Vice President, Consumer Strategy

How you'll make an impact:

The Vice President, Consumer Strategy will be responsible for developing a clear, actionable understanding of our consumers and translating that understanding into strategic direction for the business. This leader will oversee Consumer Research and Programming Research, bringing together those capabilities with internal data, external research, and industry, competitive, cultural and macroeconomic trends to create a holistic view of our audiences, their needs, motivations and barriers, and the opportunities they create for SiriusXM.

The role is designed to move us beyond individual research findings and data points to a cohesive point of view on the consumer and what it means for our business. This leader will identify the questions we most need to answer, connect insights from across the organization and external environment, and distinguish interesting findings from those that should materially influence our customer and marketing strategies.

This leader will work closely with Commercial Analytics & Data Science, Consumer & Brand Marketing, Engagement Strategy, Product, Programming and other partners to ensure consumer understanding informs strategic decisions across the organization. The role requires a unique combination of consumer intuition, strategic synthesis, structured thinking and commercial judgment, along with the ability to turn complex and sometimes conflicting information into clear priorities and compelling strategic narratives.

ident, Consumer Strategy will be responsible for developing a clear, actionable understanding of our consumers and translating that understanding into strategic direction for the business. This leader will oversee Consumer Research and Programming Research, bringing together those capabilities with internal data, external research, and industry, competitive, cultural and macroeconomic trends to create a holistic view of our audiences, their needs, motivations and barriers, and the opportunities they create for SiriusXM.

The role is designed to move us beyond individual research findings and data points to a cohesive point of view on the consumer and what it means for our business. This leader will identify the questions we most need to answer, connect insights from across the organization and external environment, and distinguish interesting findings from those that should materially influence our customer and marketing strategies.

This leader will work closely with Commercial Analytics & Data Science, Consumer & Brand Marketing, Engagement Strategy, Product, Programming and other partners to ensure consumer understanding informs strategic decisions across the organization. The role requires a unique combination of consumer intuition, strategic synthesis, structured thinking and commercial judgment, along with the ability to turn complex and sometimes conflicting information into clear priorities and compelling strategic narratives.

What you'll do:

• Lead Consumer Research and Programming Research, establishing an integrated learning agenda focused on the most important consumer and business questions.
• Develop and maintain a clear point of view on our audiences, including their needs, motivations, behaviors, perceptions and barriers.
• Define meaningful consumer segments and identify areas of opportunity based on consumer needs and business potential.
• Synthesize consumer and programming research with behavioral data and business performance to identify the insights and opportunities that matter most.
• Incorporate external research and industry, competitive, cultural and macroeconomic trends to understand how the consumer environment is changing and what it means for SiriusXM.
• Partner closely with Commercial Analytics & Data Science to connect what consumers say and believe with what customers actually do and the outcomes those behaviors create.
• Translate consumer understanding into strategic implications for our customer, engagement, brand and marketing strategies and identify relevant opportunities for Product and Programming.
• Identify unmet needs, emerging behaviors and changing expectations that could create new opportunities for SiriusXM.
• Develop audience frameworks, strategic briefs and consumer narratives that enable teams to act consistently on a shared understanding of the consumer.
• Serve as a senior thought partner to leadership, bringing an independent consumer perspective to important decisions and challenging assumptions when the evidence suggests a different direction.
• Set the operating model, priorities, performance standards and decision rights for the Consumer Strategy function, balancing strategic priorities with high-quality execution.
• Lead and develop directors and senior managers across the function, establishing clear accountability, coaching leaders and strengthening organizational capability.
• Make tactical decisions within Consumer Strategy and ensure the function's work translates into measurable improvements in departmental effectiveness, customer outcomes and business performance.
• Manage the Consumer Strategy functional budget and prioritize research and insight investments to maximize business impact and cost efficiency.
• Lead operational improvements and change initiatives within the function, improving processes, collaboration and the adoption of consumer-led decision making.
• Manage functional risks and compliance responsibilities within Consumer Strategy and ensure appropriate governance of the function's work.

What you'll need:

• Typically has 15 or more years of experience with 8-10 or more years of management experience.
• Significant leadership experience in consumer strategy, consumer insights, audience strategy, market research or a related discipline within a sophisticated consumer-facing organization.
• Demonstrated ability to lead consumer research capabilities while moving beyond research to strategic synthesis and application.
• Exceptional ability to connect quantitative analysis, qualitative research, behavioral data and external signals into a clear and actionable consumer point of view.
• Strong consumer intuition and a deep understanding of the needs, motivations, perceptions and behaviors that influence consumer decisions.
• Strong structured thinking and problem-solving skills, with the ability to frame ambiguous questions, develop hypotheses and identify the few issues that matter most.
• Fluency in quantitative and qualitative research methodologies and enough analytical depth to challenge findings and draw meaningful conclusions without needing to personally perform the underlying analysis.
• Strong external orientation and curiosity about changes in culture, technology, competition, media consumption and the broader economic environment.
• Demonstrated commercial judgment and the ability to connect consumer opportunities to meaningful customer and business outcomes.
• Experience with segmentation, audience frameworks, consumer opportunity assessment and translating those insights into business or marketing strategy.Exceptional communication and storytelling skills, with the ability to simplify complexity and create compelling strategic narratives for senior executives.
• Demonstrated ability to influence across Marketing, Product, Programming, Analytics and other functions without relying on direct authority.
• Experience in subscription, media, entertainment, technology or another consumer-oriented business is strongly preferred.
• Demonstrated experience leading directors and senior managers, including setting expectations, developing leaders and driving performance across a function.
• Demonstrated experience managing functional budgets, prioritizing investments and balancing strategic impact with operating efficiency.
• Experience leading functional change, process improvement and risk management in a complex organization.
• Must have legal right to work in the U.S.

At SiriusXM, we carefully consider a wide range of factors when determining compensation, including your background and experience. These considerations can cause your compensation to vary. We expect the base salary for this position to be in the range of $213,500 to $280,000 and will depend on your skills, qualifications, and experience. Additionally, this role might be eligible for discretionary short-term and long-term incentives. We encourage all interested candidates to apply.

Our goal at SiriusXM is to provide and maintain a work environment that fosters mutual respect, professionalism and cooperation.