Consumer Insights, Senior Manager - Turning Point Brands, Inc.

Who we Are:

Turning Point Brands, Inc. (NYSE: TPB) is a leading manufacturer, marketer, and distributor of branded consumer products with active ingredients. We sell a wide range of products exclusively to adult consumers, from our iconic brands to our next generation products to fulfill evolving consumer preferences. Our three focus segments are led by our core, proprietary brands including Zig-Zag® (rolling papers and wraps), Stoker’s® (looseleaf chew and moist snuff) along with our distribution platforms in NewGen. Our products are sold in over 215,000 retail outlets in North America and through our e-commerce platforms. Our businesses generate solid cash flow which we use to finance acquisitions, increase brand support, expand our distribution infrastructure, and strengthen our capital position.

Let’s Build Great Experiences Together!

As a team of ambitious individuals, we strive to be the best at what we do. We have an entrepreneurial and creative approach to get the job done. Do you have a great attitude about life? Are you a great communicator with the ability to learn? Do you have tenacity, grit and are unafraid to fail? If you answered yes to these questions, we want you on our team!

About the job

As the consumer insights, senior manager you will lead our efforts in understanding consumer behavior, market trends, and competitive insights. This individual will play a critical role in driving data-informed decisions to support product development, marketing strategies, and overall business growth. You will work closely with cross-functional teams, especially the Marketing team and Brand Managers, to bring actionable insights that impact business performance in the highly competitive Consumer Packaged Goods (CPG) industry. Other duties as assigned by the supervisor.

Essential Functions

• Lead consumer research by designing, executing, and managing both qualitative and quantitative research projects, including consumer surveys, focus groups, ethnographies, and usability tests.
• Leverage advanced analytics to derive key insights from consumer data, including purchasing behavior, product preferences, and emerging trends.
• Develop comprehensive reports that translate data into actionable insights.
• Partner with marketing, product development, sales, and leadership teams to integrate consumer insights into strategic planning, ensuring that consumer needs and preferences are at the forefront of decision-making.
• Monitor and evaluate competitive landscape, industry trends, and shifts in consumer behavior to provide strategic recommendations and identify new opportunities for growth.
• Serve as a trusted advisor to internal stakeholders, presenting findings in a clear and compelling manner and providing insights that guide business and marketing strategies.
• Manage external research vendors and agencies, ensuring that projects are delivered on time, within scope, and in line with company standards.
• Support product innovation by identifying unmet consumer needs and assessing product concepts through consumer feedback.

Minimum Qualifications

• Bachelor’s degree in Marketing, Business, Psychology, Sociology, or related field
• 7+ years of experience in consumer insights, market research, or analytics, with a focus on the CPG industry.
• Proficient in data analysis tools, survey platforms (e.g., Qualtrics, SurveyMonkey) and syndicated sales data (e.g., Nielsen, IRI). Strong understanding of consumer segmentation and brand health tracking.
• Expertise in both qualitative and quantitative research methodologies, including survey design, focus group moderation, and data analysis.
• Excellent verbal and written communication skills. Ability to synthesize complex data into clear and actionable insights and present them to senior leadership.
• Strong analytical and critical-thinking skills with the ability to identify patterns in consumer behavior and recommend innovative solutions.
• In-depth knowledge of the CPG industry, including current consumer trends, market dynamics, and competitive landscape.

Preferred Qualifications

• Experience in brand health, innovation, and shopper insights.
• Knowledge of digital analytics and how digital behavior impacts purchasing decisions.

Let’s talk money and perks!

The pay range for this role is between $115,000 to $130,000 a year.

Turning Point Brands offer a competitive salary and benefits.

• 12 Paid Holidays
• PTO (Paid Time Off)
• 401K with company match
• Medical, Dental, Vision Insurance
• Short Term Disability Insurance
• Basic Life Insurance
• Tuition Assistance
• DailyPay

Turning Point Brands is an equal opportunity employer. We hire qualified applicants without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, veteran status, and other legally protected classes.

BE AWARE OF FRAUD: When applying for a job at Turning Point Brands (TPB) you will be contacted via correspondence through our official job portal with a clrco.com e-mail address; direct phone call from a member of the TPB team; or direct e-mail with a tpbi.com e-mail address. TPB does not request payments for interviews or at any other point during the hiring process. TPB will not ask for your personal identifying information such as a social security number, birth certificate, financial institution, driver’s license number or passport information over the phone or via e-mail. If you believe you are a victim of identity theft, contact the Federal Bureau of Investigations internet crime hotline (www.ic3.gov), the Federal Trade Commission identity theft hotline (www.identitytheft.gov) and/or your local police department. Any scam job listings should be reported to whatever website it was posted in.