Job Description
Our Purpose at The Little Potato Company is to "Feed the World, better." Because we believe everyone, everywhere deserves to eat good, healthy food. And it all starts with our little Creamer Potatoes - one of the most economical, energy efficient, and highly nutritious food crops available. The Little Potato Company (LPC) is an innovative, fast-growing company in a unique niche market with a dynamic team that embraces diversity and unique differences. Come join our rapidly expanding company and help us transform the entire potato industry - one little Creamer at a time! Are you looking for a hands-on role that translates data into actionable insights, partners closely with Marketing and Sales teams, and advances the organization's capabilities in insights and analytics? If so, join our team as a Consumer Insights Manager , where you will lead the design and execution of consumer research and analytics to inform brand strategy, innovation, marketing performance, and sales effectiveness. This role is a hybrid position based in DeForest, WI, with a standard Monday to Friday work schedule, and reports to the Senior Manager, Marketing & Sales Insights. Key Responsibilities for this position include (but not limited to): Consumer Insights & Brand Performance Plan and deliver all consumer and market research initiatives, including defining research questions, selecting methodologies, managing vendors, analyzing outputs, and distributing insights to stakeholders. Analyze brand and marketing channel performance to identify drivers of ROI, volume, growth, and risk. Lead end-to-end Brand Health Tracking (BHT), monitoring key metrics (e.g., awareness, consideration, trial, repeat, loyalty), analyzing trends and risks, and delivering actionable recommendations to enhance brand performance. Define consumer segments and track segment‑level penetration, engagement, and performance over time. Monitor consumer trends and behavior using industry research and platforms (e.g., Mintel and Tastewise), translating insights into actionable business recommendations informed by social listening and behavioral economics. Product Strategy & Research Conduct consumer research to aid product innovation and improvement, including hypothesis development and end-to-end insight delivery using methodologies such as concept, claims, and package testing, as well as advanced analytics (e.g., MaxDiff, conjoint, TURF, and key driver analysis). Design and execute focus groups, surveys, agile research, and concept testing to evaluate product ideas and guide decision‑making. Marketing Performance Management Analyze marketing campaign performance across paid media, ecommerce, shopper marketing, website, social, and CRM to identify trends across channels. Work with marketing channel owners to deploy testing ideas, including A/B tests, that are defined by/with the Senior Manager, Marketing & Sales Insights. Support Marketing Operations in maintaining marketing performance dashboards and reporting, ensuring data accuracy, timeliness, and clarity.
Desired Qualifications:
A minimum of 7+ years of progressive experience in consumer insights, marketing analytics, research, or a related role supporting a consumer brand, applying expertise gained across both supplier- or agency-side organizations (e.g., NIQ, Ipsos, Kantar, Numerator) and client-side brand environments. Bachelor's degree in Marketing, Business, Analytics, Economics, or a related discipline with a strong emphasis on research and analysis. Proven experience managing qualitative and quantitative consumer research initiatives end‑to‑end, including working directly with external research agencies. Strong experience with consumer panel data platforms (e.g., Numerator, NielsenIQ Homescan, Circana/IRI) to analyze shopper behavior and trends. Demonstrated expertise in designing, implementing, and managing brand health tracking, segmentation, and quantitative research programs, including concept and package testing, advanced analytics (e.g., key driver analysis, conjoint, MaxDiff), and survey programming using platforms such as Qualtrics, ConfirmIT, or Forsta. Experience using retail syndicated and POS data platforms (e.g., NielsenIQ/Circana) to assess category, brand, and competitive performance. Demonstrated experience defining consumer segments, evaluating segment performance, and coaching internal teams on effective segmentation application. Experience supporting or evaluating marketing channel performance across paid media, ecommerce, shopper marketing, digital, and CRM. Solid understanding of CPG brands, with experience in food, produce, or fresh/frozen categories considered an asset. Demonstrated accountability for insights and recommendations, with a willingness to take ownership of outcomes. Experience improving or standardizing insights processes, tools, or reporting to increase efficiency and consistency across teams. Familiarity with consumer marketing dynamics in both the U.S. and Canadian markets. Comfortable operating in a fast‑growing, entrepreneurial, and purpose‑driven organization. Willingness to travel occasionally to support customer meetings, planning, or business reviews. Key Competencies:
Strong understanding of consumer behavior, purchase drivers, and brand performance measurement, with expertise in both qualitative and quantitative research methodologies. Knowledge of integrated data ecosystems, including syndicated, panel, and first party data, and how to leverage them for insight generation. Solid foundation in statistical concepts (e.g., sampling, weighting, significance testing, multivariate techniques) and marketing effectiveness measurement, including brand health tracking and MMM frameworks. Familiarity with CPG retail environments, shopper behavior, and go-to-market dynamics. Exceptional communication and storytelling skills, with the ability to translate complex data into clear, compelling insights and executive-ready recommendations. Strong analytical and critical-thinking capabilities, synthesizing multiple data sources into cohesive, actionable perspectives. Proven ability to manage multiple priorities, collaborate cross-functionally, influence stakeholders, and drive insight activation through structured research and vendor management. Demonstrated ability to take ownership of insights, proactively identify opportunities, and influence decision-making through data-driven recommendations. Comfortable operating in fast-paced environments, balancing analytical rigor with creative thinking. Strong relationship-building skills, with the ability to act as a trusted partner to internal teams and external stakeholders while upholding high standards of quality, governance, and continuous improvement. Work Conditions Work Environment:
Primarily office‑based, with regular collaboration across Marketing, Sales, Finance, IT, and Supply Chain teams. The role requires frequent interaction with senior leaders and external partners, including agencies, data providers, and technology vendors. Hours of Work:
This is a full‑time position typically working standard business hours from Monday to Friday. Occasional evening or weekend work may be required to support critical business deliverables, planning cycles, or major initiatives. The role involves regular engagement with cross‑functional teams and stakeholders at all levels of the organization, as well as external partners, including those across multiple time zones. Travel Requirements:
This position may be based in either Canada or the US, with occasional travel required to company facilities, customer meetings, conferences, or industry events within Canada and the United States. Estimated travel is 5-10%. A valid driver's license and passport are required. LPC offers a competitive salary, comprehensive benefits, and retirement programs. We encourage a healthy work life balance with paid Family Time Off & vacation days. We thank all applicants but only those selected for an interview will be contacted. Benefits:
401(k) Dental insurance Health insurance Vision insurance Work Location:
In person
