident and critical illness coverage. They also match 100% of retirement contributions up to 4% after three months and provide a Student Loan Retirement Match. Wellness perks include Headspace subscriptions, ClassPass memberships, an Employee Assistance Program, and SNOO Bassinet rentals. Pet insurance is available, alongside 17 paid holidays, flexible paid time off, and travel support.

Security Notice

Applicants should be cautious of fraudulent job offers. Liquid Death does not request payments from job candidates or conduct meetings via Skype. Official recruiter contact emails end with @ats.rippling.com. Applying directly through the company's website is recommended for safety.