Sr. Director of Market Insights and Analytics

About the role

The Sr. Director of Market Insights & Analytics will build and lead a world-class insights practice within the client's Marketing organization. This role involves shaping how the client understands its consumers, measures its investments, and makes decisions that drive growth.

Responsibilities

• Design and stand up a high-impact Market Insights & Analytics practice from the ground up, including team structure, operating model, and resource allocation.
• Hire, mentor, and develop a team of insights, analytics, and research professionals across growth marketing, behavioral, and brand research disciplines.
• Serve as the internal champion for data-driven marketing, educating and influencing senior and executive leadership on where to invest time, budget, and focus for maximum commercial impact.
• Lead behavioral research to uncover the decision-making triggers and purchase drivers that bring consumers to our client's products, exploring the interplay of advertising exposure, word-of-mouth, in-store experience, habitual behavior, and household influences.
• Develop deep consumer journey frameworks that illuminate what motivates a first-time buyer, what converts a trial customer into a loyal one, and what builds brand advocacy over time.
• Synthesize insights from multiple research methods — qualitative, quantitative, ethnographic, and passive data — to build a 360-degree view of the consumer.
• Own brand health tracking, consumer segmentation, and competitive landscape research. Translate findings into clear strategic implications for the marketing team.
• Establish rigorous market research practices including primary and secondary research, panel studies, consumer surveys, and focus groups to continuously deepen understanding of our client's current and prospective customers.
• Partner with brand teams to inform positioning, messaging, and innovation pipelines with data-backed consumer perspectives.
• Build the measurement framework for growth marketing initiatives across paid, earned, owned, and retail channels ensuring teams have clear, actionable performance signals.
• Develop attribution and ROI frameworks that help marketing leadership understand where spend is working, and provide confident recommendations for reallocation.
• Own the strategy and execution for marketing mix modeling (MMM) or multi-touch attribution solutions, ensuring outputs are credible and operationalized into planning cycles.
• Act as a strategic advisor to Marketing, Sales, Finance, and Commercial teams helping them understand which analytical questions will have the greatest business impact and sequencing efforts accordingly.
• Establish a clear analytics roadmap and governance model so stakeholders understand what the insights team is prioritizing and why, building trust and managing demand effectively.
• Manage vendor relationships including research agencies, data providers, and analytics platform partners overseeing RFP processes, contract negotiations, and ongoing performance.

Requirements

• 10+ years of progressive experience in consumer insights, marketing analytics, or market research with demonstrated leadership of insights or analytics teams.
• A strong CPG background is preferred; experience supporting a major consumer food, beverage, or household brand is highly preferred.
• Expertise across quantitative and qualitative research methods, behavioral analytics, brand measurement, and growth marketing analytics.
• Demonstrated experience building insights practices from the ground up including team design, vendor selection, methodology development, and stakeholder education.
• Strong hands-on expertise with syndicated data (Nielsen, IRI/Circana, SPINS), measurement frameworks, forecasting models, and qual/quant methodologies.
• Strong command of consumer decision-making frameworks and the ability to structure research to illuminate upstream motivators (media, social influence, in-store triggers, household dynamics, etc.).
• Excellent executive communication skills — able to translate complex data into clear narratives and actionable recommendations for senior leaders.
• Experience managing or evaluating marketing mix modeling, attribution, or media effectiveness solutions.
• Knowledge of digital analytics tools (e.g., Adobe Analytics, Google Analytics), research platforms (e.g., Qualtrics, Dynata, Nielsen/Circana), and data visualization tools (e.g., Tableau, Power BI, Looker).
• Proven ability to influence without authority in a matrixed, cross-functional environment.