Manager, Consumer Insights

Dole Packaged Foods, LLC

Manager, Consumer Insights

US-CA-Westlake Village

Job :

Type: Regular Full-Time

# of Openings: 1

Category: Marketing

Dole Packaged Foods is a purpose led organization that is a champion of accessible fruit nutrition and builds a brighter future for people through the goodness of fruit.

At Dole, our culture is uniquely driven by core Values. Our commitment to these Values transforms our work into a meaningful journey toward a brighter future together. Here, you'll be part of a respectful, inclusive culture that deeply values our colleagues, customers, and global communities. We strive for excellence, empowering each other to confidently overcome challenges, continuously learn, and achieve world-class results.

Guided by unwavering integrity, our actions consistently reflect our commitment to always doing what's right, fostering lasting trust and strong relationships. Through a spirit of collaboration, we cultivate positivity, generosity, and genuine teamwork, enabling collective success toward our One Dole Purpose. Our innovative spirit leads directly to meaningful outcomes and business success.

As the Manager of Consumer Insights, you will be responsible for providing actionable insights that drive business growth, product innovation, and brand positioning. You will lead consumer and market research efforts, track consumer behavior, and support cross-functional teams with data that influences marketing, product development, and sales strategies. This role will involve leveraging both internal capabilities and external agencies to gather and develop insights, ensuring data-driven decisions across the organization.

This role provides flexibility to work in a hybrid environment of home and our Westlake Village, CA office. (Hybrid is defined as 3 times per week in the office).

• Track Consumer Trends – Continuously monitor and interpret emerging trends related to consumer preferences, flavors, packaging, and nutrition claims to ensure the brand remains aligned with market shifts.
• Monitor Consumer Sentiment – Analyze social listening, reviews, and survey data to track consumer sentiment and feedback, identifying emerging trends and shifts in consumer behavior. Leverage external agencies as needed for deeper analysis.
• Build Consumer Segmentation Profiles – Define and develop detailed consumer segmentation profiles, identifying key target segments, their behaviors, motivations, and specific needs. Work with agencies to gather broader market data when necessary.
• Identify Market Landscape Opportunities – Conduct analysis to identify unmet consumer needs, areas of non-consumption, and white space opportunities for innovation and growth within the market.
• Map Consumer Decision Trees – Develop and maintain decision trees to map out consumer purchase behaviors, understanding key drivers at both retail and e-commerce touchpoints.
• Assess Consumer Need States – Identify specific consumer needs, occasions, and motivations that drive purchasing decisions, enabling more effective targeting and brand positioning.
• Provide Insights on Consumer Motivations & Purchase Behavior – Provide insights into the emotional and psychological factors that drive consumer purchase decisions, helping shape marketing strategies that connect with consumers and align with brand objectives.
• Develop & Manage Consumer Insights Learning Agenda – Establish and maintain a structured insights plan, supporting category teams with ongoing consumer research, trend monitoring, and actionable learning, utilizing both internal and external resources.
• Translate Research Data into Actionable Insights – Synthesize consumer research, sales data, and market feedback into actionable insights that inform marketing strategies, product development, and customer targeting.
• Conduct Consumer Testing for Innovation Launches & Product Updates – Manage consumer testing for new products, packaging, and updates. This includes gathering feedback on product appeal, usability, and overall market readiness to refine offerings before launch. Collaborate with agencies to execute and analyze tests.
• Develop Market & Consumer Insights…