Analyst, Brand Insights

JOB SUMMARY

The Brand Insights Analyst focusing on Competitive Intelligence provides direct support to the Sr. Manager, Brand Insights and indirect support to Denny’s national marketing teams and internal creative agency. In this role, the Analyst will play a pivotal role in providing the organization with a comprehensive view of the guest and competitive landscape to influence brand planning and business decisions.

ESSENTIAL FUNCTIONS (KEY RESPONSIBILITIES)

Brand Health

This hands-on analytical position is responsible for driving analytical projects and key Brand Health deliverables that serve multiple parts of the business up to the C-suite. The Sr. Analyst will be expected to pull data, analyze and generate actionable insights and growth opportunities for the brand, leveraging several competitive insights platforms. Detailed knowledge of these dashboards and the ability to synthesize data across multiple sources will be critical to successfully delivering an accurate, comprehensive picture of Denny’s brand health.

Advertising & Communication

This position will monitor and report on active competitive messaging in the market to understand the competitive forces vying for our guests’ attention. In this role, you will not only gather competitive intelligence on advertising/media, LTOs and promotions but will also be responsible for evaluating the effectiveness of our own ads & promotions.

Menu & Product Development

To provide insight and intelligence to the product development team, the Brand Insights Sr. Analyst will leverage first- and third-party research tools and resources to understand and report on guest needs and expectations that guide strategic planning and Denny’s menu evolution from the earliest stages of idea generation to post-launch evaluations.

First-Party Research

In addition to syndicated data sources, the Brand Insights Sr. Analyst will support a variety of qualitative and quantitative research studies to provide the organization with insights on current and future guests’ needs, experiences, and profiles. This position will write surveys, program, manage through data collection and collaborate with the Sr. Manager to develop and report on the insights gained.

RESPONSIBILITIES

• Utilize data and insights to bring the unbiased voice of consumer, marketing and brand performance to in decision-making across the organization
• Build strong foundational knowledge of syndicated partners’ data assets and capabilities
• Track and trend brand funnel metrics along with brand perceptions to mine for insights & opportunities, and assist in the development of quarterly reports for leadership
• Monitor competitive activity (LTOs, advertising, promotions, etc.) and develop monthly and quarterly competitive reports to inform product, messaging and promotional initiatives
• Lead product satisfaction analyses as part of in-market tests or upon launch of new LTOs
• Conduct product research studies and trend analyses in support of Product Development and Marketing/Menu teams
• Manipulate large data sets in vendor platforms, Excel and other tools necessary to perform analyses
• Pull data, analyze and deliver accurate and compelling insights related to brand health, advertising performance, product experience and competitive trends to best support the business
• Develop questionnaires as part of first-party studies and/or focus group to better understand guest sentiment
• Blend and triangulate analyses with product, industry and cultural trends
• Manage projects through partners to ensure timely, accurate and meaningful reports

EDUCATION & EXPERIENCE REQUIREMENTS

• BA/BS in Business, Marketing, Strategy, Statistics, Economics or related field
• MBA preferred
• 3-5 years relevant experience in restaurant, retail, consulting or syndicated data providers

SKILLS & QUALIFICATIONS

• Strong analytical thinking and writing skills are required
• Must be able to synthesize insights across multiple sources of data (primary, secondary, trends, industry news, competitive moves, etc.) into meaningful conclusions and recommendations
• Strong knowledge of marketing, market research and statistical fundamentals
• Understanding of qualitative and quantitative research tools and methodologies including brand tracking, product/concept tests and CSAT studies
• Some experience with industry and consumer trend identification with ability to connect to strategy
• Consistently demonstrates the ability to plan, execute and complete a wide variety of projects in a timely manner
• Strong multi-tasking capabilities and the ability to successfully manage multiple projects in an environment of aggressive timeframes and shifting priorities
• Exceptional organizational and time management skills
• Extensive knowledge and experience with third party data providers (e.g., Technomic, Datassential, Ace Metrix)
• Experience with customer, loyalty and POS data is preferred
• Experience planning, developing and maintaining research, data, databases and systems
• Advanced Excel and PowerPoint skills
• Rigorous attention to detail
• Demonstrates high level of intellectual curiosity, resourcefulness, enthusiasm and self-motivation
• Strong communicator and team player who is positive, humble, flexible and an active listener