Manager, Consumer & Shopper Insights - Gin, Rum, Liqueurs & Non-Alc

Women of the Vine & Spirits; New York (NY); On-site; USD 126,000 - 210,000; Full time

Benefits offered by this job

Rewards and Benefits package

Healthcare benefits

Parental leave

Job summary

Diageo in New York seeks a Consumer & Shopper Insights Manager to connect consumer motivations with shopper behavior for Gin, Rum, Liqueurs & Non-Alc brands. You will transform insights into actionable strategies, supporting Marketing, Innovation, Shopper Marketing, and Commercial teams across global markets.

You’ll synthesize primary and secondary data, manage researchers and timelines, and champion test-and-learn approaches to strengthen brand performance and in-store impact.

Qualifications

• 5+ years' experience in Consumer Insights, Shopper Insights, Market Research or related disciplines.
• Strong experience designing, managing and interpreting qualitative and quantitative research.
• Ability to translate complex consumer, shopper and market information into clear, actionable recommendations.
• Strong analytical capabilities, intellectual curiosity and a critical approach to evaluating evidence.
• Understanding of shopper behavior, retail environments and purchase decision-making.
• Experience managing research partners, projects and cross-functional stakeholders.
• Excellent communication, data visualization and storytelling skills.
• Familiarity with syndicated and research sources such as NielsenIQ, Ipsos, Numerator or equivalent.
• Experience in beverage alcohol and/or shopper research, packaging/POS testing, shelf optimization or retail activation effectiveness.

Responsibilities

• Drive Consumer Understanding & Brand Growth.
• Uncover actionable insights across consumer motivations, attitudes, occasions, behaviors and barriers to inform brand positioning, communications, innovation and activation.
• Mine consumer, cultural, competitive and category trends to identify opportunities to strengthen brand relevance, recruitment and consideration.
• Translate brand health, consumer research and market data into clear implications and recommendations for brand planning and performance.
• Partner with Marketing and Innovation teams to develop and evaluate consumer propositions, communications, packaging and activation programs on/off premise.
• Build Shopper Understanding & Improve Conversion.
• Build a deep understanding of shopper missions, decision-making, paths to purchase and purchase triggers across relevant retail channels.
• Understand how shoppers navigate Gin, Rum and Liqueurs and the influence of brand, price, format, packaging, promotion and competitive alternatives on choice.
• Diagnose our brands’ strengths and weaknesses at the point of purchase, including visibility, findability, differentiation, packaging standout and competitive context.
• Identify opportunities to improve shopper consideration and conversion through shelf presence, merchandising and retail activation.
• Partner with Shopper Marketing and Commercial teams to test and optimize POS, displays and in-store messaging, translating shopper behavior into practical recommendations.
• Deliver Best-in-Class Research & Actionable Insights
• Design, commission or execute DIY qualitative and quantitative consumer and shopper research to answer critical business questions.
• Apply the right methodology to the question, including consumer research, shopper surveys, shop-alongs, virtual shelf testing, packaging and messaging evaluation and path-to-purchase studies.
• Integrate primary research, syndicated data, shopper analytics and market intelligence to build a clear picture of opportunities and challenges.
• Manage research partners, budgets and timelines to deliver high-quality, actionable learning.
• Champion a test-and-learn mindset, challenging assumptions and continuously exploring smarter, faster and more effective approaches to learning.
• Connect Insights to Commercial Action
• Partner across Brand Marketing, Innovation, Shopper Marketing, Category Management and Commercial to translate insights into practical business recommendations.
• Develop compelling, insight-led stories that simplify complexity and clearly articulate what we learned, why it matters and what we should do.
• Support customer presentations, innovation sell-in and retail activation with robust consumer and shopper evidence.
• Proactively identify knowledge gaps and emerging questions, ensuring teams have the consumer and shopper understanding needed to make better decisions.

Skills

Consumer Insights

Shopper Insights

Market Research

Qualitative Research

Quantitative Research

Analytics

Storytelling

Syndicated Sources

Tools

NielsenIQ

Ipsos

Numerator

Job description

About Us

With over 200 brands sold in nearly 180 countries, Diageo is home to some of the world’s most iconic drinks. From Johnnie Walker and Guinness to Tanqueray, Smirnoff and Don Julio, we craft brands chosen for life’s moments - from everyday connections to landmark celebrations.

Company

Diageo

Location

New York, NY

Other

Marketing

Job Description

With over 200 brands sold in nearly 180 countries, Diageo is home to some of the world’s most iconic drinks. From Johnnie Walker and Guinness to Tanqueray, Smirnoff and Don Julio, we craft brands chosen for life’s moments - from everyday connections to landmark celebrations.

Bring your talent, curiosity and ambition, and strive for your personal best alongside people who challenge, support and learn from each other. Together, as one outstanding team, we keep learning, improving and raising the bar for our brands, our business and each other.

Join us and play your part in making life’s moments mean a little more.

About The Function

Marketing is where our brands show up in culture and stay there.

This is where creativity meets insight. We take a deep understanding of people, culture and trends and turn it into ideas that spark conversation and shape how our brands are experienced around the world.

From defining brand strategy to launching campaigns that people remember, the work here influences how we show up in the moments that matter.

You’ll be part of a team that’s curious, collaborative and always looking ahead, reimagining our brands for today while building what comes next.

About This Role

We are seeking a curious, commercially minded and hands-on Consumer & Shopper Insights Manager to help our Gin, Rum, Liqueurs & Non-Alc brands connect with consumers and win with shoppers.

This role connects why consumers choose our brands with how shoppers discover, evaluate and purchase them. Working across Marketing, Innovation, Shopper Marketing and Commercial teams, you will turn consumer and shopper understanding into actionable insights that strengthen our brands, improve the shopping experience and inform better marketing and retail activation.

Key Responsibilities

• Drive Consumer Understanding & Brand Growth
• Uncover actionable insights across consumer motivations, attitudes, occasions, behaviors and barriers to inform brand positioning, communications, innovation and activation.
• Mine consumer, cultural, competitive and category trends to identify opportunities to strengthen brand relevance, recruitment and consideration.
• Translate brand health, consumer research and market data into clear implications and recommendations for brand planning and performance.
• Partner with Marketing and Innovation teams to develop and evaluate consumer propositions, communications, packaging and activation programs on/off premise.
• Build Shopper Understanding & Improve Conversion
• Build a deep understanding of shopper missions, decision-making, paths to purchase and purchase triggers across relevant retail channels.
• Understand how shoppers navigate Gin, Rum and Liqueurs and the influence of brand, price, format, packaging, promotion and competitive alternatives on choice.
• Diagnose our brands’ strengths and weaknesses at the point of purchase, including visibility, findability, differentiation, packaging standout and competitive context.
• Identify opportunities to improve shopper consideration and conversion through shelf presence, merchandising and retail activation.
• Partner with Shopper Marketing and Commercial teams to test and optimize POS, displays and in-store messaging, translating shopper behavior into practical recommendations.
• Deliver Best-in-Class Research & Actionable Insights
• Design, commission or execute DIY qualitative and quantitative consumer and shopper research to answer critical business questions.
• Apply the right methodology to the question, including consumer research, shopper surveys, shop-alongs, virtual shelf testing, packaging and messaging evaluation and path-to-purchase studies.
• Integrate primary research, syndicated data, shopper analytics and market intelligence to build a clear picture of opportunities and challenges.
• Manage research partners, budgets and timelines to deliver high-quality, actionable learning.
• Champion a test-and-learn mindset, challenging assumptions and continuously exploring smarter, faster and more effective approaches to learning.
• Connect Insights to Commercial Action
• Partner across Brand Marketing, Innovation, Shopper Marketing, Category Management and Commercial to translate insights into practical business recommendations.
• Develop compelling, insight-led stories that simplify complexity and clearly articulate what we learned, why it matters and what we should do.
• Support customer presentations, innovation sell-in and retail activation with robust consumer and shopper evidence.
• Proactively identify knowledge gaps and emerging questions, ensuring teams have the consumer and shopper understanding needed to make better decisions.

Experience & Qualifications

• 5+ years' experience in Consumer Insights, Shopper Insights, Market Research or related disciplines.
• Strong experience designing, managing and interpreting qualitative and quantitative research.
• Ability to translate complex consumer, shopper and market information into clear, actionable recommendations.
• Strong analytical capabilities, intellectual curiosity and a critical approach to evaluating evidence.
• Understanding of shopper behavior, retail environments and purchase decision-making.
• Experience managing research partners, projects and cross-functional stakeholders.
• Excellent communication, data visualization and storytelling skills.
• Familiarity with syndicated and research sources such as NielsenIQ, Ipsos, Numerator or equivalent.
• Experience in beverage alcohol and/or shopper research, packaging/POS testing, shelf optimization or retail activation effectiveness.

Working with Us

Flexibility is key to our success. Talk to us about what flexibility means to you so that you’re supported to manage your wellbeing and balance your priorities from day one.

We recognise and value performance, offering our people a highly competitive Rewards and Benefits package.

Our purpose is crafting iconic drinks chosen for life’s moments. And it’s our people, with their different experiences, perspectives and talents, who make that possible.

We value diversity in its broadest sense and want everyone to feel they can belong, contribute and strive for their personal best. You’ll work alongside people with different backgrounds, experiences and perspectives - challenging, supporting and learning from one another as one outstanding team.

Together, we’re constantly learning and improving, combining the strength of our people, capabilities and iconic brands to raise the bar, grow and win. Wherever you join us, you’ll have the opportunity to contribute, make an impact and play your part in making life’s moments mean a little more.

Ready to bring your best? This could be your opportunity.

If you require a reasonable adjustment, please ensure that you capture this information when you submit your application.

Worker Type

Regular

Primary Location

3WTC

3 WORLD TRADE CENTER, NY: SALARY RANGE IS FROM $125.925 TO $209.875 (ANNUAL)

At Diageo certain roles are eligible for additional rewards, including annual incentive payment and stock awards. US-based employees are eligible for healthcare benefits, retirement benefits , short-term and long-term disability coverage, basic life insurance, wellness benefits and industry leading parental leave, among others. (Benefits/perks listed may vary depending on the nature of your employment with Diageo and the country where you work.) The salary range displayed is the salary range for the role’s primary location.