Director, Consumer Insights & Analytics

What You’ll Do:

The Director, Consumer Insights & Analytics is responsible for leading the Customer Insights (Research) and Customer Analytics team. This leader will own our efforts in using data to inform our marketing and go-to-market strategies. 

Your output should integrate throughout the business to improve overall brand and category success and foster a consumer-obsessed culture. 

You must have experience understanding the intersection of business strategy, consumer insights and digital behavior in grounding big, purposeful ideas, and proven background building a team focused on delivering consumer insights.

How You’ll Do It:

Performance Marketing Analytics

• Work closely with Growth and Retention leadership to use all relevant data to drive test & learn agenda in order to improve performance of both conversion driving and awareness/consideration initiatives via our media channels.
• Partner with technical resources to guide implementation of key technologies that support data strategy.
• Knowledge of syndicated media research & systems (e.g. Nielsen).
• Experience with cross-channel media measurement and attribution.
• Strong storytelling skills, with the ability to translate data into clearly articulated strategies to accelerate how data and technology supports the maximization of our business outcomes.

Consumer Insights

• Employ a variety of qualitative and quantitative research methodologies to gather consumer insights. Oversee the design and execution of surveys, focus groups, and other research methods.
• Help shape the category story and go to market strategy for BRUNT through consumer learning and influential storytelling.
• Utilize first-party, third-party, and syndicated data to provide a holistic view of the customer. Drive to "so-what’s" by making actionable recommendations rooted in deep understanding of marketing, business and consumer.
• Leverage a customer survey platform for survey design, distribution, data collection, and analysis. Ensure the effective use of the platform to support research initiatives.
• Conduct regular trend analysis and reporting to identify emerging consumer behaviors and market trends. You’ll demonstrate a high degree of intellectual curiosity and creative insight, coupled with a drive for actionable, tangible results.
• Build a granular and comprehensive understanding of the total addressable market (TAM) for work boots and workwear, using third-party sources and research.
• Lead and develop cross-functional group focused on prioritizing, discovering, and disseminating customer learnings and recommendations for product and business strategy.
• Build framework for deep analysis of customer value drivers and collaborate on predictive model for acting on those drivers for segmentation
• Scope, prioritize, and provide foundation for marketing analytics needs, including projects around attribution, pLTV, and media mix effectiveness.
• Mentor and train associates (both direct reports and cross-functional partners)  in insights and research best practices, data sharing, and communication of complex data.

Customer Centricity

• Design, implement, and manage VoC program to capture and analyze customer feedback. Translate findings into actionable insights to improve customer satisfaction and loyalty.
• Develop comprehensive customer journey maps to understand the end-to-end customer experience. Identify pain points and opportunities for improvement.

Continuous Improvement 

• Stay current with industry trends and best practices in consumer insights and research. Continuously seek ways to improve research processes and methodologies.

What You Need to Succeed:

• 6+ years of experience (in shopper marketing, retail or CPG preferred)
• Influence at all levels of organization (above & below) 
• Possess a willingness to get into the details
• Ability to handle many work streams and priorities 
• Excellent verbal and written communication skills. Ability to present complex data and insights in a clear and actionable manner to senior management and other decision maker stakeholders.
• Proficiency in Qualtrics and/or other survey platforms. 
• Strong analytical skills with experience in data analysis tools and software.
• Experience with SQL/BigQuery and data visualization in Looker or other BI tools
• Ability to work effectively in a hybrid work environment and collaborate with remote-teams.
• Proven experience building, developing, and growing an organization’s customer insights function.
• Passionate about guiding and mentoring a team, you should have a minimum of 2 years of people management experience.