Senior Manager Consumer Insights

About the role

The Senior Manager, Consumer Insights is the strategic voice of the consumer at Liquid Death, owning our consumer, shopper, and brand insights strategy from end to end. In this highly visible role, you'll transform panel data, consumer research, brand tracking, and market intelligence into compelling stories that influence decisions across the business—from Brand and Marketing teams to the Executive Leadership Team, CEO, and Board of Directors.

Responsibilities

• Strategic Ownership
• Own and execute the consumer and shopper insights agenda and learning plan to support the business’s current year objectives and long term strategy
• Serve as a strategic thought partner to Brand, Marketing, Sales, and Innovation leadership, proactively identifying where insights can unlock growth and which methodology and research partner will best help answer relevant business questions; execute aligned-to research plans
• Build and present board- and ELT-ready narratives on brand health, shopper behavior, and category dynamics, translating dense analyst output into decision-ready recommendations
• Own vendor selection, contracting, and budget management across research partners (e.g., Numerator, Circana, Quantilope, Pollfish, and similar), including RFP evaluation for ad hoc studies
• Brand & Consumer Tracking
• Own and execute brand health tracking across the organization, identifying the most impactful and actionable insights
• Define and evolve our target audiences by category using all data sources and third-party panel providers to generate fast-turn reads on both core consumers and the broader category
• Execute ad-hoc research as a critical, always-on tool for answering emerging consumer and product questions, standing up fast-turn studies whenever a business need arises
• Lead consumer segmentation, source-of-volume, and brand-switching analyses to inform positioning, innovation, and marketing prioritization
• Shopper & Retail Insights
• Inform shopper insights work by leveraging basket and panel data to support shopper marketing programs
• Partner with Sales to build data-backed narratives for retailer meetings, using custom research and panel data to support the retail growth story

Qualifications

• Bachelor's Degree in Marketing, Market Research, Consumer Insights, Consumer Behavior or another related field preferred
• 5+ years of relatable experience in consumer/market research, insights, or shopper analytics, where turning data and insights into compelling storytelling narratives for senior/executive audiences and retailers as well as survey design and execution, consumer segmentation, and source-of-volume/brand-switching methodology were critical to driving results required
• CPG experience required, beverage experience strongly preferred
• Prior experience presenting directly to senior leadership or board-level audiences required
• Advanced presentation build skills required for building polished, executive-ready decks independently
• Deep proficiency with brand tracking platforms and panel data providers (e.g., Numerator required, Circana/IRI preferred)
• Consumer data research/ platform experience required (i.e. Quantilope, Qualtrics, Kantar, YouGov or another competitor to these)
• Prior experience managing external research vendors, budgets, and contracts required
• Excellent executive communication skills — able to flex the same finding for an analyst, a marketer, and a CEO
• Sound judgment on when to go deep vs. when to simplify; comfortable owning a point of view, not just reporting data
• Deep comfort with joining a high growth start up environment that requires advanced problem solving capability and willingness to work with ambiguity and adaptability to flex to continuous improvement opportunities that present
• Self-starter who can operate with real autonomy in a fast-moving, lean environment
• Proficiency with Microsoft Office Suite (Excel, Word, and PowerPoint) and Google Suite (Sheets, Docs, Slides) as well as Slack
• Ability to leverage AI-enabled dashboards and reporting tools
• Willingness to travel up to 25 % as needed

Benefits

• Blue Shield medical plans with HMO (CA Only), PPO, and HDHP options (including an HSA), FSA and Dependent Care FSA
• Guardian dental and vision coverage
• UNUM packages including life insurance, AD&D, disability benefits, and employee-paid options like accident, hospitalization, and critical illness coverage
• Empower Retirement matching up to 4%
• Student Loan Retirement Match
• Wellness perks, including Headspace, ClassPass memberships, and a robust EAP
• 17 paid holidays, Flex PTO, and travel assistance
• Pets are part of the crew too, so we offer Nationwide pet insurance to keep them happy and healthy