Director, Consumer Insights & Brand Research
Samsonite · Mansfield
As the Director, Consumer Insights & Brand Research, you will partner with the GMEO and SVP to develop global consumer insights strategy and brand health tracking. In this role, you will build and oversee global brand research infrastructure; establish measurement standards for brand health, positioning, consumer sentiment, and market perception. You will synthesize insights from multiple sources (brand tracking, market research, category intelligence) into actionable strategic recommendations, and partner with the Data team on brand health analytics and measurement governance. This role will support RMEOs with insights, research methodologies, and capability building, and ensure all brand and creative decisions are grounded in deep consumer understanding. This is a hybrid role; we work on site 4 days and remotely 1 day, weekly.
Brand Health Research & Measurement:
- Design and oversee global brand health tracking program (awareness, consideration, desire, preference)
- Partner with research vendors (IPSOS, Kantar, LPA, etc.) on study design, execution, and analysis
- Establish brand health measurement standards and KPI definitions across all markets and brands
- Own quarterly brand health data collection, analysis, and reporting
- Identify growth opportunities and risk signals from brand health data
- Provide brand health data inputs to Head of Data & Analytics for SSOT dashboard integration
Global Brand Positioning & Segmentation Research:
- Execute global brand positioning audits and refresh programs under SVP direction
- Lead brand segmentation and audience targeting research, including providing guidance for RMEOs to implement learnings in regional segmentation
- Collaborate with RMEOs to translate segmentation into actionable frameworks for regional teams
- Support brand repositioning initiatives
Market Research & Category Intelligence:
- Develop and oversee global category driver research program
- Identify consumer growth opportunities across travel and lifestyle categories
- Conduct competitive landscape analysis and benchmarking
- Monitor market trends and shifts in consumer behavior
- Share category insights with brand strategy and regional teams quarterly
Voice of Consumer (VoC) Research Integration:
- Develop global VoC research framework and standards for brand sentiment tracking
- Interpret VoC findings and emerging patterns affecting brand positioning
- Recommend messaging and positioning adjustments based on VoC findings
Research Partnership Management:
- Lead global research vendor relationships and conduct annual performance reviews
- Ensure quality, timeliness, and rigor across all research initiatives
- Negotiate contracts and service level agreements
Regional Enablement & Capability Building:
- Develop research playbooks and guidance documentation
- Conduct quarterly business reviews with RMEO teams on insights and research
- Build regional capability in research methodologies and insight interpretation
- Share best practices and learnings across regions
Performance Metrics & Success Measures:
Year 1 Key Priorities
- Launch global brand health tracking program
- Conduct brand positioning audits across all portfolio brands
- Establish brand health SSOT dashboard
- Develop and communicate research playbooks to regions
- Complete category driver research program
Key Performance Indicators
- Brand health tracking scores across markets and segments
- Time to brand health insights (< 4 weeks)
- Regional adoption of research playbooks and standards
- Regional team satisfaction with insights support