Consumer Insights Manager

USA - Consumer Insights Manager

Location:

Boston, MA (Flex - 3 days in office)

Position Summary:

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, this role will work closely with Financial Planning, Product, Retail, Commercial and Enterprise Leaders to shape the strategic business and brand goals for the US. This marketing role reports into the US Marketing Lead and will also collaborate very closely with the Global Consumer Insights team.

This is an exciting opportunity for a data-obsessed, marketing savvy, results-driven professional to craft our customer narrative and shape our strategies for US growth.

• 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 U.S. 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’re committed to your success and will provide you with an onboarding period in Primark’s other U.S. trading areas. Here, you’ll be empowered to succeed. As we rapidly expand across the globe, we’ll give you the tools that you need to excel. We’ll also offer you competitive benefits and work life balance – we know your life outside of the store is important.

• 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.
• Agency and budget management with ability to build relationships, work in partnership with research agencies, trouble-shoot effectively, spend efficiently, 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…