About the Role

The Sr. Manager, Category & Roadmap Insights leads the measurement, evaluation and optimization of marketing communications performance across the full media and creative mix, including advertising, digital, social, PR and brand campaigns. This role turns data into a clear view on what is working, why, and what to do next, partnering closely with brand marketing, media, creative and analytics teams to make sure every communications dollar is grounded in consumer understanding and measurable impact.

This is a highly cross functional role suited to someone who can move between quantitative rigor (media effectiveness, brand tracking, MMM and attribution) and qualitative storytelling (creative testing, consumer perception, cultural relevance), and who can turn both into recommendations senior stakeholders will act on.

What You'll Do

Own the end to end measurement framework for marketing communications, including brand health tracking, campaign pre and post evaluation, creative testing and media effectiveness studies

Partner with analytics and data science teams on marketing mix modeling (MMM), multi touch attribution and incrementality testing to quantify ROI across channels

Monitor brand equity, awareness, consideration and message recall metrics, identifying trends and flagging risks or opportunities proactively

Act as the insights partner to brand, creative and media teams, informing campaign strategy, creative development and channel and media planning with data backed recommendations

Translate complex research and analytics into clear, actionable narratives for senior leadership and cross functional stakeholders

Guide go or no go and optimization decisions during campaign flighting based on real time performance signals

Design and manage primary research studies (surveys, focus groups, ad testing, message testing) in partnership with external research vendors and panel providers

Manage relationships and budgets with research and measurement vendors, including brand tracking platforms, media effectiveness tools and syndicated data providers

Ensure research methodologies are rigorous, cost efficient and aligned to business questions

Build and maintain recurring reporting, including dashboards, scorecards and executive readouts, that make performance visible and easy to act on

Present findings and recommendations to senior leadership, marketing and agency partners with confidence and clarity

Champion a test and learn culture, embedding insights earlier in the campaign planning process

Manage and mentor an analyst or coordinator, setting standards for insights quality and rigor across the team

Continuously evaluate and evolve measurement approaches, tools and data sources to keep pace with changes in the media landscape, such as signal loss, platform algorithm shifts and emerging channels

What You'll Bring

Bachelor's degree in Marketing, Communications, Statistics, Business or a related field

6 to 8+ years of experience in marketing analytics, consumer insights, media effectiveness or brand research, whether agency, client side or research supplier side

Strong experience with brand tracking, campaign measurement and/or marketing mix modeling and attribution methodologies

Proven ability to translate data into clear, business relevant recommendations for non technical audiences

Experience managing research vendors, budgets and timelines

Advanced proficiency in Excel and PowerPoint, with familiarity in BI tools such as Tableau, Power BI or Looker, and/or statistical software such as R, Python or SPSS a plus

Experience in CPG, consumer products, retail or another fast paced consumer facing industry preferred

Familiarity with syndicated data sources such as Nielsen, Kantar, Comscore or MRI Simmons, and native analytics from media platforms such as Meta, Google, TikTok or Amazon, a plus

MBA or advanced degree in a quantitative or marketing discipline a plus

Experience with survey design and platforms such as Qualtrics or Dynata a plus

Strong analytical rigor paired with sharp storytelling and executive presence

Comfortable operating with ambiguity and turning messy or incomplete data into confident recommendations

Collaborative, cross functional mindset with the ability to influence without direct authority

Detail oriented while able to step back and see the wider business impact

Curious and current on media and marketing trends, consumer behaviour shifts and measurement innovation

SharkNinja is an Equal Opportunity Employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.