Associate CMI Manager, Demand Generation
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Job Description
Associate CMI Manager leading demand generation insights for Seventh Generation with tasks focused on social-first communications and marketing effectiveness. Collaborating closely with media and research partners.
Responsibilities:
- Lead the Seventh Generation demand generation insights agenda
- Own the CMI agenda for Seventh Generation demand generation across home care: communications development & testing, audience and targeting, social-first creative quality, and in market impact measurement (e.g., Brand Lift), in partnership with media and creative agencies.
- Guide the adoption of data driven marketing approaches (audience development, segmentation, activation signals) to sharpen effectiveness.
- Lead the agenda for Social-First Demand Generation for HCNA—from social listening to creative quality diagnostics to impact measurement across digital, social, and POSM.
- Manage and interpret social listening outputs; keep a pulse on emerging trends, growing spaces, and cultural signals that fuel demand for home care.
- Design multi-phase consumer learning plans: frame business questions, define clear objectives, brief suppliers, manage scope/timing/costs, and deliver implications to senior partners.
- Run custom qualitative and quantitative research (with or without agency partners) and perform desk research using available sources to address demand, retailer dynamics, pricing, and competitive trends.
- Lead in market tracking and optimization for HCNA initiatives with media agencies—identify what worked/what didn’t, and embed learnings into the next sprint.
- Measure the impact of marketing investments holistically through Rapid ROI, brand health tracking and in flight diagnostics (e.g., Brand Lift).
- Build strategic home care foresights for Seventh Generation: monitor emerging behaviors, evolving consumer needs, and the future of demand generation marketing to inform strategy and roadmaps.
- Provide a clear perspective on how consumers engage with the home care category and Seventh Generation, including category and brand audits; translate insights into brand superiority opportunities.
- Analyze in market performance data (scanning and panel) including sales, purchase panels, pricing, distribution, and retailer performance to guide actions.
- Synthesize disparate data sources into simple, compelling stories that influence decisions and unlock growth.
- Serve as a CMI Future Shaper—balancing the smart use of AI-enabled tools with deep human consumer intimacy for home care consumers and Seventh Generation shoppers.
- Partner closely with Marketing (media & comms), media and creative agencies, and research partners.
- Build trust, speak up with a point of view, and act as a proactive business partner—not an order-taker.
- Ad hoc support on requests from Global Home Care team related to US market and The Laundress brand as needed (less than 5% of scope)
Requirements:
- Bachelor’s degree required.
- Minimum 5 years of experience in Consumer & Market Insights or closely related marketing/analytics roles.
- Hands-on experience with qualitative and quantitative methods (design, execution, and interpretation).
- Proficiency working with household panel and market data (e.g., scanning and panel sources such as Circana/Numerator or equivalents).
- Familiarity with audience development and data-driven marketing practices.
- Experience with Marketing Mix Modeling or similar methods; exposure to brand equity/health tracking and in market measurement (e.g., Brand Lift) preferred.
- Comfortable with performance analytics across sales, usage/purchase panels, pricing, distribution, and media signals; able to connect dots across multiple sources into a clear, persuasive narrative.
- Strong social listening acumen—able to manage tools, detect trends, and translate cultural/behavioral signals into actionable recommendations for home care demand generation.
- Curious and proactive—go beyond the brief to uncover opportunities and propose solutions.
- Strong interpersonal and communication skills (written and verbal); confident influencing senior stakeholders in a fast paced, dynamic environment.
- Comfortable working independently with coaching from your line manager; adaptable in unstructured contexts.
- Personal passion for insight mining and consumer-centric growth; commitment to Seventh Generation’s mission.
Benefits:
- health insurance (including prescription drug, dental, and vision coverage)
- retirement savings benefits
- life insurance and disability benefits
- parental leave
- sick leave
- paid vacation and holidays
- access to numerous voluntary benefits
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