Brett Pinkham
Montreal,QC
Summary
Naturally curious, hard-working individual who has a passion for understanding consumer behavior. Currently a Consumer Insights Manager, leading research projects to identify market and consumer needs and translate them into actionable insights for multiple categories and brands. Previously focused on market and brand performance analysis. Experience includes conducting primary and secondary research, managing external and internal stakeholders, project management, analyzing results, generating insights and making strategic recommendations to colleagues and senior audiences.
Overview
6
6
years of professional experience
Work History
Consumer Insights Manager - Research
Imperial Tobacco Canada
2023.03 - Current
- Complete primary and secondary research to gain insights that inform consumer segment needs, shopper typologies, campaign strategies, brand strength, competitive positioning, market sizing, product performance & key opportunities to drive value.
- Manage multiple competing projects simultaneously, within the Vapour, NRT and FMC categories, having various stakeholders, deadlines, agencies and logistic considerations. Always delivering OTIF.
- Share findings in detailed reports and presentations to key stakeholders (often category or customer experience teams), senior management and the greater organization to lead strategic marketing decision making.
- Maintain strong internal relationships across all functions; act as a strategic advisor to champion the consumer perspective and provide insight or research solutions to various category and consumer experience team projects.
- Cultivate and maintain strong agency relationships and high performance.
- Mentor and coach new team hires, interns & on site resources. Sharing knowledge and bolstering the Insights talent pipeline.
Consumer Insights Manager - Vapour Category
Imperial Tobacco Canada
2021.04 - 2023.03
- Manage and execute 5 recurring insight surveys / programs including multiple category trackers, a national category sizing tracker, social media listening and a national syndicated study.
- Analyze and report key Vapour category KPIs on a monthly basis.
- Conduct yearly Vapour category deep dive to establish strategic consumer insight pillars for the year for sharing with the leadership team and rest of the organization.
- Work cross functionally within SP&I to deliver single consumer view.
- Plan and execute total nicotine consumer segmentation.
Commercial Performance Manager - FMC
Imperial Tobacco Canada
2019.01 - 2021.04
- Analyze and share weekly POS KPIs for FMC.
- Conduct biweekly POS deep dives to determine key FMC brand performance opportunities.
- Develop monthly CPDR performance story and presentation for FMC and present in the forum.
- Assist in preparing the S&OP performance story and presentation for FMC.
Territory Manager - Atlantic Canada
Imperial Tobacco Canada
2018.02 - 2019.01
- Develop relationships with over 100 store owners and managers in the key strategic territory in Atlantic Canada.
- Work the POSITIVE model to successfully drive growth in over 50 Key Accounts and 30 independent stores.
- Manage a budget and invest in short term growth programs to deliver above target ambitions
- Source new business opportunities
Education
Bachelor of Business Administration - Marketing
St Francis Xavier University
Antigonish, NS05.2017
Psychological Safety -
Imperial Tobacco Canada
2023
Situational Self Awareness -
Imperial Tobacco Canada
2022
Leading Self -
Imperial Tobacco Canada
2019
CM1 -
General Assembly
2019
Skills
- Data Analytics
- Primary and Secondary Research
- Strategic Thinking & Recommendation
- Consumer and Market Understanding
- Presenting to Audiences of Varying Seniority
- Project & Agency Management
- Coaching and Mentoring
- Teamwork and Collaboration
- Verbal & Written Communication
- MS Office & Other Key Business Programs
Timeline
Consumer Insights Manager - Research
Imperial Tobacco Canada
2023.03 - Current
Consumer Insights Manager - Vapour Category
Imperial Tobacco Canada
2021.04 - 2023.03
Commercial Performance Manager - FMC
Imperial Tobacco Canada
2019.01 - 2021.04
Territory Manager - Atlantic Canada
Imperial Tobacco Canada
2018.02 - 2019.01
Bachelor of Business Administration - Marketing
St Francis Xavier University
Psychological Safety -
Imperial Tobacco Canada
Situational Self Awareness -
Imperial Tobacco Canada
Leading Self -
Imperial Tobacco Canada
CM1 -
General Assembly
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