Position:  Consumer Insights Manager
Location:  Toronto, Ontario
Job Id:  1473
# of Openings:  1

Consumer Insights Manager -  Toronto, Ontario
High Park Company is a wholly-owned subsidiary of Tilray, a global leader in cannabis cultivation, processing, and distribution. Tilray serves patients in Canada and around the world with a diverse range of pharmaceutical-grade medical cannabis products as High Park Company focuses on creating distinctive products for adult Canadian consumers.
About High Park Company
High Park Company was established to develop, sell, and distribute inspiring and iconic adult-use cannabis brands. 
About Tilray
Tilray is a global pioneer in cannabis research, cultivation, processing and distribution currently serving tens of thousands of patients in ten countries spanning five continents.
Looking to develop your career at the forefront of a rapidly expanding industry?
As a Consumer Insights Manager, you will be involved in sourcing, analyzing, reporting and embedding insights across the Tilray enterprise.  You will be a key strategic business partner to the Brand Build and Innovation team. Reporting to the Global Director of Insights, you will be a partner in helping to establish the insight function at Tilray, identifying the right research partners and 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.
Role and Responsibilities 
  • Source and synthesize information from multiple data sources (primary, secondary and syndicated), translate into insights and deliver unique actionable insights and business recommendations utilizing best in class “story telling” and engaging communication.
  • Integrate consumer insights collaboratively with business team throughout the complete product life cycle, including: brand strategy, communication strategy, creative development, innovation, product and packaging, in market execution and assessment
  • Identify new and innovative custom research techniques to help identify and understand emerging consumer & shopper trends.
  • Play a leadership role in setting consumer-centric marketing objectives, strategies and business principles by providing guidance to business team in identifying and articulating key business opportunities.
  • Proactively provide thought leadership to influence business stakeholders to make the appropriate business decision through the lenses of consumer and business goals/priorities.
  • Source and execute complex primary research projects
  • Collaborate cross-functionally to ensure that strategies and plans are based on sound consumer/ market understanding
  • Develop relationships with agencies to perfect the research tools in place and/or create new ones that will bring more foresight to the organization
  • Manages research activities and diagnose business issues and opportunities with Marketing, Sales, Finance, R&D, Scale Promotions, Advertising agencies, Media personnel.
Qualifications and Education Requirements
  • Bachelor’s Degree in a related field (Master’s degree an asset).
  • 5+ years of experience in consumer research
  • Experience across a broad range of market research techniques and analytical techniques such as:
  • Consumer based market structures (consumer need state landscape)
  • Consumer segmentation
  • Brand health
  • Product and concept testing
  • Packaging evaluation
  • Volumetric forecasting
  • Pricing architectures
  • Extraction and synthesis of data and information into actionable insights.
  • Strong knowledge of business practices, marketing principles, and retail environment/practices.
  • Equally comfortable contributing and influencing in group or individual assignments.
  • Supplier-side research experience a plus.
  • Shopper research experience a plus.
  • Strong project management skills;
  • Strong communication and presentation skills
  • Strong organizational skills
  • Orientation towards strategic thinking.
  • Ability to multi-task in a fast-paced environment
High Park welcomes applications from all qualified individuals and is committed to employment equity and diversity in the workplace.

Accommodations are available for applicants with disabilities throughout the recruitment process. If you require accommodations for interviews or other meetings, please advise when submitting your application.
Please note that High Park does not authorize, engage, or sponsor any consultants, agencies or organizations that seek certain personal or financial information from you (e.g. passwords, login ids, credit card information). High Park does not charge any application, processing or onboarding fee at any stage of the recruitment or hiring process. 
When replying to emails, please ensure the sender name and email address match exactly.  Please also ensure the Reply-To address matches the sending address exactly.
If you are concerned about the authenticity of an email, letter, or call purportedly from, for, or on behalf of High Park, please send an email inquiry to infosec@tilray.com

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