Senior Director, Marketing Research Innovation
Global Marketing Research:
Global Marketing Capabilities
The Sr. Director, Marketing Research Innovation is responsible for the vision, framework, strategic development, and socialization of K-C's Marketing Research, Insights and Behavioral Research capabilities. They are responsible for the continued expansion of our capabilities based upon advances in the areas of front-end innovation (FEI) and product innovation testing and insights, behavioral economics / science, brand equity, data driven segmentation, consumer insights & trending--including predictive trends, social media / data insights, consumer receptivity, pre and in-market brand idea / creative platform and creative / content learning and testing.
This person will be a thought leader at the forefront of advances and innovation in capability for their industry; identifying, aligning, and embedding these capabilities into the K-C Way of Brand Building to enable teams to leverage these capabilities to drive business results. They will regularly interact with a wide variety of senior level stakeholders including regional presidents, global sector leaders, regional sector leaders and the CMO and their team.
INTERNAL AND EXTERNAL ENVIRONMENT
Serves as the thought leader for all Global, Regional & Local Market Research & Insights professionals at K-C across all brands
Sr. Global Research, Media & Analytics Sector Directors, Global Sector Leads, Regional Presidents, Region Sector Leads, Regional & Local Market Research & Insights Leaders / Practitioners, ITS, CMO + Team
Research Vendors, Industry Peers, Industry Share Groups
Framing / Establishing the capability in a way that drives business results
Upgrading Capability for today's Digital World:
The primary challenge for this role is to update / upgrade current capabilities and even invent new capabilities if necessary to deal with the seismic changes in today's landscape. This includes the shift from marketers being in control to the consumer being in control, empowered by technology and with it leaving a massive and granular trail of data that needs to be understood and mined for insights. It includes consumers moving from having few choices to many and buying instantly from any touchpoint. It includes the ability for the consumer to price check, drive price transparency and even drive pricing from anywhere. It includes the challenge of trying to garner attention from a distracted consumer, where they can block us out at will in walled gardens. This requires a new look at everything we do to understand the consumer and generate insights.
Problem solve and drive through industry challenges / barriers to exceed norms, especially where currently established methods and means are not meeting evolving business challenges / needs.
Driving Predictive Outcomes:
Break through discipline / methodology siloes, data challenges, shifting industry / category / brand landscapes to work internally and with partners to drive holistically predictive business outcomes in the areas of marketing research, insights and behavioral sciences.
Create capability that pushes K-C forward but results in a capability that is highly relevant to K-C businesses, solves business problems and drives business results (i.e. not theoretical or "ivory tower")
Create solutions that maximize capability by being relevant and resilient to global market variations in landscape, data, laws, partners, technology and consumer adoption.
Communicate complex capability in a way that is as simple as possible, compelling and displays clear differentiated advantages to K-C brands / businesses that's relevant to their goals.
Weaving together Marketing Research, Insights, Behavioral Science & Industry Trends into the holistic backbone of the K-C Way of Brand Building
Understanding the future marketing research / insights needs of our Sectors and shifting work priorities in a rapidly changing landscape
Define clear KPIs/metrics, score carding and reporting that clearly diagnoses success and recommended action steps at the right level of depth, working with IT to automate where relevant.
Architect & infuse our research & insights practice into the K-C Way of Brand Building with regards to frameworks, language, best practices, partner evaluation & selection criteria, training, and reasonably productized solutions
Identify advancing areas of research / insights & lead world-class tool development
Upgrade all research / insights tools, processes, data streams and partners for the empowered consumer and the digital world that exists today and that evolves over time.
Structure and conduct explorative RFIs, RFPs, and Peer Sharing to assess which upgraded / future capabilities and solutions / partners to adopt, assemble core working teams and steering committees to vet and make decisions
Train practitioners on new techniques as they arise
Impact & evolve internal processes & collaboration models for a unified, integrated approach.
Collaborate and enable two-way connection with all Sr. Global Research, Media & Analytics Sector Directors & ensure that Global Sector Leader priorities are represented on the strategic capabilities plan
Drive evolution in our core methodologies leveraging advances, learning and tools in the fields of Behavioral Sciences and Marketing Research / Insights and identify, codify / standardize & socialize best practices for the following areas:
Product Innovation & Claims:
Drive superior product innovation insights & learning capabilities and commercial product forecasting accuracy. Ensure testing is updated for how consumers make decisions today and how many options they have at their fingertips. Utilize digital tools, partners and data streams.
Winning Value Proposition:
Drive understanding and clarity whether we have a holistic winning value proposition that includes strong Claims, Benefit Visualizations, Product, Promise & Channel Innovation. Determine how to measure holistically and separately as feasible / actionable.
Drive data driven media activation ready segmentation that 1. Can be purchased and targeted effectively in real world activations--ensuring what is fielded / typed and what we buy matches 2. Be validated while also exploring new segmentations in market activations 3. Directly connect / onboard into data, analytics, and digital activation platforms and technology 4. Leverages key media partnerships particularly in digital (Google, Facebook, WhatsApp, Pinterest etc.)_
Behavioral Economics / Science:
Embed into KC Way of Brand Building by creating frameworks, toolkits and vendor relationships to scale this across each relevant step of the marketing process as an insight, learning and success validation
Drive clarity / solutions toward what true consumer insights are (versus data points)--that are actionable and achieved at the right level of granularity / speed to drive the business. Leverage key media partnerships particularly in digital (Google, Facebook, WhatsApp, Pinterest etc.) _
Consumer Journeys & Receptivity:
Advance our understanding of the consumer journey, identify where in these journeys our brands can have the greatest impact to drive the business and identify what places / times / mindsets the consumer is most receptive to our brand messages. Leverage key media partnerships particularly in digital (Google, Facebook, WhatsApp, Pinterest etc.)._
Social Media Insights & Trends :
Infuse our understanding of the category, consumer, segmentation and our performance with just in time social data, trends and insights. Leverage key media partnerships particularly in digital (Google, Facebook, WhatsApp, Pinterest etc.)
Brand Equity Measurement:
Drive a more digitized real time, granular and actionable way to measure both short- and long-term brand equity that drives quicker decisions, is more causal to sales and market share, and connects directly to our segmentation and activation platforms--allowing targeting and creation of look a likes
Pre and in-market brand idea concept / creative platform, creative and content learning and testing: Drive clarity on what's a valid performance testable scenario versus learning scenario methodology (pre-market / in-market) with the right KPIs, toolsets, methodologies, and partners applied across the marketing process. Utilize digital channels and partners to more quickly, efficiently and effectively test in market in an ongoing way.
Own business requirements and a capabilities innovation plan with our ITS partners; work with IT ensuring appropriate data and technology support for capabilities innovation initiatives.
Bachelor's Degree, MBA or graduate level degree preferred
Minimum 15 years of experience in all aspects of market research and insights
Minimum 8 years of experience in senior leader roles
Minimum 5 years of experience successfully working in global role(s)
Some CPG a plus (3-5 years) and with that CPG grounding other company type experience in these areas is also valued.
Ideally the last 3-5 years of experience would be taking traditional techniques and substantially evolving them. This last 3-5 years of experience should ideally be outside of more traditional research companies such as Nielsen, Ipsos and Kantar / Millward Brown.
Emphasis is on applying skill on businesses vs theoretical back end product management or selling of a vendor capability.
The ability to credibly challenge convention and assess when a new best-known method is needed
Updated mindset for System 1 consumer thinking in a digital world
The ability to lead teams and capability through fluidity and challenges in driving necessary change management
In-depth knowledge of consumer trends and implications as well as a comprehensive range of techniques (Qualitative, Quantitative, Choice Models, Behavioral Science, Neuro, Eye Tracking, Facial Coding, etc.) and world-class methodologies for marketing research and insights practices.
Ability to analyze, distill and integrate multiple data sources into strategic marketing recommendations.
Comfortable working in "white space" to establish new capabilities, processes and innovations
Strong problem solving skills and calm persistence in navigating tough industry challenges to build capabilities ahead of the curve
Ability to prioritize and maintain focus in complex and shifting environments
Proven leadership among cross-functional and global teams
Outstanding communication skills, especially ability to make complicated subjects and capabilities accessible, understandable and actionable
Demonstrated ability to articulate strategy, capability solutions and their business implications that can drive impact with Sr. Executives and Business leaders within K-C
Ability to strategically negotiate and manage large global contracts
Prior experience leading global research and insights initiatives.
Kimberly-Clark and its well-known global brands are an indispensable part of life for people in more than 175 countries. Every day, 1.3 billion people - nearly a quarter of the world's population - trust K-C brands and the solutions they provide to enhance their health, hygiene, and well-being. With brands such as Kleenex, Scott, Huggies, Pull-Ups, Kotex, and Depend, Kimberly-Clark holds No.1 or No. 2 share positions in more than 80 countries. With more than 140 years of history of innovation, we believe in recruiting the best people and empowering them do their best work. If fresh thinking and a passion to win inspire you, come Unleash Your Power at Kimberly-Clark.
Kimberly-Clark is an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability status, protected veteran status, sexual orientation, gender identity, age, pregnancy, genetic information, citizenship status, or any other characteristic protected by law.
The statements above are intended to describe the general nature and level of work performed by employees assigned to this classification. Statements are not intended to be construed as an exhaustive list of all duties, responsibilities and skills required for this position.
This position may require a post-offer/pre-hire Physical Abilities Test (PAT) to confirm that individuals are able to perform the essential functions of the job.
K-C requires that an employee have authorization to work in the country in which the role is based. In the event an applicant does not have current work authorization, K-C will determine, in its sole discretion, whether to sponsor an individual for work authorization. However, based on immigration requirements, not all roles are suitable for sponsorship. This position is subject to drug and alcohol testing, including pre-employment testing.
Global VISA and Relocation Specifications:
K-C will support in-country relocation for the chosen candidate for the role, including assistance to obtain proper work authorization. The benefits provided will be per the terms of K-C's applicable mobility policies. The benefits/policy provided will decided in K-C's sole discretion.