Director Consumer Insights - Coffee

Job Overview:

Director Consumer Insights - Coffee [North America]

At Keurig Dr Pepper (KDP) the consumer is at theheartof everything we do. Join the team at KDP and make a difference to consumers with one of America’s leading producers and distributors of hot and cold beverages helping to satisfy every consumer’s beverage need, anytime and anywhere.

This role is specific to the current Coffee Operating Unit of KDP.Following the recent, successful acquisition of JDE Peet’s in April
2026, the Coffee Operating Unit will become its own independent publicly traded company.

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This individual will report into the Senior Director, Insights. This role is based at the Burlington, MA office location working in a Hybrid capacity( 3 days from the office and 2 days remote)

We are seeking Director of Consumer Insights to lead the consumer insights agenda for the coffee portfolio across US and Canada. This leader will bring the voice of the consumer to marketing and brand decision-making. The ideal candidate will uncover meaningful consumer needs, motivations, behaviors, attitudes, and cultural trends and translate those insights into compelling strategies that strengthen the brand, shape communications, inspire innovation and deepen consumer connection.

The ideal candidate is consumer and marketing-oriented, with a deep passion for understanding why people think, feel, and behave the way they do. They combine strong research expertise with strategic judgment and have the ability to turn complex information into simple, compelling stories that inspire teams and influence business decisions.

• Develop and lead the coffee insights strategy and annual learning agenda for both US and Canada markets
• Build a deep, evolving understanding of the consumer, including their needs, motivations, behaviors, attitudes, lifestyles, and consumption occasions.
• Identify consumer tensions, unmet needs, and opportunities to strengthen emotional and functional connections with the brands
• Bring together qualitative and quantitative research, behavioral data, social listening, cultural trends, and other sources to create a holistic understanding of the consumer
• Identify and champion the application of AI, emerging technologies, and innovative research approaches.
• Identify opportunities to use agentic AI, synthetic data to augment traditional research processes and unlock forward looking intelligence framework
• Apply strong statistical and analytical thinking to evaluate research design, sampling to ensure insights are grounded in sound research methodology
• Establish a strong culture of curiosity and consumer empathy across the organization

• Serve as a strategic thought partner to the coffee marketing team and the broader marketing leadership team.
• Translate consumer attitudes and behaviors into clear, compelling brand and marketing recommendations and support the annual brand planning process
• Lead consumer learning agenda around brand equity tracking. Establish frameworks and KPIs to measure brand health and marketing effectiveness
• Partner with creative, media and communications teams to uncover powerful consumer and cultural insights that can inspire breakthrough work.
• Lead research supporting campaign development, creative evaluation, campaign effectiveness, and support the overall brand and communications strategy
• Partner with Marketing analytics to define target audiences based on consumer insights, segmentation and occasion research

• Serve as a strategic insights partner to Innovation, R&D and sensory teams
• Identify unmet consumer needs, whitespace opportunities, emerging trends and new…