Director,Consumer Insights & Brand Research Job Mansfield area,Massachusetts USA,Marketing / Advertising / PR

As the Director, Consumer Insights & Brand Research, you will partner with the GMEO and SVP to develop global consumer insights strategy and brand health tracking. In this role, you will build and oversee global brand research infrastructure; establish measurement standards for brand health, positioning, consumer sentiment, and market perception. You will synthesize insights from multiple sources (brand tracking, market research, category intelligence) into actionable strategic recommendations, and partner with the Data team on brand health analytics and measurement governance.

This role will support RMEOs with insights, research methodologies, and capability building, and ensure all brand and creative decisions are grounded in deep consumer understanding. This is a hybrid role; we work on site 4 days and remotely 1 day, weekly.

Brand Health Research & Measurement:

Design and oversee global brand health tracking program (awareness, consideration, desire, preference)
Partner with research vendors (IPSOS, Kantar, LPA, etc.) on study design, execution, and analysis
Establish brand health measurement standards and KPI definitions across all markets and brands
Own quarterly brand health data collection, analysis, and reporting
Identify growth opportunities and risk signals from brand health data
Provide brand health data inputs to Head of Data & Analytics for SSOT dashboard integration

Global Brand Positioning & Segmentation Research:

Execute global brand positioning audits and refresh programs under SVP direction
Lead brand segmentation and audience targeting research, including providing guidance for RMEOs to implement learnings in regional segmentation
Collaborate with RMEOs to translate segmentation into actionable frameworks for regional teams
Support brand repositioning initiatives

Market Research & Category Intelligence:

Develop and oversee global category driver research program
Identify consumer growth opportunities across travel and lifestyle categories
Conduct competitive landscape analysis and benchmarking
Monitor market trends and shifts in consumer behavior
Share category insights with brand strategy and regional teams quarterly

Voice of Consumer (VoC) Research Integration:

Develop global VoC research framework and standards for brand sentiment tracking
Interpret VoC findings and emerging patterns affecting brand positioning
Recommend messaging and positioning adjustments based on VoC findings

Research Partnership Management:

Lead global research vendor relationships and conduct annual performance reviews
Ensure quality, timeliness, and rigor across all research initiatives
Negotiate contracts and service level agreements

Regional Enablement & Capability Building:

Develop research playbooks and guidance documentation
Conduct quarterly business reviews with RMEO teams on insights and research
Build regional capability in research methodologies and insight interpretation
Share best practices and learnings across regions

Performance Metrics & Success Measures:

Year 1 Key Priorities

Launch global brand health tracking program
Conduct brand positioning audits across all portfolio brands
Establish brand health SSOT dashboard
Develop and communicate research playbooks to regions
Complete category driver research program

Key Performance Indicators

Brand health tracking scores across markets and segments
Time to brand health insights (< 4 weeks)
Regional adoption of research playbooks and standards
Regional team satisfaction with insights support

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