Senior Director – Consumer Strategy & Insights
| Company | Brunswick |
|---|---|
| Location | Fond du Lac, WI, USA, Chicago, IL, USA, Vernon Hills, IL, USA |
| Salary | $170170 – $286500 |
| Type | Full-Time |
| Degrees | Bachelor’s, MBA |
| Experience Level | Expert or higher |
Requirements
- 10+ years’ experience in marketing strategy & consumer insights; dual-distribution channel environment preferred
- Demonstrated experience in leading a strategic planning process in a cross-functional, matrix environment
- BS/BA in a relevant field or equivalent practical experience;
- Familiarity with data-driven marketing ecosystems, best practices and trends; comfort with financials & business case opportunity sizing (E.g. PNL Proformas)
- Previous experience with consumer journeys, customer segmentation and persona development
- Experience with analytics tools like Power BI (or other visual data platforms like Tableu) and testing platforms
Responsibilities
- Shape and execute the Brunswick-level cross-marine consumer insights program/agenda to help inform and in support of commercial business strategies
- Manage the marketing & consumer inputs for the weekly retail demand planning meeting which focuses on general consumer engagement within marine
- Serve as the Enterprise lead for applicable consumer trends, changing attitudes & behaviors and insights tools
- Oversee an Enterprise agenda for consumer research that delivers insights needed to support business strategy & optimize knowledge sharing across the Company; key CTO office interface for insights programs
- Support the design and standardization of consumer data capture and activation user journeys across the portfolio, in partnership with the technical teams, in service of the strategy objectives
- Oversee the Enterprise Marketing strategic planning process to maximize opportunities between our brands and divisions through better visibility of Enterprise implications, improved coordination & knowledge sharing
- Responsible for translating consumer growth objectives into a financial and business case for the resource requirements to support consumer acquisition, retention and upsell goals
- Responsible for identifying and sizing pools of opportunity to maximize customer lifetime value through share of wallet growth and, reaching new audiences with product and services innovation
- Serve as the Marketing lead to the CTO office, supporting holistic, enterprise-level decision-making on brand & feature decisions, strategic alignment, and commercial launch effectiveness for cross-divisional technology programs
- Responsible for informing product and services development and bundling to meet the needs of the next generation marine consumer, leveraging consumer insights and business performance data to inform a strategy that advances a frictionless consumer journey across a portfolio of marine brands
Preferred Qualifications
- MBA preferred