For a complete position description, please visit: Consumer Insights Manager

THE ORGANIZATION

Our client, The Little Potato Company, began its journey in 1996 with the owners (Jacob and Angela - father and daughter) wanting to be able to produce little creamer potatoes, like what Jacob knew from his Dutch roots. They grew their first acre by hand; planting, weeding, harvesting, and washing it themselves. They then packed them into the back of Angela’s hatchback, setting off to farmers markets and restaurants. The potatoes were popular with chefs early on, with one of their first accounts being the Banff Springs Hotel. Jacob and Angela bought their first plant in 2000 and with their continued success, have expanded to increasingly larger facilities over the years with their new state of the art facility located just outside of Edmonton in Nisku. With further expansion and growth across Canada and into the United States, LPC partnered with a co-packing plant in PEI and opened a second production plant in DeForest, Wisconsin. Today, Angela leads the organization as CEO and Jacob runs a research and breeding company for little potatoes. The Little Potato Company has grown to have products on store shelves in every Province in Canada and State in the United States and operates with over 360 employees across Canada and the United States.

For further information on The Little Potato Company, please visit their website at

THE OPPORTUNITY

The Consumer Insights Manager is accountable for delivering high‑quality, actionable consumer insights, brand performance measurement, and marketing effectiveness analysis to support The Little Potato Company’s marketing and sales objectives across North America.





This role is responsible for managing the Consumer Insights and Marketing Performance portfolios through hands‑on execution, translating data into insights that inform brand strategy, product innovation, and go‑to‑market execution. This role will work closely with the Marketing and Sales teams to ensure insights are integrated holistically across the business.

Reporting to the Sr. Manager, Marketing & Sales Insights, this is an individual contributor role that works closely alongside the Customer & Category Insights Manager, with the two roles complementing one another to provide a complete view of the consumer and customer landscape.

RESPONSIBILITIES

The responsibilities for this position include, but not limited to, the following:

Consumer Insights & Brand Performance

- Plan and deliver all consumer and market research initiatives, including defining research questions, selecting methodologies, managing vendors, analyzing outputs, and distributing insights to stakeholders.
- Align all research initiatives and projects to clearly defined objectives set in partnership with the Senior Manager, Marketing & Sales Insights and the VP of Marketing, ensuring relevance to business priorities.
- Build and maintain a detailed profile of the Most Lucrative Target Audience (MLTA), including behaviors, purchase drivers, retail paths to purchase, and growth trends,



and translate findings into explicit inputs for brand, product, shopper marketing, and sales plans.
- Build and maintain a consumer insights roadmap that integrates 3rd party industry research, panel data, and custom qualitative and quantitative research.
- Conduct consumer research to aid product innovation and improvement, including hypothesis development and end‑to‑end insight delivery using methodologies such as concept, claims, and package testing, as well as advanced analytics (e.g., MaxDiff, conjoint, TURF, and key driver analysis).
- Design and execute focus groups, surveys, agile research, and concept testing to evaluate product ideas and guide decision‑making.
- Partner with the Senior Product Manager to incorporate consumer insights into product strategy, line reviews, and launch planning.

Marketing Performance Management

- Build working knowledge of marketing channel strategies and objectives to ensure analysis evaluates performance against defined KPIs.
- Analyze marketing campaign performance across paid media, ecommerce, shopper marketing, website, social, and CRM to identify trends across channels.
- Work with marketing channel owners to deploy testing ideas, including A/B tests, that are defined by/with the Senior Manager, Marketing & Sales Insights.

Cross-Functional Collaboration and Communication

- In partnership with the Customer and Category Insights Manager and Sales Analyst, integrate consumer, category, customer, channel and competitive insights.
- Liaise with the Sales Analyst to ensure insights and recommendation meet sales team needs
- Produce and deliver clear, compelling insights presentations for Marketing

📌 Consumer Insights Manager (Edmonton)
🏢 ProFound Talent
📍 Edmonton