Sr. Director, Insights & Strategy

Marketing Strategy

• Develop customer segmentation and audience profiles across end users, distributors, retailers, and channel partners.


• Define brand positioning, messaging, and growth priorities using customer and market insights.


• Evaluate messaging, pricing, channel effectiveness, and brand health to support business decisions.

Product Strategy

• Identify customer needs and market opportunities through research and VOC insights.


• Assess and validate new product concepts through testing and field trials.


• Support innovation priorities based on customer and channel needs.

Research Management

• Lead a 12–18 month research roadmap aligned with business priorities.


• Manage research intake, prioritization, budget, and quality standards.


• Maintain and socialize a centralized knowledge library of research findings.

Expert Advisor Panel Management

• Build and manage a panel of industry professionals and end users.


• Oversee product testing, concept evaluation, and customer feedback programs.


• Track panel effectiveness and ensure representative participation.

Market & Competitive Intelligence

• Monitor market trends, competitive activity, and channel dynamics.


• Provide insights on future demand and portfolio opportunities.


• Translate market intelligence into actionable business recommendations.

Product Development Support

• Support stage-gate product development with consumer and customer insights.


• Lead concept testing, market validation, and post-launch performance analysis.


• Establish evidence-based criteria for advancement through development stages.

Team Leadership

• Lead and develop internal and external research resources.


• Establish standards for insights generation, reporting, and knowledge sharing.


• Enable self-service access to research tools and insights across the organization.

Budget & Vendor Management

• Manage research and intelligence budgets.


• Oversee agency and vendor relationships, contracts, and performance.


• Optimize the use of internal, external, panel, and AI-enabled research resources.