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Director, Commercial & Shopper Insights

Company: Mcrlabs
Location: Ontario
Posted on: September 13, 2020

Job Description:

Canopy Growth has already pushed the industry forward in Canada, and now we’re looking to do the same in the United States. Our mission to be the No. 1 hemp and hemp-derived CBD product company in the U.S. means we need incredible people to join us and help break down barriers.

The Company

With millions of square feet of licensed production, and operations spanning four continents, Canopy Growth is the world's leading cannabis and hemp company. Now that Canopy Growth is entering the US, it’s doing so with ambitious plans. The Company’s shares are listed on the Toronto Stock Exchange (WEED) and the New York Stock Exchange (CGC) and are even a part of the S&P/TSX 60 Index.

Canopy Growth recognizes that employees are at the core of our success, and we take pride in a corporate culture that emphasizes inclusiveness, collaboration, and diversity. Our employees come from a wide range of backgrounds, each bringing their own unique skills and talents to the table, working together to continue and increase our incredible momentum of growth. We are excited to be expanding to the United States and want to continue hiring a diverse group of people in our American offices.

The Opportunity

Exciting opportunity to bring your expertise to the emerging cannabis industry, by playing a leadership role in establishing a new and best in class Commercial Insights function at Canopy Growth. As the Director of US Commercial and Shopper Insights you will act as a right-hand and invaluable partner to the US Commercial team, transforming data into insight into action. Through the collection and synthesis of customer, shopper, channel, and market insights you and your team will inform business decisions and actions. As a newly established function you will be responsible for building a high performing team and championing the creation of routines and a robust fact base to support customer relationship building, consumer spending patterns, and business performance. Areas of accountability include but are not limited to – portfolio analytics, shopper insights and marketing mix optimization and analytics and insights activation. All with an eye to driving performance through actionable and innovative insights that can be leveraged within and outside the organization.

Responsibilities

Act as the right hand to the US Commercial Business translating data into insight into action

Develop annual learning plans to drive performance in the US Commercial business spanning 4 key verticals:

Portfolio Analytics: Lead a team of experts in business, competitive and market trends. Finding the white space and new opportunities while also understanding the internal drivers of success and failure to drive US Commercial performance

Shopper Insights: Research, design and manage toolsets that further enable the organization to better leverage insights on shopper needs, wants and influences along the path to purchase. Design and manage custom Shopper research projects. Research and leverage the Shopper focused Syndicated tool set to develop recommendations for Business Partners

Marketing Effectiveness: Drive return on marketing investment by championing marketing analytics to optimize mix

Insights activation: Partner with US Commercial team to turn insights into action

Collaborate with the US Commercial team to develop and drive strategy on an annual basis. Proactively identify and articulate Shopper, Category and Customer opportunities as part of the annual planning process. Set priorities and goals based on these needs, in collaboration with key stakeholders and within the allotted budget

Evangelize Insights & Analytics throughout the organization. Develop and implement processes and best practices to support consistent data driven decision making across CGC. Establish structure to seamlessly engage Analytics & Insights group into key decision-making processes, operating as a valuable support resource for the business that is proactively engaged

Build high quality Commercial Insights organization with 90%+ A players in critical roles and establish accountability driven culture

Experience

BA/BS in related field of study such as business, marketing, economics or statistics. Masters/MBA an asset

7+ years of experience in a shopper insight/market research position of progressing responsibility and scope

CPG experience required

Expertise in performing quantitative analysis and translating data into insights into action

Ability to utilize and direct in-store and general custom research

5+ years leading high performance teams

Strong presentation and communication skills

Expertise in designing powerful, persuasive and concise strategies for multiple constituents internally (Sr. Management, other functions) and externally (retailers, distributor partners, etc.)

High degree of critical thinking skills and flexibility

Comfortable with ambiguity. Experience establishing new function preferred

Ability to work in a fast paced environment, coordinate multiple projects and meet deadlines

Proficiency with both the Google Suite and Microsoft Office toolset

Other Details

This is a full-time role position based out of Chicago, Illinois.

We appreciate the interest from all candidates, and promise to review all applications, but we will only be contacting those who best fit the requirements. If you don’t hear from us, don’t fret; every resume we get is kept in our database for six months for consideration in future searches for talent.

Canopy Growth welcomes and encourages applications from people with disabilities.

Accommodations are available upon request for candidates taking part in all aspects of the selection process.

One last note: the chosen applicant will be required to successfully complete background and reference checks.

Thank you so much for your interest in Canopy Growth.

Canopy Growth is a world-leading diversified cannabis, hemp and cannabis device company, offering distinct brands and curated cannabis varieties in dried, oil and Softgel capsule forms, as well as medical devices through Canopy Growth’s subsidiary, Storz & Bickel GMbH & Co. KG.

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Keywords: Mcrlabs, Ontario , Director, Commercial & Shopper Insights, Other , Ontario, California

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