Hybrid Manager, Consumer Insights – Sensory

at Yum! Center for Global Franchise Excellence

• Job title: Manager, Consumer Insights – Sensory
• Job type: Full Time
• Experience level: Mid level, Senior
• Salary: Not specified
• Degree requirement: Bachelor's Degree
• Location requirements: Hybrid, Plano, United States

About the role

• Insights & Sensory Manager at KFC managing research design and execution for brand strategy and product innovation. Collaborating with marketing and cross-functional teams to optimize customer experience.

Responsibilities

• New product development consultant for Marketing and Food Innovation teams: Drive ongoing innovation process for the KFC brand by developing and independently managing custom quantitative and/or qualitative research to identify new product innovation opportunities and set conceptual priorities for food development team.
• Partner with food innovation team providing consumer guidance for quarterly creative kitchens with food vendors and KFC leadership team.
• Be the subject matter expert on sensory testing: Design new product & core product improvement learning plans comprehensive of consumer preference and difference testing. Partnering with food innovation and calendar teams to ensure testing is executed.
• Execute the consumer research agenda to validate KFC's promotional calendar initiatives with minimal supervision.
• Provide consumer insights leadership in cross functional teams through development and execution of consumer learning plans for calendar initiatives to amplify top-line growth based on in-market risk.
• Independently manage external partners in execution of quantitative research to support the national calendar and promotional testing (Ex: product naming, pricing, positioning, product development, advertising, and in-store testing).
• Deliver databased assessments for promotions which reconcile business results vs. assumptions and provide recommendations to improve the execution of future windows.
• Influence and inform consumer insights for promotion briefs.
• Lead all research for advertising to inform creative and strengthen advertising responsiveness.
• Deliver learnings on the drivers of advertising effectiveness to enable stronger creative, creative briefs, and media planning.
• Collaborate with Marketing cross-functional team to establish clear objectives, goals, and strategies for measuring marketing effectiveness.
• Develop a comprehensive marketing measurement framework that aligns with business objectives and provides a clear understanding of marketing impact across different channels and campaigns.
• Generate regular reports and present findings to marketing teams, marketing leadership & IAT – with ownership of IAT Measurement Meetings.
• Communicate insights, findings, and recommendations in a clear and concise manner to drive data-driven decision-making and marketing optimization.
• Monitor marketing spend and ROI across different channels and campaigns, making data-driven recommendations for resource optimization.
• Collaborate with cross-functional teams, including marketing, analytics, finance, and operations, to ensure alignment and integration of marketing effectiveness initiatives with overall business goals.
• Responsibilities will include additional research as required including but not limited to Multicultural Research, foundational consumer deep dives or ideation sessions 1-2/yr.

Requirements

• Bachelor’s degree from an accredited 4-year university in Marketing, Marketing Research, or Social Sciences.
• 5+ years of relevant work experience with Bachelor’s, 3+ years with Master’s.
• Experience in a Consumer Insights or Market Intelligence position for a consumer products company ($500M+ in size) preferred.
• Excellent oral and written communication skills to engage and align cross-functional stakeholders; ability to present effectively to senior leaders.
• Strong analytical skills to interpret data and form action-able recommendations.
• Exceptional project management capabilities, including driving great outcomes in a fast-paced environment.
• Steadfast ability to act as the key person-to-contact in interactions with downstream stakeholders, including franchisees and customers.
• Relentless in the pursuit of excellence and maintaining high standards.
• Resourceful and adaptive in ambiguous situations with a proven ability to operate “in the grey.”
• Resilient in the face of obstacles and persistent in driving towards results.
• Thrive in a collaborative environment.

Benefits

• Play a pivotal role in driving data-informed decisions that directly impact marketing campaigns, menu innovation, and customer experience initiatives.
• Collaborate with and influence senior leadership and franchisees, ensuring that the voice of the customer remains central to KFC’s growth and strategic direction.
• Leverage cutting-edge research and insights tools to uncover opportunities and craft strategies that set industry benchmarks for customer experience.