Director, Insights

About the role

Frida is seeking a Director, Insights to join our Brand Management team based in Miami, FL. Reporting to the SVP, Brand Management, this newly created role will establish and lead Frida's Insights function.

Responsibilities

• Build and establish Frida's Insights function, defining the vision, research capabilities, processes, and tools needed to support a growing organization.
• Develop and execute the company's consumer and brand insights strategy to inform brand growth, innovation, commercialization, and portfolio decisions.
• Serve as the strategic insights partner to Brand Management, Innovation, Product Development, and Commercial teams, ensuring consumer understanding is embedded throughout decision making.
• Design and lead qualitative and quantitative research initiatives, including concept testing, product testing, claims testing, message testing, and other learning plans that support product development and commercialization.
• Develop a comprehensive consumer learning agenda that identifies key business questions and prioritizes research investments across the organization.
• Lead Frida's brand health measurement strategy, including ongoing tracking of brand equity, awareness, consideration, conversion, and other key performance metrics to evaluate brand performance and inform strategic decision making.
• Leverage syndicated data sources, including Nielsen, Circana, consumer panel data, and other market intelligence, to identify category trends, competitive dynamics, and growth opportunities.
• Analyze consumer, shopper, market, and competitive insights to uncover actionable opportunities that influence business strategy and product innovation.
• Translate complex data into compelling narratives and executive-ready recommendations that drive alignment and informed decision making.
• Partner with cross-functional teams to identify unmet consumer needs, whitespace opportunities, and emerging trends that shape Frida's long-term innovation pipeline.
• Develop measurement frameworks to evaluate innovation performance, marketing effectiveness, and media effectiveness, including Marketing Mix Modeling (MMM), attribution, incrementality testing, and other advanced measurement approaches to optimize investment decisions.
• Manage external research agencies and vendor partners, ensuring high-quality execution, efficient resource allocation, and actionable deliverables.
• Champion a consumer-first mindset across the organization by embedding insights into planning, prioritization, and business decision making.
• Continuously evaluate and implement emerging research methodologies and technologies, including AI-enabled insights platforms, online research communities, social listening, behavioral analytics, and other digital research capabilities that improve the speed, quality, and impact of consumer learning.
• Identify and implement innovative research capabilities, including digital, behavioral, AI-driven, and agile research approaches to evolve organizational insights capabilities.
• Proven ability to synthesize multiple data sources into strategic recommendations that influence senior leadership and cross-functional partners.
• Strong analytical, storytelling, presentation, and executive communication skills.
• Experience managing external research agencies and vendor relationships.
• Demonstrated ability to influence without direct authority and successfully lead through collaboration in a matrixed organization.
• Excellent written and verbal communication skills.
• Strong organizational and multitasking skills with high attention to detail.
• A self-starter with the ability to complete tasks both independently and collaboratively as part of a team.

What You Will Need

• Bachelor's degree in Marketing, Business, Consumer Psychology, Market Research, or a related field; MBA preferred.
• 10+ years of progressive experience in Consumer Insights, Brand Insights, Market Research, or Strategy within a CPG organization.
• Demonstrated experience building or significantly evolving an insights capability, function, or research program.
• Deep expertise in qualitative and quantitative consumer research methodologies and translating findings into actionable business recommendations.
• Strong experience supporting innovation through concept testing, product testing, claims testing, and commercialization learning plans.
• Experience leading brand health tracking programs, including measurement of brand awareness, consideration, conversion, brand equity, and other key brand performance metrics.
• Hands-on experience with syndicated data platforms, including Nielsen and/or Circana; familiarity with consumer panel data and retail analytics required.
• Experience evaluating marketing and media effectiveness using Marketing Mix Modeling (MMM), attribution, incrementality testing, or similar advanced measurement methodologies.
• Strong knowledge of modern online research methodologies and AI-powered insights platforms, with experience leveraging emerging technologies to enhance consumer learning, research efficiency, and business decision making.
• Experience identifying and implementing innovative research capabilities, including digital, behavioral, AI-driven, and agile research approaches to evolve organizational insights capabilities.
• Exceptional analytical, storytelling, presentation, and executive communication skills.
• Experience managing external research agencies and vendor relationships.
• Demonstrated ability to influence without direct authority and successfully lead through collaboration in a matrixed organization.
• Excellent written and verbal communication skills.
• Strong organizational and multitasking skills with high attention to detail.
• A self-starter with the ability to complete tasks both independently and collaboratively as part of a team.