Consumer Insights Manager (Canada)

ProFound Talent Inc.; Edmonton; Hybrid; CAD 90,000 - 120,000; Full time

Job summary

The Little Potato Company in Canada is seeking a Consumer Insights Manager to lead research and marketing performance analysis across North America. This hands-on, individual contributor role translates data into actionable brand strategies, product guidance, and go-to-market decisions.

You will own consumer studies, build MLTA profiles, and partner with Marketing and Sales to ensure insights drive strategy.

Qualifications

• Bachelor’s degree in Marketing, Business, Analytics, Economics, or a related discipline.

Responsibilities

• Plan and execute consumer and market research initiatives to inform brand and product decisions.
• Align research projects with business priorities in partnership with Marketing leadership.
• Design and run studies (surveys, panels, concept testing) and translate results into actionable insights.
• Collaborate with Marketing and Sales to fuse insights into go-to-market plans.
• Serve as primary liaison with research agencies and manage project scope and delivery.

Skills

Consumer insights

Marketing analytics

Research design

Stakeholder management

Quantitative analysis

Education

Bachelor’s degree in Marketing, Business, Analytics, Economics, or related discipline

Tools

Qualtrics

ConfirmIT

Forsta

NielsenIQ/Circana

Numerator

Job description

For a complete position description, please visit: Consumer Insights Manager

THE ORGANIZATION

Our client, The Little Potato Company, began its journey in 1996 with the owners (Jacob and Angela - father and daughter) wanting to be able to produce little creamer potatoes, like what Jacob knew from his Dutch roots. They grew their first acre by hand; planting, weeding, harvesting, and washing it themselves. They then packed them into the back of Angela’s hatchback, setting off to farmers markets and restaurants. The potatoes were popular with chefs early on, with one of their first accounts being the Banff Springs Hotel. Jacob and Angela bought their first plant in 2000 and with their continued success, have expanded to increasingly larger facilities over the years with their new state of the art facility located just outside of Edmonton in Nisku. With further expansion and growth across Canada and into the United States, LPC partnered with a co-packing plant in PEI and opened a second production plant in DeForest, Wisconsin. Today, Angela leads the organization as CEO and Jacob runs a research and breeding company for little potatoes. The Little Potato Company has grown to have products on store shelves in every Province in Canada and State in the United States and operates with over 360 employees across Canada and the United States.

For further information on The Little Potato Company, please visit their website at www.littlepotatoes.com.

THE OPPORTUNITY

The Consumer Insights Manager is accountable for delivering high‑quality, actionable consumer insights, brand performance measurement, and marketing effectiveness analysis to support The Little Potato Company’s marketing and sales objectives across North America.

This role is responsible for managing the Consumer Insights and Marketing Performance portfolios through hands‑on execution, translating data into insights that inform brand strategy, product innovation, and go‑to‑market execution. This role will work closely with the Marketing and Sales teams to ensure insights are integrated holistically across the business.

Reporting to the Sr. Manager, Marketing & Sales Insights, this is an individual contributor role that works closely alongside the Customer & Category Insights Manager, with the two roles complementing one another to provide a complete view of the consumer and customer landscape.

RESPONSIBILITIES

The responsibilities for this position include, but not limited to, the following:

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.
• Align all research initiatives and projects to clearly defined objectives set in partnership with the Senior Manager, Marketing & Sales Insights and the VP of Marketing, ensuring relevance to business priorities.
• Build and maintain a detailed profile of the Most Lucrative Target Audience (MLTA), including behaviors, purchase drivers, retail paths to purchase, and growth trends, and translate findings into clear inputs for brand, product, shopper marketing, and sales plans.
• Build and maintain a consumer insights roadmap that integrates 3rd party industry research, panel data, and custom qualitative and quantitative 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.
• Partner with the Senior Product Manager to incorporate consumer insights into product strategy, line reviews, and launch planning.

Marketing Performance Management

• Build working knowledge of marketing channel strategies and objectives to ensure analysis evaluates performance against defined KPIs.
• 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.

Cross-Functional Collaboration and Communication

• In partnership with the Customer and Category Insights Manager and Sales Analyst, integrate consumer, category, customer, channel and competitive insights.
• Liaise with the Sales Analyst to ensure insights and recommendation meet sales team needs
• Produce and deliver clear, compelling insights presentations for Marketing, Sales, and senior leadership audiences.
• Serve as the primary day‑to‑day contact for consumer and market research agencies on assigned projects, managing scope, deliverables, and insight activation.

FIRST YEAR – MEASURES OF SUCCESS

• Independent Insight Delivery: Within the first year, confidently leads product and brand research initiatives and delivers polished insights presentations directly to stakeholders, demonstrating sound judgment and credibility without requiring direct managerial support.
• Collaborative Storytelling: Partners closely with the Customer & Category Insights Manager to translate complex data into a clear, compelling narrative, ensuring trends and insights are presented in a way that drives confident, informed decision making at the leadership level.
• Trusted Go-To Advisor: Establishes themselves as the recognized point of contact for consumer insights, with stakeholders across the organization proactively seeking them out directly for guidance and data‑driven perspective.
• Insights Ownership and Delivery Excellence: Full ownership of the monthly brand performance and consumer insights report, the brand health tracker readout, and the annual consumer insights roadmap, with self‑serve fluency across panel and syndicated data platforms achieved within the first 90 days.

THE INDIVIDUAL

Given the pivotal role this individual will be expected to play in achieving the strategic objectives of the company and in supporting the success of the organization, it is essential that the successful candidate possess the following core competencies, experience, and attributes:

Education

• Bachelor’s degree in Marketing, Business, Analytics, Economics, or a related discipline with a strong emphasis on research and analysis.

Experience

• A minimum of 5+ 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.
• 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 consumer panel) 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.
• Solid understanding of CPG brands, with experience in food, produce, or fresh/frozen categories considered an asset.
• 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.

COMPENSATION

An excellent compensation package awaits the successful candidate.

LOCATION

Nisku, Alberta, Canada. Remote candidates will be considered conditional on working MST operating hours.

WORK ENVIRONMENT

In office or remote as a consideration, with flexibility.

TRAVEL

This position is based in Canada, 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.

EQUAL OPPORTUNITY

ProFound Talent is a woman owned and operated business, recognized and certified by Women Business Enterprise (WBE). We pride ourselves in supporting equity, diversity, and inclusion initiatives in our recruitment processes and in our work environment, where every individual feels valued and respected. We welcome applications from all qualified individuals to which you may confidentially share your accommodation needs at time of application. We will adjust our processes to ensure you have an inclusive, fair, and respectful experience that allows you to represent yourself in your unique and most authentic way.

* We thank all applicants for your submissions, however only candidates being considered for this role will be contacted. *