Director, Consumer & Market Insights

About the Role

The Director, Consumer & Market Insights will build and lead the enterprise capability that turns consumer, market, competitive, category, and economic intelligence into growth decisions for Gorilla and O’Keeffe’s. The role is accountable for establishing an integrated outside‑in view of where to play, how to win, and how consumer needs and jobs‑to‑be‑done should shape brand strategy, R&D, innovation, portfolio choices, commercial activation, and long‑range planning. This individual must be sufficiently hands‑on to frame questions, challenge methods, interrogate evidence, and personally lead high‑priority strategic work, while also acting as a cross‑functional partner who helps teams make better decisions by grounding them in consumer truth, market context, and commercially relevant insights.

Responsibilities

• Drive Consumer Education: Help drive a ‘Consumer First’ mindset across the organization and lead activities to educate and elevate the commercial teams in how they anchor their work in consumer‑led innovation and go‑to‑market strategies.
• Outside‑In Market Understanding & Research: Build and maintain a complete view of the market through consumer trends, competitive activity, retailer dynamics, category movement, and macro and microeconomic signals interpreted through a Gorilla Glue and O’Keeffe’s lens.
• Brand Health & Sentiment Tracking: Establish and maintain upstream brand health metrics like NPS, OAR, and Sentiment measurement to monitor brand equity, awareness, and relevance over time.
• Consumer Research Leadership: Lead and conduct primary research including consumer surveys, panels, IHUTs, qualitative interviews, concept testing, claims exploration, purchase journey work, and other research methods needed to answer priority business questions.
• AI as a Research Partner: Build organizational capabilities and methods for using AI to enhance and optimize how external and internal research is performed. Help lead teams in using AI as a tool to drive further consumer and market understanding.
• Competitive and Category Intelligence: Monitor competitor launches, claims, pricing, packaging, merchandising, innovation activity, and category shifts to identify threats, opportunities, and white space for Gorilla Glue and O’Keeffe’s.
• Strategic Insight Translation: Synthesize multiple sources of information into clear implications, recommendations, and decision‑ready stories that inform enterprise strategy, brand planning, portfolio choices, and long‑range growth work.
• Growth Opportunity Identification & Market Prioritization: Lead market sizing, whitespace assessments, category attractiveness evaluations, and growth opportunity analyses to inform where Gorilla and O'Keeffe's should invest, compete