Director Consumer Insights - Americas

About Us

HEINEKEN USA Inc., the nation's leading high-end beer importer, is a subsidiary of HEINEKEN International N.V., the world's most international brewer. Key brands imported into the U.S. are Heineken® – the world's most international beer brand, Heineken® 0.0 – an alcohol-free beer innovation, Heineken® Silver – a new lower-carb, lower-cal beer, the Dos Equis Franchise, and the Tecate Franchise. HEINEKEN USA also imports Amstel Light, Red Stripe, Strongbow Hard Apple Ciders, Bohemia and more. For news and updates, follow us on Twitter @HeinekenUSACorp, or visit HEINEKENUSA.com

Who We Are

At HEINEKEN USA, we’re a team with a passion to bring our iconic brands to the next level. The work is challenging, we learn from our experiences (even our mistakes), and we love what we do. You’ll be empowered to think differently, try new things, and GO PLACES.

About the Role:

The Americas CMI Director will support a given pool of Opcos / markets within the Americas region and enhance the CMI and analytical capabilities – both market measurement and consumer/ shopper insights – in order to foster fact-based decision-making.

The Americas CMI Hub’ scope includes a mix of businesses to develop and to protect (Canada, Dutch Caribbean & French West Indies, Ecuador, Panama, Peru, Puerto Rico, Bahamas, Haiti, Jamaica, Santa Lucia…etc.)

This individual will be responsible for:

• Market size and market share estimations based on all relevant data sources and local teams’ knowledge
• Consumer Trends and Best practices sharing across markets
• Brand Health Tracking supervision and insights identification
• Consumer & Shopper insights identification by setting up fit for purpose protocols, synthesizing and communicating learnings
• Local analytical capabilities enhancement (training)

To enable relationship and business knowledge building he/she will be the primary point of contact for a given market / Opco. He/she will collaborate with his/her counterpart in the Americas Hub team to meet all CMI needs, in addition to leveraging HUSA CMI expertise. This role will report directly to the VP Consumer & Market Intelligence, as part of the HUSA and Americas Hub CMI team.

Key Responsibilities Areas:

• Innovation (concept test, taste test, post-launch diagnostic…)
• Consumer Trends
• Performance understanding: Market size and market share estimations
• Brands and Portfolio Management (brand awareness & equity Tracking, advertising test, digital effectiveness, consumer segmentation)
• Revenue Management initiatives (the right pack & price)

Basic Qualifications/Requirements:

• Bachelor’s Degree required, MBA preferred with concentration in market research, psychology, sociology, or marketing.
• Demonstrate solid expertise in all types of quantitative and qualitative research methods (Communication, taste, NPD, brand health tracking…)
• Knowledge Synthesis: harnesses and leverages existing knowledge to address existing business issues/opportunities or to surface new ones.
• Business Problem Solving: identifies, defines and answers the right questions to resolve business problems/identify business opportunities effectively and efficiently
• Strong CMI Functional competencies:
• Fluent in Spanish and English
• A minimum of 8 – 10 years Consumer Insights experience in CPG in Latin America, having worked with brand teams and outside partners.
• Technical Mastery: Uses the right research and processes to fill knowledge gaps and convert technical knowledge into practical applications
• Fueling Insights: provides illumination on how peoples’ attitudes drive their behaviors and partners with the business in enabling insight generation

Preferred Qualifications:

• Ideally experience will include work with both client and market research agency roles
• Ideally also experience in Shopper insights

Compensation & Benefits

• Base Salary Range: $140,000-175,000 + Annual Performance Bonus
• $200 Monthly Beverage Allowance
• Vacation – 20 Wellness Days & Unlimited Sick Days
• Benefits - Medical/Dental/Vision + Matching 401k Plan

HEINEKEN USA is an equal opportunity employer. Embracing and celebrating diversity is core to HEINEKEN’s purpose of “brewing the joy of true togetherness to inspire a better world”. We believe that people as diverse as our brews – including and not limited to gender, ethnicity, age, sexual orientation, religious belief, nationality, social background, disability and thinking style – enrich our lives and strengthen our business. We welcome and consider applications from all qualified candidates as we champion a culture of belonging that provides fair and equal opportunities for all.

This position is not available for visa sponsorship.