Associate CMI Manager, Demand Generation

📋 Description

• Spearhead the demand generation insights strategy for Seventh Generation.

• Oversee the Consumer and Market Insights (CMI) agenda for demand generation within home care, including communications development and testing, audience targeting, social-first creative quality, and market impact measurement (e.g., Brand Lift), collaborating with media and creative agencies.

• Drive the adoption of data-driven marketing strategies such as audience development, segmentation, and activation signals to enhance effectiveness.

• Lead the Social-First Demand Generation strategy for HCNA, encompassing social listening, creative quality diagnostics, and impact measurement across digital, social, and point-of-sale materials.

• Manage and analyze social listening outputs; stay updated on emerging trends, expanding markets, and cultural signals that drive demand for home care.

• Develop multi-phase consumer learning plans: articulate business questions, set clear objectives, brief suppliers, manage scope, timing, and costs, and present findings to senior partners.

• Conduct custom qualitative and quantitative research (with or without agency assistance) and perform desk research using available resources to address demand, retailer dynamics, pricing, and competitive trends.

• Lead market tracking and optimization for HCNA initiatives with media agencies—determine what was successful and what wasn’t, and integrate learnings into subsequent efforts.

• Assess the overall impact of marketing investments through Rapid ROI, brand health tracking, and in-flight diagnostics (e.g., Brand Lift).

• Establish strategic foresights for home care at Seventh Generation: observe emerging behaviors, evolving consumer needs, and the future of demand generation marketing to shape strategy and roadmaps.

• Provide insights into consumer engagement with the home care category and Seventh Generation, including category and brand audits; convert insights into opportunities for brand superiority.

• Evaluate in-market performance data (scanning and panel), including sales, purchase panels, pricing, distribution, and retailer performance to guide decision-making.

• Integrate diverse data sources into cohesive, compelling narratives that influence decisions and facilitate growth.

• Act as a CMI Future Shaper—striking a balance between effective use of AI-enabled tools and deep consumer understanding for home care consumers and Seventh Generation shoppers.

• Collaborate closely with Marketing (media & communications), media and creative agencies, and research partners.

• Build trust, express viewpoints confidently, and function as a proactive business partner rather than merely an order-taker.

• Provide ad hoc assistance on requests from the Global Home Care team related to the US market and The Laundress brand as needed (accounting for less than 5% of the scope).

⛳️ Requirements

• A Bachelor's degree is required.

• At least 5 years of experience in Consumer & Market Insights or closely related roles in marketing/analytics.

• Practical experience with qualitative and quantitative methodologies (design, execution, and interpretation).

• Proficiency in working with household panel and market data (e.g., scanning and panel data from sources like Circana/Numerator or equivalents).

• Familiarity with audience development and data-driven marketing practices.

• Experience with Marketing Mix Modeling or similar methodologies; familiarity with brand equity/health tracking and in-market measurement (e.g., Brand Lift) is preferred.

• Comfortable analyzing performance metrics across sales, usage/purchase panels, pricing, distribution, and media signals; able to create a clear, persuasive narrative by connecting insights from various sources.

• Strong social listening skills—capable of managing tools, identifying trends, and translating cultural and behavioral signals into actionable recommendations for home care demand generation.

• Inquisitive and proactive—willing to go beyond the brief to identify opportunities and propose solutions.

• Excellent interpersonal and communication skills (both written and verbal); confident in influencing senior stakeholders within a fast-paced, dynamic environment.

• Comfortable working independently with guidance from your line manager; adaptable in unstructured situations.

• A personal passion for insight generation and consumer-centric growth; dedicated to the mission of Seventh Generation.

🏝️ Benefits

• Health insurance (including prescription drug, dental, and vision coverage).

• Retirement savings benefits.

• Life insurance and disability benefits.

• Parental leave.

• Sick leave.

• Paid vacation and holidays.

• Access to numerous voluntary benefits.