Vice President of Consumer Insights & Intelligence

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.