Sr. Director, Consumer Intelligence & Strategy​

The role is based at OLLY, one of the fast-growing companies within the VMS Co-Op (Vitamins, Minerals and Supplements), alongside SmartyPants and future acquisitions.

About the role

As Senior Director, Consumer Intelligence & Strategy, you will lead OLLY/SmartyPants’ Consumer Intelligence & Strategy function, setting the consumer and growth-intelligence agenda and ensuring consumer understanding directly shapes growth choices, innovation priorities, and commercial decisions. This role sits at the center, partnering across Brand, Innovation, Sales, eCommerce, Finance, and Marketing to ensure key decisions are rooted in consumer understanding and actionable intelligence.

You will lead a team responsible for consumer insights, analytics, foresight, AI-enabled intelligence capabilities, and performance measurement while connecting growth analytics, commercial intelligence, and enterprise decision support into an integrated view of where the business should focus. This leader will connect consumer understanding, growth analytics, commercial and retail intelligence, foresight, and AI-enabled systems into an enterprise capability that helps OLLY/SmartyPants make smarter growth decisions, prioritize investments, and stay ahead of emerging consumer and market shifts.

More than a traditional insights leader, you are a strategic business partner who translates consumer, shopper, cultural, commercial, and business intelligence into growth strategies, innovation priorities, investment decisions, and enterprise learning.

Responsibilities

• Define and lead OLLY/SmartyPants’ consumer-intelligence strategy and multi-year enterprise-intelligence agenda.
• Serve as the voice and champion of the consumer across the organizations, ensuring decisions are grounded in consumer understanding and market reality.
• Translate consumer, shopper, cultural, commercial, and business intelligence into actionable recommendations that shape brand strategy, innovation priorities, campaign development, investment decisions, and growth outcomes.
• Partner closely with leadership teams to identify strategic opportunities, risks, and future growth platforms, influencing organizational strategies and long-term growth priorities.
• Guide the development of brand, innovation, and commercial strategies through deep consumer understanding and foresight.
• Identify emerging consumer needs, cultural shifts, category trends, and whitespace opportunities that can fuel future growth.
• Lead strategic synthesis across consumer research, analytics, trend intelligence, and business performance to shape long-term priorities.
• Support innovation-pipeline development by identifying unmet needs, opportunity territories, and the consumer problems most worth solving.
• Ensure robust measurement frameworks are in place across marketing, innovation, retail, and commercial initiatives.
• Guide analytics-driven decision making across brand, shopper, eCommerce, and commercial performance.
• Oversee learning agendas related to marketing effectiveness, consumer behavior, growth drivers, and business performance.
• Partner with Sales, Category Management, Revenue Growth Management, eCommerce, and Finance to translate consumer behavior, category dynamics, and commercial performance into growth plans that carry through to retail execution.
• Lead the transformation of OLLY/SmartyPants into an AI-first intelligence organization, redefining how consumer, shopper, cultural, and commercial signals are generated, synthesized, shared, and activated.
• Build and scale AI-enabled capabilities that help the business identify emerging opportunities, anticipate market shifts, and make faster, smarter growth decisions.
• Reimagine traditional insights, analytics, and research approaches through AI-enabled research, predictive intelligence, signal detection, automated synthesis, and scalable knowledge systems.
• Establish the tools, systems, and ways of working that increase learning velocity, reduce duplication, and make intelligence easier to access and apply across the business.
• Continuously pilot emerging technologies and methodologies that create competitive advantage and future-proof how OLLY/SmartyPants understands consumers and markets.
• Lead and develop a high-performing team across consumer insights, analytics, foresight, and intelligence capabilities.
• Foster a culture of curiosity, strategic thinking, experimentation, and continuous learning.
• Establish clear priorities, coach talent, and build capabilities that elevate the impact of the function.
• Create strong alignment and collaboration across OLLY and SmartyPants insights resources, ensuring the function operates with clear priorities and consistent enterprise impact.

Requirements

• 15+ years of progressive experience across consumer insights, strategy, analytics, innovation, consulting, marketing, or related disciplines.
• Strong business acumen, senior stakeholder partnership, and ability to build alignment and drive action.
• Ability to translate consumer understanding into strategic priorities and business outcomes.
• Proven ability to define and lead a consumer-intelligence strategy and multi-year enterprise-intelligence agenda.
• Deep expertise in consumer insights, shopper behavior, market dynamics, and growth strategy.
• Ability to connect consumer trends, category opportunities, and commercial realities to identify future growth opportunities.
• Demonstrated success turning insights into actionable recommendations that shape brand, innovation, and business strategy.
• Strong analytical capabilities across multiple data sources, measurement frameworks, and business-performance diagnostics.
• Ability to synthesize consumer, cultural, technological, and business signals into actionable foresight.
• AI-first mindset: proven track record leading the transformation of an insights or analytics function into an AI-enabled intelligence organization, redefining how consumer, shopper, cultural, and commercial signals are generated, synthesized, and activated to increase learning velocity and speed enterprise decisions.
• Appetite to continuously pilot emerging technologies and challenge traditional research methods to create competitive advantage.
• Proven ability to lead high-performing teams and influence enterprise-level decisions.
• Exceptional communicator and storyteller capable of simplifying complexity for senior audiences.
• Highly collaborative and influential across diverse stakeholders.
• Strategic, curious, growth-oriented, and outcomes-oriented.
• Comfortable operating in ambiguity while bringing clarity and focus to decisions.
• Able to proactively surface opportunities, risks, and recommendations that help leaders make better decisions faster.

Benefits

• 100% employer-paid premiums for employee-only medical, dental + orthodontics, and vision insurance.
• 4 weeks PTO + paid holidays + 12 Mental Health Days per year.
• 100% paid parental leave.
• Fertility + Adoption Benefits.
• Annual bonus.
• 401(k) plan with employer match.
• Hybrid work + wellness + cell phone stipends.
• Free product.

Schedule

Full-time, exempt (salary).

Pay

Remote, USA with 4× travel per year to company offsites.