Senior Manager, Global Consumer Insights

At Hasbro, we are dedicated to crafting a vibrant future of play and entertainment. We invite ambitious and creative individuals to join our team as we continue to innovate and encourage. Our culture is rooted in community, passion, integrity, creativity, and inclusion, making Hasbro a place where outstanding ideas thrive.

The Senior Manager, Consumer Insights will serve as a core partner and consumer advocate for Hasbro’s Global Play and Commercial teams, focusing on the Action Brands, Fashion, and Preschool portfolios, with responsibility for brand and franchise strategies, product innovation, and go-to-market planning. This individual brings wide-ranging and well-developed skills in quantitative and qualitative primary research, secondary data review, project oversight, and a consultative approach. You will take initiative in shaping research priorities, addressing issues, proposing recommendations, and encouraging insight integration with interested parties.

We want someone enthusiastic about Hasbro’s brands and curious about what drives consumer behavior. Joining the Consumer Insights team, you will have the opportunity to represent the consumer’s perspective. You will boldly apply data and insights to support teams in enhancing business decisions that expand our brands and introduce winning products.

Effective from the date that Hasbro opens its new Boston location, this position will be onsite Tuesday - Thursday at Hasbro's new HQ location in Boston, MA. In the interim, this position will be onsite Tuesday -Thursday at Hasbro's HQ in Pawtucket, RI or at Hasbro's temporary location in Boston, MA.

A Day in the Life as a Sr. Manager, Global Consumer Insights:

• Act as the consumer advocate within the Action Brands, Fashion, and Preschool portfolios, guiding brand strategy, product development, forecasting, entertainment planning, and marketing decisions.
• Working with the Director, prioritize business questions and requests across audience, category, brand, entertainment, product, creative, and commercial needs.
• Proactively develop and complete insights agendas guided by achievements aligned to strategic brand goals, development gates, commercial landmarks, and go-to-market planning.
• Develop and coordinate many custom and standardized research programs, such as foundational consumer learning, audience segmentation, brand tracking, product and package testing, messaging and campaign testing, and purchase journey research. Present findings through research reports and offer strategic advice to brand and creation teams.
• Provide strategic storytelling and presentations that scale up to senior levels, distilling complex consumer findings into clear, compelling narratives that drive confident business decisions.
• Champion the adoption of AI-powered research and insights tools across the insights team. Actively experiment with new approaches, build proficiency in AI-assisted synthesis, analysis, and storytelling. Help the team adopt new AI-enabled ways of working.
• Model standards for quality and actionability in research plans and deliverables. Provide guidance and mentorship to junior team members. This role does not have direct people management responsibilities.
• Confidently advocate for the consumer perspective and decisions based on insights. Share a clear, evidence-based point of view with collaborators, even when it challenges conventional thinking or the current direction.

What You'll Bring:

• 10 years of experience in consumer insights or market research, ideally including several years working with children's or fan products, entertainment, and/or gaming
• Extensive knowledge in quantitative and qualitative insights techniques, such as segmentation, product testing, volumetrics, creative asset evaluation, and purchase journeys
• Outstanding skill in crafting engaging stories using data and insights, presented with a level of refinement suitable for GM-level presentations
• Experience translating advanced analytics into insights – e.g., choice modelling, segmentation, driver analysis, price elasticity – with support from vendor partners and AIM Analytics peers
• Strong problem diagnosis and definition skills
• Excellent prioritization and project oversight capabilities
• High-level analytical and critical thinking skills
• Excellent interpersonal, written, and verbal communication skills
• Proficiency with Microsoft Office 365 tools and navigating Power BI dashboards
• Passion for the toys & games category
• BA/BS or equivalent experience required, preferably in social sciences, marketing/market research, or a related field
• MBA, other advanced degree, or additional education in consumer insights/analytics is advantageous, or equivalent experience will be considered