Sr. Manager, Global Consumer Insights

About the role

The Senior Manager, Consumer Insights will serve as a core partner and consumer advocate for Hasbro’s Global Play and Commercial teams, focusing on the Action Brands, Fashion, and Preschool portfolios. This role involves guiding brand strategy, product development, forecasting, entertainment planning, and marketing decisions.

Responsibilities

• Prioritize business questions and requests across audience, category, brand, entertainment, product, creative, and commercial needs.
• Develop and coordinate custom and standardized research programs, such as foundational consumer learning, audience segmentation, brand tracking, product and package testing, messaging and campaign testing, and purchase journey research.
• Present findings through research reports and offer strategic advice to brand and creation teams.
• Provide strategic storytelling and presentations that scale up to senior levels, distilling complex consumer findings into clear, compelling narratives that drive confident business decisions.
• Champion the adoption of AI-powered research and insights tools across the insights team.
• Actively experiment with new approaches, build proficiency in AI-assisted synthesis, analysis, and storytelling.
• Model standards for quality and actionability in research plans and deliverables.
• Provide guidance and mentorship to junior team members.

Requirements

• 10 years of experience in consumer insights or market research, ideally including several years working with children's or fan products, entertainment, and/or gaming.
• Extensive knowledge in quantitative and qualitative insights techniques, such as segmentation, product testing, volumetrics, creative asset evaluation, and purchase journeys.
• Outstanding skill in crafting engaging stories using data and insights, presented with a level of refinement suitable for GM-level presentations.
• Experience translating advanced analytics into insights – e.g., choice modelling, segmentation, driver analysis, price elasticity – with support from vendor partners and AIM Analytics peers.
• Strong problem diagnosis and definition skills.
• Excellent prioritization and project oversight capabilities.
• High-level analytical and critical thinking skills.
• Excellent interpersonal, written, and verbal communication skills.
• Proficiency with Microsoft Office 365 tools and navigating Power BI dashboards.

Qualifications

• Bachelor's Degree or equivalent experience in social sciences, marketing/market research, or a related field.
• Master's Degree or other advanced degree in consumer insights/analytics is advantageous, or equivalent experience will be considered.

Skills

• Expertise in AI-powered research and insights tools.
• Ability to translate advanced analytics into actionable insights.
• Strong problem-solving and critical thinking skills.
• Effective communication and presentation skills.

Benefits

This role offers a competitive salary range of $134,200 - $201,300 USD, along with annual and long-term incentives as part of the overall compensation package. Benefits and programs may include health & wellness, time off, financial well-being, life & family support, volunteer and community initiatives, learning & development, and exclusive perks.

Pay

The pay transparency range for this role is listed below. The hiring range will vary based on factors such as experience, skills, location, and market conditions. Additionally, employees may be eligible for annual and long-term incentives as part of their overall compensation package.

Schedule

Effective from the date that Hasbro opens its new Boston location, this position will be onsite Tuesday - Thursday at Hasbro's new HQ location in Boston, MA. In the interim, this position will be onsite Tuesday - Thursday at Hasbro's HQ in Pawtucket, RI or at Hasbro's temporary location in Boston, MA.