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Director - Consumer & Shopper Insight
VFC
Stratham, NH, United States
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Timberland - Director - Consumer & Shopper Insight
Director, Consumer & Shopper Insights: Become the Newest Member of the Timberland community
Serve as a change agent by uncovering consumer and shopper insights for Timberland and most importantly, convert the insights into actionable recommendations for the business. Understanding the consumer has been a priority for Timberland and we know we can get much better. There are three key broader skills we are looking for in the candidate: a) Strategic thought leadership (to partner with the Strategy and Brand teams on defining the future and direction of the brand), b) Ability to “translate” insights into actions at all levels of the management chain (from Brand President to Merchandising/Sales teams) through both, analysis and Storytelling, c) Passion and Expertise in innovation (innovation is a strategic choice for growth).
As a Senior Leader for the brand, we expect that through actions and example, you will ensure that Timberland’s vision and values are incorporated into business strategies and act as visible leader in upholding the values of the Company in all business interactions. Part of your responsibilities will also be to play an active and vocal role in the Global VF Consumer & Shopper Insights community by co-building our skills, developing innovative approaches / tool-kits, asserting influence, having impact and contributing bench strength
Timberland is a global brand so you will have the opportunity to lead, influence, and consult on global consumer-facing brand initiatives!
How You Will Make a Difference:
1. Influencing different business teams (product, marketing, digital) to incorporate consumer learning into business plans and processes so the consumer voice is infused in every major decision, plan and tactic so consumers recognize Timberland as their preferred outdoor lifestyle brand.
2. Create an “obsession for the consumer” culture that transcends your personal deliverables as an insight expert. Enabling and equipping others to keep an external perspective and always thing “what my consumer would say about this…” mindset
3. Understanding the needs of the business help find solutions to them through the lens of consumer understanding (through internal and external knowledge and emerging techniques)
4. Utilize internal / external knowledge sources (e.g., social, digital, transactional, primary) to identify emerging consumer and marketplace shifts to inform Timberland strategic plan and
5. Exploring and applying new ways of learning to Timberland and the Consumers and Shopper Insights community (i.e. behavioral science, ethnography, co-creation, etc) 6. Work cross-discipline and cross-functionally (e.g., Marketing, Analytics) to improve Timberland understanding of marketing and branding effectiveness and inform growth scenarios based on consumer behavior (e.g., penetration, new users, loyalty, e-com traffic, etc)
7. Be a vocal and active part of the Global VF Consumer & Shopper Insights community by furthering our knowledge of consumers, vendor partners, industry and academic networks, best practices and ways of working
Skills for Success:
Years of Related Professional Experience
• 10+ years Consumer & Shopper Insights. Apparel & FW, Outdoor Lifestyle, Technology and/or retail industry preferred
Educational/ Position Requirements:
• A Bachelor’s degree in business, economics or social science fields (e.g., psychology, anthropology)
• Master’s Degree (MBA) strongly preferred
• Experience in the innovation space (at least one role, or partial innovation responsibilities)
• Experience using new methods of learning and insights generation such as social listening, ethnographic exploration, behavioral science, etc.
• Balance between creative and analytical mind
• Global research management experience preferred
• Travel by air and overnight, as required 15-20% amount of time
Interpersonal Skill Requirements:
• Strong business and action oriented mindset
• Continual learner with deep curiosity of consumer behavior
• Ability to balance of art & science in workstyle and communication
• Work with agility by anticipating stakeholder needs
• Experimental mindset (methods, data sources, analytics and technology)
• Communicate with simplicity and impact to provoke stakeholder action
• Ability to translate insights into actionable recommendations at different levels of the management chain (strategist to executors)
• Build partnerships and influence stakeholder decision making at all levels of a global matrix organization