Brand Consumer Research & Insights Manager

About the role

This position manages brand, creative and media research efforts in support of Farmers marketing strategy. The role serves as a strategic thought partner and hands-on researcher in a high-visibility, high-impact role. This role is does not have direct reports.

Responsibilities

• Leads ongoing brand tracking studies (e.g. brand health, media impact) and reporting.
• Leads end-to-end creative testing through all phases of creative development.
• Leads 3-4 ad hoc brand or creative research projects per month from scoping through delivery.
• Crafts advanced research designs (example, monadic, pre/post, cells), builds sampling plans, calculates margins of error, and defines quotas.
• Able to run regression, correlations, drivers' analysis, validating analyses with rigor.
• Diagnoses unexpected results and ensures data quality across studies.
• Pushes beyond standard testing to demonstrate business impact, synthesizing insights across studies to recommend strategic actions.
• Partners closely with internal stakeholders from Brand Strategy, Creative, Media to ensure projects deliver insights to inform business priorities.
• Builds relationships with external research, brand, and creative research agencies.
• Led report development and presentations, synthesizing insights into actionable narratives; collaborates with leadership to integrate findings into strategy.
• Able to address and respond to senior-level challenges and builds trust with executives.
• Reframes stakeholder asks into actionable research opportunities.
• Leads brand and creative contract development partnering with Farmers' Procurement, Finance, and Leadership teams to ensure project details are accurate.
• Acts as subject matter expert within their function, identifying new opportunities to evolve methodologies and increase research impact.
• Ensures methodologies, sample plans, and deliverables align with Farmers' business needs.
• Contributes to process improvements, reviewing junior team members work, building research capabilities, team knowledge sharing, performs other duties as assigned, etc.

Requirements

• High School Diploma or equivalent required.
• Bachelor's degree preferred in marketing, business, psychology, statistics, or related field.
• Masters degree preferred.
• 7+ years of proven experience required in brand, creative and media quantitative research and analysis within the US market.
• Experience managing qualitative research projects in a brand setting.
• Experience testing a variety of creative assets, including advertising, social media posts and advertising, as well as static creative, like display.

Qualifications

• Demonstrates ability to lead brand health, advertising, and media assessment and optimization studies with the ability to translate findings into actionable impact.
• Experience managing qualitative methodologies (focus groups, IDIs).
• Experience driving multiple projects to successful completion.
• Balances hands-on execution with strategic influence.
• Strong research technical aptitude with demonstrated analytical skills and technical acumen.
• Deep familiarity of vendors, panel providers, and advanced research methods.
• Able to interpret complex datasets, run advanced analyses (regression, correlation, drivers, validation), and translate findings into actionable insights that drive business results.
• Skilled in the art of executive storytelling: using white space, clarity and hierarchy to avoid overwhelming audiences.
• Develops and delivers effective presentations to varying levels of the organization and external partners (from junior members to senior leadership) with the ability to distill complex research into clear, compelling narratives.
• Ability to interpret complex statistical data.
• Strong technical grounding, including experience with quantitative methodologies (sampling plans, significance testing, MaxDiff, TURF) and proficiency in statistical tools such as SPSS.
• Strong background in end-to-end project management, including survey design, analysis, and reporting; overseeing vendors; managing procurement and budgets; and ensuring deliverables meet business requirements.
• Proactive self-starter and a forward-thinking, thought-leader approach to evolving brand and creative measurement.
• Familiarity with research vendors (example, Qualtrics, Medallia, UserTesting, Dynata, Ipsos, Kantar, Nielsen) and research tool (SPSS, R, etc).