Position Summary

Barcel USA is seeking a dynamic, curious, and collaborative Associate Manager, Consumer Insights to help drive growth across iconic brands including Takis, Popcornopolis, and Sanissimo.

As the business continues to expand, this role will play a critical role in understanding consumers, informing marketing decisions, and helping shape business strategy through consumer insights and analytics.

The Associate Manager will combine consumer research expertise with hands-on data analysis across creative testing, brand health, panel data and marketing effectiveness. This role is ideal for someone who enjoys working directly with data, applying strategic thinking, uncovering patterns, and translating complex analyses into clear recommendations that drive business growth.

This position reports to the Senior Manager, Consumer Insights, and supports both Barcel USA and Global Marketing teams.

Key Responsibilities

Creative & Brand Effectiveness

• Manage creative testing initiatives across advertising development and optimization.
• Partner with marketing teams to evaluate consumer response to advertising and communication strategies.
• Support brand health tracking programs by monitoring consumer perceptions, awareness, consideration, usage, and brand equity.

Data Analytics & Business Insights

• Analyze consumer research, syndicated, sales, media, and marketing data to identify trends, diagnose performance, and uncover growth opportunities.
• Develop clear, repeatable analytical models, scorecards, and dashboards that support evidence-based decision-making.
• Collaborate with internal and external partners on marketing effectiveness measurements, including marketing mix modeling and media performance analysis.
• Translate complex analyses into concise business implications and actionable recommendations

Consumer Insights & Research

• Lead qualitative and quantitative research projects from design through reporting.
• Design questionnaires, discussion guides, and learning plans that generate actionable consumer understanding.
• Translate research findings into clear business implications and recommendations.

Collaboration & Leadership

• Partner closely with Marketing, Media & Content, Category Management and Sales teams to address key business questions.
• Present insights and recommendations in a compelling and actionable manner to stakeholders, including senior leadership.