CMI Manager México (Mgr S&R & Shopper CMI)

The Hershey Company; Ciudad de México; Presencial; MXN 1,835,000 - 2,387,000; Jornada completa

Descripción de la vacante

A leading global confectionery company is seeking an experienced professional to lead consumer insights and innovation strategy in Mexico. The ideal candidate will have 15 years of experience in senior CMI roles within CPGs, manage insights teams, and drive strategic decisions that enhance business performance. This role offers the opportunity to shape the national consumer insights agenda and implement innovative market solutions.

Formación

• 15 years in senior CMI roles in global CPGS.
• Experience leading consumer insights development for marketing teams.
• Ability to translate global frameworks into locally relevant insights.

Responsabilidades

• Lead the national consumer insights agenda for strategic decisions.
• Deliver Mexico's innovation strategy balancing global and local needs.
• Manage and coach a team of insights and innovation managers.

Conocimientos

Consumer insights leadership

Strategic planning

Market analysis

Innovation strategy

Educación

Bachelor's degree

Descripción del empleo

Summary

Lead the consumer-shopper-customer insight development supporting the commercial team with strategic input developing sharp and solid plans. Support the marketing and Mexico sales director with the consumer strategic roadmap (IDL, shopper, quantitative and qualitative research) to deliver strong plans and learning plans for core growth drivers.

Major Duties / Responsibilities

• Mexico chocolate consumer insight development
• Mexico S&R consumer insight develpoment
• Mexico shopper insight development

Innovation development Mexico

Minimum knowledge, skills and abilities required to successfully perform major duties / responsibilities :

Consumer & Market Insights (CMI)

• Lead the national consumer insights agenda, ensuring consumer voice is embedded in all strategic and commercial decisions.
• Translate global frameworks into locally relevant insights (segmentation, need states, shopper missions, occasions).
• Monitor consumer, cultural, and category trends specific to México, highlighting national growth hotspots.
• Provide foresight to senior leadership on competitive dynamics, portfolio performance, and category expansion opportunities.
• Deploy advanced analytics and digital listening tools to capture fast-evolving consumer behaviors in e-commerce, on-demand delivery, and social media platforms.

Innovation Leadership

• Define and deliver the México innovation strategy, balancing global platforms with local-market breakthroughs.
• Lead national pipeline creation : identifying white spaces, developing concepts, and driving launches tailored to local tastes, formats, and price points.
• Partner with R&D centers, supply chain, and marketing to adapt global innovations for national relevance and cost structures.
• Champion packaging and business model innovation (affordability packs, sustainability-led solutions, digital-enabled consumption models).
• Accelerate speed-to-market using agile test-learn-launch methodologies, piloting in México markets before scaling.

Leadership & Influence

• Manage, coach, and inspire a local team of insights and innovation managers across México.
• Act as the national voice of the consumer in strategic discussions with the General Manager
• Build strong partnerships with General Manager and Marketing Director, ensuring consumer insights and innovation drive business performance.
• Represent México in global CMI & innovation forums, ensuring the region’s unique consumer dynamics are prioritized.

Education

Bachelor degree

Experience

15 years in senior CMI roles in global CPGS