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VP Consumer Insights Apply to This Job


This is a Full-time position in Dallas, TX posted May 6, 2021.


Company is looking for a strong leader in the area of consumer research and insights gathering to help us better understand our customers in-depth and communicate that understanding to team members and partners.

The VP, Customer Insights will lead our market research efforts, and also define and refine experiences based on their vision and customer understanding.

These efforts will likely span deep research (discrete choice quantitative/ ethnographic type qual/data analysis), design thinking and innovation (think IDEO) and part creative planning (uncovering insights to lead to more effective marketing briefs).

This position is intended to enhance the decision science capability of the organization and the individual will need to have demonstrated a strong ability to represent the customer’s point of view to stakeholders including our executive leadership.

This position will report to our SVP of Brand and will oversee an in-house data analyst to help uncover customer behaviors and motivations, trends and truths about the brand and our role in consumers’ lives.

The ideal candidate will have keen expertise in engaging and working with executive leaders, collaborating with and motivating cross functional teams, and translating needs and goals between analytics, marketing, product and customer relations teams.

Conduct and oversee current and future research and insight development on customers and growth audiences via traditional and innovative qualitative and quantitative methods.  Develop and uncover category, business, brand, and product insights leveraging own efforts, consumer primary and secondary research and internal customer data analysis.  Collaborate with business and product development leaders to drive innovations and ongoing improvements that benefit end users and customers.

Proactively suggest beneficial areas of research, develops and executes the appropriate market research methodologies, manages fieldwork, research vendors, completes analysis and presents results and recommendations Develop a deep understanding of the customer journey and the brand’s role in our customers’ lives.

Quantify the drivers of quality customer experiences and link them to the organization’s overall metrics.

Report out, guide and advise all business leaders on how to areas for improvement and how to better serve customers along the journey.

Advise on and engage with media and creative teams to help create and ensure strong connections among messaging, inspirational and lead-driving communications tactics, and brand, intent, and social media channels/tactics.

Identify and establish KPI’s related to brand equity, awareness, consideration, intent, perceptions and their contribution to business goals.  Oversee and guide in-house data analyst to uncover customer behaviors, trends and truths.

Other duties as assigned.

Minimum bachelor’s degree, MBA or MS in statistics, marketing research, social sciences or related field a plus Ideally, has had experience in leading a consumer insights/account planning function at ad agency or consulting firm, or major consumer brand Prefer analytical skills in using SAS, SPSS, SQL or similar tools.

Familiarity with JD Power’s mTab tool a plus.

Knowledge of statistical survey analysis and sampling Demonstrates knowledge in a wide variety of research methodologies and the ability to mine customer insights and present potential approaches to solving business problems.

10+ years of relevant market research experience across qualitative and quantitative methodologies
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