Senior Director of Consumer

2 weeks ago

Carlsbad California, United States Vuori, Inc Full time
Job Description

The Consumer & Marketplace Insights lead is responsible for building a strong insights foundation for Vuori by leveraging strategic insights, customer analytics, and market intel to understand customer behavior trends, product relationships, competitive positioning, and marketing opportunities that maximize global performance, deliver an exceptional customer experience and secure long-term health of the brand.   

Responsibilities include but are not limited to:  

Lead the development of consumer and marketplace insights to uncover business opportunities and offer actionable recommendations to senior executives on an ongoing basis. 

Act as a vocal and unbiased advocate for consumers across the organization and within the go-to-market process, fostering a deep organizational understanding of consumer preferences and behavior. Collaborate cross-functionally to identify and address key consumer and marketplace challenges, developing insights plans and ensuring their successful execution. 

Drive the enhancement of omni-channel functional capabilities and consumer-centric decision-making within the organization.   

Establish, build & manage key foundational tools including brand equity tracking, marketing mix analysis and shopper journey insights that will set up the company for long-term success.  

Implement consumer segmentation strategy to guide brand marketing, product development, and omnichannel activities aimed at cultivating and retaining the Vuori fan base. Partner with CMO to ensure insights action plans are clear & implemented across the functions.  

Activate the Media Modeling Mix to drive ongoing recommendations for investment optimization, with goal of ROI improvement across all channels YOY 

Drive consumer-obsessed culture by helping organization embed Brand Equity work into GTM process including KPI setting and evaluation 

Inform creative development through concept & copy testing for high profile/high investment programs to increase KPI success rate, as appropriate 

Assess international marketing opportunities, leveraging insights into localized consumer behavior to inform marketing strategies for each country. 

Lead development of automated dashboards to effectively monitor and quantify changes in customer behavior and spending patterns. Additionally, work towards creating a comprehensive view of customers across all touchpoints, partnering with channel leads to ensure alignment & efficiency  

Utilize a range of internal and external data sources along with various research tools to inform prioritized business decisions across channels & key functions   

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