Vice President of Consumer Insights & Intelligence
Milwaukee Tool · Anderson
Job Description:
TTI Consumer Power Tools, Inc., has an opening in its Anderson, SC location for a Vice President of Consumer Insights & Intelligence. We offer competitive wages and a comprehensive benefits package -- tuition assistance, 401(k), medical/dental/vision coverage, vacation and holidays.
Position Summary
TTI Consumer Power Tools is seeking a strategic, highly analytical, and consumer-obsessed Vice President of Consumer Insights & Intelligence to build and lead an enterprise-class consumer insights capability.
This executive will be responsible for developing a comprehensive understanding of consumers, category dynamics, competitive landscape, cultural trends, retail environment, and evolving purchase behaviors—and translating those insights into actionable strategies that drive brand growth, product innovation, consumer acquisition, engagement, loyalty, and revenue.
The VP will establish a unified Voice of the Consumer across the organization, integrating traditional research with behavioral, transactional, digital, social, retail, and first-party data to create a holistic understanding of the consumer. This leader will serve as a strategic partner to Brand Marketing, Product Development, Digital/E-commerce, Performance Marketing, Sales, Retail, Finance, and Executive Leadership.
The Mandate
The VP of Consumer Insights & Intelligence will ultimately answer three critical questions for TTI:
Who is our consumer?
What do they need next?
How do we use that knowledge to grow faster than the market?
Key Responsibilities
Consumer Insights Strategy
- Develop and lead TTI's Consumer Insights & Intelligence strategy across consumer brands, categories, and product platforms.
- Establish a comprehensive consumer understanding framework encompassing attitudes, behaviors, motivations, needs, purchase drivers, barriers, and emerging trends.
- Build a centralized Voice of the Consumer capability that informs strategic decisions across marketing, product development, innovation, retail, and customer experience.
- Identify emerging consumer behaviors and cultural shifts that represent new opportunities for TTI.
- Transform consumer research from a primarily reporting function into a proactive strategic growth capability.
Consumer Segmentation & Journey
- Develop actionable consumer segmentation models based on demographics, psychographics, behaviors, product ownership, category participation, purchase history, and lifetime value.
- Define priority consumer audiences and identify opportunities to acquire, retain, and grow high-value customer segments.
- Build comprehensive consumer journey maps from awareness and consideration through purchase, product adoption, repeat purchase, system expansion, advocacy, and loyalty.
- Identify critical moments that influence brand preference and purchasing decisions.
- Partner with marketing teams to activate consumer segments across paid, owned, earned, retail, CRM, and digital channels.
Brand & Marketing Intelligence
- Lead brand health and equity measurement, including awareness, consideration, preference, purchase intent, loyalty, advocacy, and competitive positioning.
- Develop measurement frameworks connecting consumer attitudes and marketing activity to business outcomes.
- Partner with Brand and Media teams to evaluate campaign effectiveness and identify opportunities to improve creative, messaging, targeting, and media effectiveness.
- Lead consumer testing of brand positioning, creative platforms, communications, sponsorships, and major marketing initiatives.
- Establish competitive intelligence programs monitoring consumer perception, category dynamics, competitors, and market disruption.
Product Innovation & Consumer Validation
- Embed consumer insights throughout the product development process.
- Partner with Product Management, Engineering, Industrial Design, and Innovation teams to identify unmet consumer needs and emerging use cases.
- Develop consumer-led innovation frameworks that identify white-space opportunities for new products, categories, and services.
- Lead concept testing, product testing, pricing research, feature prioritization, and post-launch consumer evaluation.
- Ensure that product development decisions are grounded in meaningful end-user insights and market opportunity.
Data, Analytics & AI
- Integrate traditional research with first-party consumer data, CRM, e-commerce, retail, media, social listening, search behavior, customer service, product reviews, and third-party market intelligence.
- Partner with Data & Analytics teams to develop a unified view of the consumer across platforms and channels.
- Build predictive models to identify consumer demand, category opportunities, purchase propensity, churn risk, cross-sell opportunities, and lifetime value.
- Introduce AI-enabled consumer intelligence tools that accelerate research, identify emerging trends, analyze consumer sentiment, and uncover behavioral patterns.
- Develop executive dashboards that translate complex consumer data into clear, actionable business insights.
Retail & Shopper Insights
Build a robust understanding of how consumers research, evaluate, and purchase products across physical retail, e-commerce, marketplaces, and direct digital environments.
Partner with Sales and Retail Marketing teams to understand shopper behavior and improve conversion.
Analyze retailer, category, promotional, pricing, and competitive data to identify growth opportunities.
Develop insights supporting assortment, merchandising, promotional strategy, product launches, and retail activation.
Connect consumer insights with shopper insights to understand the complete path to purchase.
Research Leadership
- Oversee TTI's portfolio of quantitative and qualitative research, including brand tracking, consumer segmentation, usage and attitude studies, concept and product testing, pricing research, creative testing, customer satisfaction/NPS, social listening, digital behavioral analysis, retail/shopper research, competitive intelligence, market sizing, and category forecasting.
- Continuously modernize research methodologies to improve the speed, quality, and business impact of consumer intelligence.
Executive Leadership & Organizational Influence
- Serve as the senior consumer advocate within TTI Consumer Power Tools.
- Translate complex research and data into clear strategic recommendations for executive leadership.
- Influence major decisions involving brand strategy, innovation, product portfolio, marketing investment, retail strategy, and long-term growth.
- Create a culture where major business decisions begin with a clear understanding of the consumer.
- Develop and lead a high-performing Consumer Insights & Intelligence organization.
- Build strong partnerships across Brand Marketing, Product, Sales, Digital, E-commerce, Media, Finance, IT/Data, and Executive Leadership.
Key Performance Indicators
- Brand awareness, consideration and preference
- Consumer acquisition and penetration
- Brand health and equity
- Customer retention and loyalty
- Net Promoter Score / advocacy
- Consumer lifetime value
- Product adoption and system expansion
- New-product success rates
- Marketing effectiveness and ROI
- Consumer segmentation activation
- Research speed-to-insight
- Forecast accuracy
- Retail/shopper conversion
- Revenue contribution from insight-driven initiatives
Qualifications
- 15+ years of progressive experience in Consumer Insights, Market Research, Consumer Strategy, Analytics, Brand Strategy, or related disciplines.
- 7+ years of senior leadership experience building and managing high-performing teams.
- Experience within consumer products, durable goods, home improvement, tools, outdoor products, automotive, technology, retail, or similarly complex consumer categories strongly preferred.
- Demonstrated ability to translate consumer insights into measurable commercial growth.
- Deep expertise in quantitative and qualitative research methodologies.
- Strong understanding of first-party data, digital analytics, CRM, segmentation, attribution, social listening, and modern consumer-data ecosystems.
- Experience applying AI, predictive analytics, and advanced data science to consumer and marketing challenges.
- Experience working with major retailers and understanding omnichannel shopper behavior strongly preferred.
- Proven ability to influence C-suite executives and cross-functional senior leaders.
- Exceptional communication and storytelling skills with the ability to simplify complex information into decisive business recommendations.
- Bachelor's degree required; MBA, advanced analytics, behavioral science, marketing, or related graduate degree preferred.
Leadership Profile
Consumer Obsessed — Constantly seeking to understand what consumers need, why they behave as they do, and where their needs are heading.
Commercially Minded — Connects consumer understanding directly to revenue, margin, market share, innovation, and enterprise value.
Strategic & Analytical — Combines rigorous analysis with strong business judgment.
Action Oriented — Moves beyond reporting what happened to recommending what TTI should do next.
Digitally Fluent — Understands the intersection of consumer behavior, technology, data, media, e-commerce, and retail.
Innovative — Embraces AI and emerging research methodologies to dramatically increase the speed and depth of consumer understanding.
Influential — Can challenge conventional thinking and build organizational alignment around the consumer.