Director, Market & Consumer Insights

Director, Market & Consumer Insights

Bellevue, Washington, United States

The Pokémon Company International manages the Pokémon property outside of Asia and is responsible for brand management, licensing and marketing, the Pokémon Trading Card Game, the animated TV series, home entertainment, and the official Pokémon website. Pokémon was launched in Japan in 1996 and today is one of the most popular children's entertainment properties in the world.

Job Title:

Director, Market & Consumer Insights

Job Summary:

The Director of Market & Consumer Insights leverages deep expertise in consumer behavior, market research, and analytics to uncover actionable insights that inform business strategy and drive fan growth globally. Through a thorough understanding of customer needs, fan passions, communities, and cultural and market differences, this role influences brand, product, customer experience, and go-to-market decisions across The Pokémon Company International. By leading customer and children research programs, this leader brings the voice of both current and future Pokémon fans into strategic decision-making, helping the organization understand how audiences discover, engage with, and experience the Pokémon brand.

Partnering closely with leaders across the business, the Director translates insights into opportunities that enable TPCi to create the right products and experiences, strengthen fan connections, and inspire generations of Pokémon Trainers around the world.

What You'll Do

Consumer & Children Insights Leadership

• Develop a deep understanding of customer segments, fan passions, physical & digital communities, cultural trends, and evolving consumer behaviors to inform business decisions.
• Lead customer and children research initiatives to uncover needs, motivations, behaviors, and pain points through qualitative and quantitative methodologies.
• Represent the voice of current and future Pokémon fans in strategic discussions, ensuring customer perspectives are embedded across the organization.

Market Intelligence & Strategic Insights

• Monitor and analyze global market dynamics, consumer trends, competitor activity, and emerging industry developments to identify opportunities, risks, and forward-looking business recommendations.
• Translate complex customer and market data into actionable insights that drive strategic decision-making.
• Integrate insights from market research, behavioral analytics, customer feedback, digital analytics, sales performance, and market intelligence to deliver holistic business recommendations.
• Leverage data and analytics to identify trends, uncover root causes, and generate insights that support long-term business growth.

Product, Experience & Go-to-Market Strategy

• Partner closely with Product, Sales, Marketing, Engineering, and Customer Experience teams to influence brand strategy, product roadmaps, innovation, and go-to-market plans.
• Apply consumer, fan, and children insights to improve product usability, engagement, navigation, and overall experience design across a broad range of physical and digital touchpoints including video games, trading card game, media, merchandise, events, and much more.
• Identify what is working, what is not, and where opportunities exist to add or enhance customer and fan experiences.
• Help shape products, content, and experiences that resonate with Pokémon fans of all ages and life stages.

Analytics, Reporting & Storytelling

• Develop and scale analytics, dashboards, reporting frameworks, and measurement approaches leveraging advanced & emerging technologies that enable stakeholders to monitor performance and make informed decisions.
• Build compelling narratives and executive-level presentations that clearly communicate insights, recommendations, and business impact.
• Communicate findings and strategic recommendations to senior leaders, influencing decisions through data-driven storytelling and customer-centered insights.

Team Leadership & Research Operations

• Lead, coach, and develop a high-performing team of insights professionals, fostering a culture of curiosity, analytical rigor, innovation, and customer-centric thinking.
• Establish and manage relationships with…