Director, Consumer Insights
Kraft Heinz Company
Don Mills, ON
Our Company

The Kraft Heinz Company is revolutionizing the food industry – we will be the most profitable food company powered by the most talented people with unwavering commitment to our communities, leading brands and highest product quality in every category in which we compete. As a global powerhouse, Kraft Heinz represents over $26 billion in revenue and is the 5th largest food and beverage company in the world. At Kraft Heinz, to be the BEST food company, growing a BETTER world is more than a dream – it is our GLOBAL VISION. To be the best, we want the best – best brands, best practices and, most importantly, the best people.

It's a Question of Taste

Do more, be more. Whatever your aspirations, experience something exceptional at Kraft Heinz. We'll give you the freedom to determine your own direction and deliver in your own style. Outperform our expectations and you'll move forward faster than you ever thought possible. Come ready to dream. Come eager to grow.

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Job Description
Role Overview

As the Director Consumer Insights, you will be the Consumer Insights Lead for Kraft Heinz Canada, and a key strategic business partner to the Brand Build and Innovation team. Reporting to the CMO, you will be a critical partner in driving business results, and will be responsible for helping develop and execute marketing strategy and influence decisions across all areas of the business including brand foundations, equity assessment, strategic and annual planning, communication and innovation. As the voice of the consumer, you should have a curious mindset and a relentless desire to continuously search for insight to help address unmet consumer needs.


Lead Strategic Consumer Insight across a wide-range of categories and brands
Recommend methodology and vendors as the lead for a variety of key strategic initiatives based on business objectives including Consumer Targeting, Brand Positioning, Equity Tracking, Innovation Pipeline Development & Validation, and Communication Evaluation
Provide guidance to the Brand Build & Innovation and Category teams by identifying and articulating key business issues, identifying gaps and uncovering opportunities in support of setting marketing objectives and strategies as part of long-range strategic plans and annual brand plans
Leverage custom and syndicated studies to identify dig sites for innovation, partner with marketing and R&D to identify, develop, size and validate a multi-year pipeline of new products for 2020+
Develop and lead holistic, comprehensive research plans for both existing products and new products from scoping, ideation, concept development, screening, optimization, volumetric testing, product guidance, product testing & post-launch analysis, and packaging graphics & structure to build ideas consumers need and desire
Assess market landscapes, consumer trends, need states and barriers to assess whitespace innovation opportunities
Help build brands consumers love as a strategic partner in the communication process by inputting into the marketing brief, providing feedback to creative agencies and leading research and recommendations from pre-testing, tracking and brand equity studies
Evaluate sales impact of media campaigns and recommend optimizations to improve efficiency, effectiveness and ROI
Guide product & package quality and cost-out initiatives by delivering consumer insights, developing action standards/decision criteria and executing a rigorous testing plan
Lead research best practices, assess new methodologies and new vendors and bring progressive, non-traditional thinking to optimize efficiency and make a significant impact on the consumer environment
Own relationships with multiple research vendors to provide best in class research approaches and drive agility, speed and breakthrough insights
Collaborate with Customer Insights Lead and Analytics Lead to ensure sharing of knowledge across the business
Build strong relationships with Head of Brand Build & Innovation, Head of R&D, Heads of Business Units and Global counterparts to leverage the power of a strong multi-faceted team
Create a highly engaged & connected team and develop direct reports


Minimum Bachelor's Degree
10+ years’ experience in strategic insights/consumer research role
A minimum five (5+) years of solid Market Research / Insights experience is required, preferably within CPG
Strong understanding of consumer behaviour and motivations
Proficient in the application of research design and appropriate methodologies
Experience across a broad range of market research techniques and analytical tools
Proven ability to analyze marketing research knowledge to drive business planning and decisions; Able to synthesize learnings/implications from multiple data sources
Ability to lead and manage multiple projects and work effectively with cross-functional teams with proven ability to build effective partnerships
Experience in advertising research and tools across multiple channels (TV, digital)
Proficient with innovation and custom research methods, both qualitative and quantitative
Experience leveraging syndicated services (Nielsen Market Track and Panel Data, NPD)
Demonstrated thought leadership and curiosity
Excellent communication, organization and presentation skills (written, oral, and across Microsoft Office Suite); Strong story-teller and influential communicator
Demonstrates intellectual agility and resiliency in complex and ambiguous situations, leading through change and finding solutions to difficult issues
Confidence to adapt to and manage changing priorities

About The Kraft Heinz Company

The Kraft Heinz Company (NASDAQ: KHC) is the third-largest food and beverage company in North America and the fifth-largest food and beverage company in the world, with eight $1 billion+ brands. A globally trusted producer of delicious foods, The Kraft Heinz Company provides high quality, great taste and nutrition for all eating occasions whether at home, in restaurants or on the go. The Company’s iconic brands include Kraft , Heinz, ABC, Capri Sun , Classico , Jell-O , Kool-Aid, Lunchables, Maxwell House, Ore-Ida, Oscar Mayer, Philadelphia, Planters, Plasmon , Quero, Weight Watchers Smart Ones and Velveeta . The Kraft Heinz Company is dedicated to the sustainable health of our people, our planet and our Company. For more information, visit .

The Kraft Heinz Company is committed to a diverse and inclusive workforce. Job seekers with disabilities who require accommodation during the recruitment process or would like more details about accessibility should contact:


Don Mills