Consumer Insights Manager

About the Company

The Little Potato Company is driven by a mission to help feed the world better by making nutritious, efficient, and affordable food more accessible. The business is centered around its Creamer Potatoes and operates as a fast-growing, innovation-focused organization with a diverse team and a strong sense of purpose.

Role Overview

This position is for a Consumer Insights Manager who will turn data into practical business direction. The role sits at the intersection of consumer research, analytics, brand performance, and marketing effectiveness, with close partnership across Marketing and Sales to support strategy, innovation, and measurement.

Core Responsibilities

• Lead the planning and delivery of consumer and market research projects, from shaping the research question and choosing the right method to managing vendors, interpreting findings, and sharing insights with stakeholders.
• Evaluate brand and marketing channel results to understand what is driving return on investment, sales volume, growth, and potential risk.
• Own brand health tracking from start to finish, including monitoring awareness, consideration, trial, repeat, and loyalty, then converting trends into recommendations that improve brand strength.
• Define consumer segments and monitor how each segment performs over time in terms of reach, engagement, and penetration.
• Track consumer behavior and market trends using industry sources and research platforms, and translate those signals into business actions informed by social listening and behavioral economics.
• Design and run consumer research that supports product innovation and improvement, including concept, claim, and package testing, plus advanced analytical techniques such as MaxDiff, conjoint, TURF, and key driver analysis.
• Plan and execute focus groups, surveys, agile research, and concept evaluations to help guide product decisions.
• Measure campaign effectiveness across paid media, ecommerce, shopper marketing, websites, social channels, and CRM to identify cross-channel performance patterns.
• Partner with marketing channel owners to test ideas, including A/B tests, in coordination with the Senior Manager, Marketing & Sales Insights.
• Support Marketing Operations by maintaining dashboards and reporting tools with accurate, timely, and easy-to-understand information.

Qualifications and Experience

• At least 7 years of progressive experience in consumer insights, marketing analytics, research, or a similar function supporting a consumer brand, with experience across both agency/supplier-side and client-side environments.
• A bachelor’s degree in Marketing, Business, Analytics, Economics, or a related field with a strong research and analysis focus.
• Proven ability to manage qualitative and quantitative research projects end to end, including direct coordination with external research agencies.
• Strong hands-on experience with consumer panel data platforms such as Numerator, NielsenIQ Homescan, or Circana/IRI to study shopper behavior and trends.
• Experience leading brand health tracking, segmentation, concept testing, package testing, and advanced analytics, along with survey programming tools such as Qualtrics, ConfirmIT, or Forsta.
• Experience using syndicated retail and POS data to evaluate category, brand, and competitive performance.
• Ability to define consumer segments, assess their performance, and coach internal teams on how to use segmentation effectively.
• Experience evaluating marketing performance across paid media, ecommerce, shopper marketing, digital, and CRM.
• Solid understanding of CPG brands; experience in food, produce, or fresh/frozen categories is beneficial.
• Accountable mindset with a willingness to own recommendations and outcomes.
• Experience improving or standardizing insights workflows, tools, or reports for better consistency and efficiency.
• Working knowledge of consumer marketing in both the U.S. and Canadian markets.
• Comfort working in an entrepreneurial, fast-growing, purpose-driven business.
• Willingness to travel occasionally for customer meetings, planning sessions, or business reviews.

Key Competencies

• Strong understanding of consumer behavior, purchase motivations, and brand performance measurement using both qualitative and quantitative research.
• Ability to work with integrated data environments, including syndicated, panel, and first-party sources.
• Comfort with statistical concepts such as sampling, weighting, significance testing, and multivariate methods, plus marketing effectiveness frameworks such as brand health tracking and MMM.
• Awareness of CPG retail environments, shopper behavior, and go-to-market dynamics.
• Strong communication and storytelling skills, with the ability to turn complex data into clear executive recommendations.
• Excellent analytical and critical-thinking ability, with skill in combining multiple data sources into one clear point of view.
• Proven capability to manage competing priorities, influence stakeholders, and drive insights into action through structured research and vendor management.
• Ability to proactively identify opportunities and shape decisions through data-backed recommendations.
• Comfort working in fast-paced settings while balancing analytical rigor with creative thinking.
• Strong relationship-building skills and a high standard of quality, governance, and continuous improvement.

Work Conditions

The role is primarily office-based, with regular collaboration across Marketing, Sales, Finance, IT, and Supply Chain teams, plus frequent contact with senior leaders, agencies, data providers, and technology vendors.

This is a full-time role on standard Monday-to-Friday business hours. Some evening or weekend work may occasionally be needed to support important deliverables, planning cycles, or major initiatives.

The position may be based in Canada or the United States and includes occasional travel to company sites, customer meetings, conferences, or industry events across both countries. Travel is estimated at 5–10%. A valid driver’s license and passport are required.

Additional Information

The company offers competitive compensation, comprehensive benefits, retirement programs, paid Family Time Off, and vacation days. Applications will be reviewed carefully, and only candidates selected for an interview will be contacted.