Consumer Insights Manager

USA - Consumer Insights Manager

Location: Boston, MA (Flex - 3 days in office)

We are looking for an innovative, dynamic and strategic leader to serve as the Consumer Insights Manager for the US. This role is essential in informing, measuring and validating our US marketing and business strategies. This individual will build a deep understanding of Primark’s existing customers and priority growth audiences and lead the development of a customer insights framework. As a core member of our Marketing and Communications team, the role will work closely with Financial Planning, Product, Retail, Commercial and Enterprise Leaders to shape the strategic business and brand goals for the US and reports into the US Marketing Lead.

• Build a deep understanding of Primark’s current and future customers and translate those insights into actions that drive business objectives.
• Establish a clear, compelling and data‑driven customer narrative that serves as the reference point for functional stakeholders and senior leaders.
• Provide ongoing intelligence on the retail landscape, consumer sentiment, shopping behavior, market trends, competitors, and brand performance.
• Translate customer insights into actionable recommendations for growth and differentiation to the Product, Marketing, Retail, and Customer Experience teams.
• Develop and maintain insight dashboards, trend reports, and competitive intelligence updates for business stakeholders.

• Leverage new and existing brand health and customer experience measurement programs to identify opportunities to drive brand and business objectives.
• Monitor brand awareness, consideration, affinity, and perception across customer segments and connect brand metrics to business performance, marketing effectiveness, and commercial outcomes.
• Lead consumer insight projects from end to end, aligning research activities with business priorities and strategic objectives.
• Translate business questions into research objectives and appropriate qualitative and quantitative methodologies and synthesize research findings into clear recommendations and compelling narratives that drive action.

• Leverage syndicated research sources, customer data, and industry intelligence to deepen understanding of US consumers.
• Evaluate new data sources, technologies, and research solutions that can strengthen Primark’s consumer intelligence capabilities.
• Develop business cases for new insight investments, linking recommendations to strategic and commercial outcomes.
• Build scalable processes for sharing insights and increasing organizational understanding of customers and market trends.

We offer competitive benefits and work–life balance, with an onboarding period in Primark’s other US trading areas to support your success.

• 8-10+ years of experience with a proven record of managing quantitative and qualitative insight studies for a fashion or consumer brand.
• Qualified in all main quantitative and qualitative research techniques with the knowledge of when/how to apply different methodologies.
• Experience in agency and budget management with the ability to build relationships, work in partnership with research agencies, troubleshoot efficiently, spend effectively, and communicate accountability.
• Skilled at storytelling and contextualizing results with the ability to interpret data, analyze research and articulate the implications of insights and trends.
• Highly organized with strong project management skills.
• Experience working as part of a wider global insights team is a strong plus.
• Demonstrated ability to assess and constructively challenge working methods to create improvements in processes.
• Proven ability to navigate multi‑stakeholder environments with strong interpersonal skills to work cross‑functionally and generate buy‑in from internal and external stakeholder groups.
• Ability to clearly articulate work both verbally and produce high‑quality, relevant and impactful insight deliverables including reports, presentations and facilitate meetings and…