Sr. Analyst, Consumer Insights

Location: Hershey, PA

Reports to: Manager, Strategy, Insights and Analytics

Department: The Hershey Experience

Summary of Role:

This position is the responsible steward for converting the voice of omnichannel The Hershey Experience (THX) guests to actionable insights for the purpose of improving guest experience, increasing guest loyalty and driving business growth.

The incumbent serves as the global guest experience liaison across insights, operations and marketing teams to ensure the implementation of proper research including: initiation, design, execution and analysis satisfying both tactical and strategic objectives for THX.

This position is responsible for analyzing guest data and communicating insights to drive business decisions in support of THX businesses including Brick and Mortar Retail, D2C and Licensing. The individual will assess comprehensive guest data from research studies, secret shopper, guest satisfaction, consumer relations, social media, videometrics tools, Google Analytics and other external sources of consumer insight to develop a holistic view of consumer behavior.

The incumbent will also assist in driving solutions/alternatives to aid in developing, changing and improving the guest data and reporting strategy. This position will also ensure accuracy of data and importantly, translate consumer insights into actionable recommendations.

In addition to working directly with the broader Strategy, Insights and Analytics team, the person in this position manages the day-to-day relationship with Hershey's external research vendors as well as all retail partners. Also, leads a team of flex force employees to conduct research activities- guest intercepts, surveys, focus groups, data processing, and reporting.

Role Responsibilities:

• Initiate, design, manage, direct, execute and analyze research of guest satisfaction, secret shopper, marketing advertising and messaging, new product concept testing, attractions, food services and guest profiles.
• Serve as cross functional business consultant, demonstrating an ability to teach colleagues on research methodology and other key business issues and by showing aptitude to integrate other information sources to help bring insights alive.
• Manage internal and external resources to design questionnaires, dashboards and reporting.
• Analyze guest data and communicate key insights, recommendations to build current capabilities and capitalize on new opportunities to drive business decisions in support of THX businesses; assesses comprehensive guest data from research and combines this information with internal and external sources to develop key insights in alignment with THX overall business strategies; drives solutions/alternatives to aid in developing, changing and improving the guest data and reporting strategy, and works with any internal and external partners to implement changes.
• Present finding/key learnings and recommendations on how to best utilize the information in decision making to management across areas (Retail, DTC, and Licensing) to help support business strategies and tactics in a timely manner.

Desired knowledge, skills, and abilities:

• Strong attention to detail
• Strong verbal and written communications skills
• Strong process/operations management capabilities
• Strong initiative
• Results orientation
• Strong people, interpersonal skills
• Strong problem solving/analytical abilities
• Strong priority management
• Good facilitation skills
• Strong business knowledge
• Good knowledge of systems and database structures/reporting

Minimum Education and Experience Requirements:

• Education -
  
  
  
  • Bachelor's degree in Business, Communications, IS or related field
  
  
  
  
• Experience -
  
  
  
  • At least 3-5 years of business experience-
  
  
  
  

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