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Director of Consumer Insights

Opportunity: Director of Consumer Insights 

Location: Charlotte, NC

Role purpose:
The Director of Consumer Insights will be responsible for consumer and marketing understanding and the integration of consumer information and insights across the Consumer Decision Journey.  He/ she insures the “voice of the consumer” in business decision making and acts as a strategic partner and consumer insight consultant in support of strategy, marketing plan and product innovation development

Key accountabilities:
Essential Functions
  • Set the tone for consumer insights learning, empowerment for decision making and delivering deep consumer insights in simple story like fashion for actionable execution across and within functions that support a consistent brand narrative that engages our target consumers
  • Lead efforts to gather and synthesize our extensive, disparate sources of consumer, transactional, social media, and market data into a more integrated, holistic view of the customer. Identify key business insights and emerging trends
  • Complete consumer research initiatives including brand tracking, customer satisfaction surveys, and numerous "ad hoc" research initiatives covering product, brand, and store/online shopping experience.
  • Advance data-based decision making by leveraging extensive retail customer/transactional data, combined with quantitative and qualitative research data, to develop consumer insights that will inform and drive product, retail and brand messaging and strategy
  • Gather and synthesize internal and external data to identify key customer/market insights, identify/predict trends and present feedback to marketing leadership and company executives to inform Coats Crafts NA Brands overall portfolio strategy and plans
  • Use data to drive consumer discovery, engagement, delight, and retention.
  • Help the team turn "insights into actions" by identifying and prioritizing initiatives most important to delighting our customers and driving business/profitability growth
  • Deliver research expertise, succinctly interpreting and synthesizing multi-source data to insights that lead to actionable strategies and plans for the brands and got to market strategies. Innovate richer research capabilities 
    • Primary: use deep knowledge of qualitative and quantitative research methodologies to understand and predict consumer behaviour, purchase motivation and identify category, channel, product and marketing opportunities 
    • Secondary: address business issues and provide macro learning and thought leadership.
  • Partner cross-functionally to develop test agenda across all areas. Lead steering committee to coordinate tests, communicate results, and align on actions/changes based on results.
  • Develop a more rigorous testing methodology and measurement capability
  • Track and analyse global consumer trends for both digital and physical products.
  • Support, facilitate and empower teams through consultation, education and access to insights 
Non-Essential Functions
  • Timely and regular attendance is an expectation of performance for all Coats employees.
Physical Demands
  • Lift at least 20 pounds
  • Bend, stand, reach, and sit for periods of time
  • Ability to make decisions with limited information
Education, Qualifications and Experience:
  • Bachelor’s degree in Ecommerce or Business Administration. Minimum fifteen (15) years experience in marketing, trade marketing, product management, sales or related field
  • Previous success at translating data into action across functions that drive results
  • Broad thinking and strong thought leadership to deliver broader business contexts 
  • Very strong Business Acumen to fully understand business issues to tackle and provide meaningful, impactful recommendations
  • Ability to analyse and synthesize large amounts of data to problem solve across the organisation
  • Expertise in multi-channel consumer marketing
  • Worked in a sophisticated CPG environment and then an entrepreneurial business
  • Thorough knowledge and command of research methodologies, techniques and processes, preferably in a retail organization
  • P&L responsibility
  • Ability to prioritize across multiple competing demands and manage to tight budgets and deadlines
  • Disciplined marketing processes
  • Worked with an indirect sales organization/comfortable with customers
  • Excellent oral and written presentation skills with the ability to convert key takeaways in a clear and visual manner
  • Advanced MS Office skills.
  • Ability to plan, develop, and follow-through on various tasks.
  • Excellent communication and interpersonal skills.
  • Ability to maintain confidential business and personnel information
  • Action focused
  • Experience in the Crafts industry
  • Demonstrated impact to profitable sales growth
  • Clear understanding of consumer triggers for purchase decisions
  • Participation in the industry as a super user
  • Significant member of industry associations
  • Recognised expert in CPG behavioural traits