Director of Consumer Insights job Chicago Illinois
Director of Consumer Insights job Chicago Illinois
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Director of Consumer Insights Job

Employer Name: SpiderID: 5880178
Location: Chicago, Illinois Date Posted: 1/12/2017
Wage: Negotiable Category: Wholesale
Job Code: 1713BR

Job Description:

POSITION SUMMARY: The Director of Consumer Insights is responsible for delivering fact-based consumer and customer insights that facilitate timely and accurate strategic and tactical decision-making across all critical parts of the organization. This role serves as a trusted strategic business partner to the brands' leadership and broader cross-functional teams, and is viewed as the 'Voice of the Consumer' within the organization. By demonstrating the strategic and financial significance of building a portfolio of brands whose positioning, Marketing and Product plans are anchored in consumer understanding, the Director of Consumer Insights will continue to create a 'consumer brand' culture within Valspar. This role will drive business results by influencing brand strategy, brand and product portfolio management, integrated marketing planning and new product development through a constant focus on the consumer and marketplace. Accountabilities include Insights leadership, translating insights into action, recruiting/developing/managing agency partners/resources, enhancing customer insight capabilities and best practices, supporting key strategic initiatives and optimizing advertising messages and mix.


  • Works closely with Product Marketing, Brand Marketing, Channel Marketing, Sales, VP of Marketing and business leadership to understand unmet needs in the market. Provides recommendations on important industry trends and competitive activities which could impact the brands' business and Marketing decisions.

  • Collaborates with the key Product Marketing and Brand Marketing leaders to seek market positions that include a clear competitive frame-of-reference, and plans that are anchored in Insights. Work closely with marketing leadership for each category and brand to develop actionable plans for strengthening brand equity and identifying growth opportunities. Leverage Macro Trends, Consumer Segmentation, Need States, monitoring changes in Consumer Behavior/Attitudes, Competitive Benchmarking, In-Market Testing, Price/Promotion/Assortment Optimization Analyses, and other key Research tools as required. Recommends detailed courses of action, as necessary.

  • Based on business priorities, develops, gains alignment to, and effectively manages the annual budget needs for Research and Insights, ensuring appropriate funds are allocated against priority initiatives. Manages a variety of third-party market research vendor relationships.

  • Works with a variety of functional and cross-functional teams to continue developing Valspar's Insights toolkit, identifying 'Best Practice' approaches for all critical methodologies. Advises the Valspar, Cabot, Divine, etc. brands on best practices for integrating the 'voice of the consumer' into organizational decision making.

  • Supports development and execution of strategic initiatives, working closely with Product Marketing and Brand Marketing. Leads Insights work required for success of initiatives, including product/brand positioning, product enhancements/re-launches, expansion into new categories and channels, marketing messages, packaging, etc.

  • Works with Brand Marketing and agencies to identify opportunities for improving the effectiveness and efficiency of the spend across each brand (leveraging Brand Equity Tracking tools), including both offline and Digital Marketing (Web Sites, Digital Marketing, Social Media). Helps ensure strategies and plans accurately reflect all in-market learning, and that Marketing messages are optimized to deliver maximum ROI.

  • Develops monthly business reviews, to share with broader organization, by assessing and analyzing current business performance at selected retailers by reviewing and dissecting relevant POS data, combined with associated marketing investment.

  • Leads ongoing assessment of spending and modeling impact on revenue, (e.g. MMA type studies, etc.) to assist Marketing Department in determining true ROI on invested dollars.

  • Collects and catalogs library of research studies for use across the organization.



Bachelor's degree required. Master's degree preferred.

A minimum of 7 years of experience in a consumer insights/market research or similar consulting role, to include the following:

  • Consumer Packaged Goods - Consumer Research & Insights experience from a leading CPG company, or a fast-paced, highly-innovative consumer business, supporting both new business/brand development work as well as brands and businesses. Specific experience in Brand Health, Advertising testing (qualitative/quantitative), and Concept/New Product evaluations; Marketing Mix Analysis, Consumer Trends, Innovation, Pricing and Retail Optimization.

  • Emotional Brands - Insights experience outside of traditional CPG, in categories whose brands have both an important functional benefit but also have an emotional dimension that is critical to their equity (Home Décor/ Paint, Home Center, Retail, Cosmetics, Fashion-related categories, etc. would be strongly preferred).

  • Supplier/Vendor Experience - Account experience in a Research/Insights/Analytics role for a major custom research firm (e.g., NPD, Millward Brown, Burke, TNS, etc.); or in an Research/Insights/Analytics role for a major syndicated data company (Nielsen, Yankee Group, IPSOS, IRI, etc.); or in an Analytics role for a specialty boutique delivering Marketing Mix Modeling, Pricing, Pattern Recognition Modeling, Segmentation, and other complex Analytics solutions.

  • Qualitative and Quantitative Balance - Expertise in a wide range of qualitative and quantitative methods and the ability to apply them appropriately to business needs. Familiarity and application of advanced analytic research techniques and tools. Demonstrated experience in data analytics and synthesis across market, competitive, consumer, and shopper insights. Experience with both primary and secondary research, including analysis and insight development.

  • Functional Leadership - Experience building function of skills and institutional capability. Track record of success in providing analysis, strategic direction, and specific business recommendations to senior management, on critical decisions. Proven success "training" and "influencing" cross-functional/internal clients.

  • Vendor and Budget Management - Ability to effectively manage a complex Research program and budget, using a combination of effective vendor management and negotiation skills, including RFP and selection process, bidding out all projects, etc.


  • Consulting - Ability to develop strong working relationships with key business leaders, cross-functional teams within Consumer NA and external customers; must be customer focused with a service mentality.

  • Collaborative - Ability to influence and build advocacy for consumer insights within the organization.

  • Leadership - Ability to identify strategic needs, resource key projects, and lead management based on market findings; demonstrates managerial courage.

  • Analytics - Ability to work with large amounts of data (qualitative and quantitative), sort‑through to determine what's important, and interpret accurately.

  • Strategic Planning - All aspects of planning, including internal alignment from the top‑down, and external alignment with vendor partners; strong business acumen.

  • Creativity - Ability to connect the dots, where others cannot, and create sustainable and impactful ideas and opportunities. Ability to solve old and new problems in new ways

  • Communications - Clear, concise, compelling, honest, and two-way; able to strongly influence decision-makers based on a commitment to the "consumer voice."

  • Executional Excellence - Proven history of translating strategies, concepts and complex ideas into practical projects that are executed precisely, on-time, and on-budget.


Professional office environment. Travel up to 20% within North America.


Positions in this class typically require: typing, talking, hearing, seeing and repetitive motions.

Sedentary Work: Exerting up to 10 pounds of force occasionally and/or a negligible amount of force frequently or constantly to lift, carry, push, pull or otherwise move objects, including the human body. Sedentary work involves sitting most of the time.

Job Criteria:
Start Date:
Position Type: Full-Time Permanent
Years of Experience Required:
Education Required:
Overnight Travel:
Vacation Time:

Contact Information:
Contact Name: Valspar Company Type:
Company: Valspar

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