Director of Consumer Insights

Role Purpose
The Director of Consumer Insights will be responsible for consumer and marketing understanding and the integration of consumer information and insights across the Consumer Decision Journey. He/ she insures the “voice of the consumer” in business decision making and acts as a strategic partner and consumer insight consultant in support of strategy, marketing plan and product innovation development

Principal Accountabilities and Key Activities

Essential Functions

  • Set the tone for consumer insights learning, empowerment for decision making and delivering deep consumer insights in simple story like fashion for actionable execution across and within functions that support a consistent brand narrative that engages our target consumers
  • Lead efforts to gather and synthesize our extensive, disparate sources of consumer, transactional, social media, and market data into a more integrated, holistic view of the customer. Identify key business insights and emerging trends
  • Complete consumer research initiatives including brand tracking, customer satisfaction surveys, and numerous "ad hoc" research initiatives covering product, brand, and store/online shopping experience.
  • Advance data-based decision making by leveraging extensive retail customer/transactional data, combined with quantitative and qualitative research data, to develop consumer insights that will inform and drive product, retail and brand messaging and strategy
  • Gather and synthesize internal and external data to identify key customer/market insights, identify/predict trends and present feedback to marketing leadership and company executives to inform Coats Crafts NA Brands overall portfolio strategy and plans
  • Use data to drive consumer discovery, engagement, delight, and retention.
  • Help the team turn "insights into actions" by identifying and prioritizing initiatives most important to delighting our customers and driving business/profitability growth
  • Deliver research expertise, succinctly interpreting and synthesizing multi-source data to insights that lead to actionable strategies and plans for the brands and got to market strategies. Innovate richer research capabilities 

 Primary: use deep knowledge of qualitative and quantitative research methodologies to understand and predict consumer behavior, purchase motivation and identify category, channel, product and marketing opportunities
 Secondary: address business issues and provide macro learning and thought leadership.

  • Partner cross-functionally to develop test agenda across all areas. Lead steering committee to coordinate tests, communicate results, and align on actions/changes based on results.
  • Develop a more rigorous testing methodology and measurement capability
  • Track and analyze global consumer trends for both digital and physical products.
  • Support, facilitate and empower teams through consultation, education and access to insights 

Non-Essential Functions

  • Timely and regular attendance is an expectation of performance for all Coats employees.

Physical Demands

  • Lift at least 20 pounds
  • Bend, stand, reach, and sit for periods of time
  • Ability to make decisions with limited information


Education, Qualifications and Experience


  • Bachelor’s degree in Ecommerce or Business Administration. Minimum fifteen (15) years experience in marketing, trade marketing, product management, sales or related field
  • Previous success at translating data into action across functions that drive results
  • Broad thinking and strong thought leadership to deliver broader business contexts
  • Very strong Business Acumen to fully understand business issues to tackle and provide meaningful, impactful recommendations
  • Ability to analyze and synthesize large amounts of data to problem solve across the organization
  • Expertise in multi-channel consumer marketing
  • Worked in a sophisticated CPG environment and then an entrepreneurial business
  • Thorough knowledge and command of research methodologies, techniques and processes, preferably in a retail organization
  • P&L responsibility
  • Ability to prioritize across multiple competing demands and manage to tight budgets and deadlines
  • Disciplined marketing processes
  • Worked with an indirect sales organization/comfortable with customers
  • Excellent oral and written presentation skills with the ability to convert key takeaways in a clear and visual manner
  • Advanced MS Office skills.
  • Ability to plan, develop, and follow-through on various tasks.
  • Excellent communication and interpersonal skills.
  • Ability to maintain confidential business and personnel information
  • Action focused


• Experience in the Crafts industry
• Demonstrated impact to profitable sales growth
• Clear understanding of consumer triggers for purchase decisions
• Participation in the industry as a super user
• Significant member of industry associations
• Recognized expert in CPG behavioral traits