Director, Consumer Insights

Trinchero Family Estates•Napa, CA

1d•$145,000 - $165,000•Onsite

About The Position

Trinchero Family Wine & Spirits is seeking an exceptional consumer-centered leader to establish and lead its enterprise Consumer Insights capability. This role will serve as a strategic partner to executive leadership, helping shape portfolio strategy, innovation, commercial execution, brand growth, and strategic investment decisions through a deep understanding of consumers, shoppers, markets, and emerging trends. The Director of Consumer Insights will transform data into actionable business intelligence, build organizational capability, and champion a consumer-first mindset across the enterprise. This leader will ensure consumer understanding becomes a competitive advantage that drives growth, fuels innovation, and strengthens decision making across the business. The Director, Consumer Insights will report into the Strategy organization and serve as an enterprise resource across Brand Marketing, Innovation, Commercial, Finance, and Corporate Development. This structure ensures the role remains objective, future-focused, and positioned to shape the enterprise consumer learning agenda and support executive decision-making across Trinchero Family Wine & Spirits.

Requirements

Bachelor's degree required; advanced degree preferred.
7 -10 years of experience in consumer insights, market research, analytics, consumer strategy, or a related field, preferably within beverage alcohol, CPG, or adjacent consumer categories.
Strong understanding of consumer behavior, shopper dynamics, category trends, and the U.S. beverage alcohol marketplace.
Expertise in qualitative and quantitative research methodologies, including segmentation, concept testing, brand health measurement, pricing research, and consumer journey analysis.
Experience utilizing syndicated and consumer data resources such as Circana/IRI, NielsenIQ, IWSR, Datassential, 84.51°, Winemetrics, or similar platforms.
Demonstrated success translating consumer and market insights into strategic business recommendations and measurable growth outcomes.
Strong executive presence, communication, and storytelling skills, with the ability to influence senior leaders and cross-functional stakeholders.
Proven ability to lead teams, manage external partners, and build enterprise-wide capabilities.
Proficiency with Microsoft 365, Power BI, and AI-enabled analytics and insights tools.

Responsibilities

Lead Trinchero’s enterprise Consumer Insights agenda, including the annual learning roadmap, priority business questions, and insight standards that embed consumer-driven decision making across the organization.
Serve as a trusted advisor to senior leaders, providing insights that influence strategic priorities, growth initiatives, portfolio strategy, and investment decisions.
Identify consumer, shopper, category, and portfolio opportunities through syndicated data, custom research, trend analysis, and marketplace intelligence.
Collaborate with Brand and Innovation leaders to develop consumer segmentation, target audience, and occasion-based frameworks that guide portfolio, brand, innovation, and commercial strategies.
Monitor emerging consumer, cultural, demographic, and beverage trends to identify future growth opportunities and potential business risks.
Translate complex data and research into compelling business stories, recommendations, and executive presentations that drive action.
Support innovation initiatives through consumer-led ideation, concept testing, packaging evaluation, pricing research, taste testing, and post-launch learning.
Manage research budgets, external agency and vendor relationships, timelines, and project quality.
Create tools, templates, reporting routines, and knowledge-sharing systems that make consumer and shopper learning easy to access, interpret, and apply.
Balance strategic thought leadership with hands-on execution, ensuring insights work is practical, timely, and connected to business decisions.
Partner in the evaluation and utilization of syndicated data resources, consumer research platforms, and analytics tools.
Leverage modern analytics, Power BI, Microsoft 365, and AI-enabled technologies to improve consumer understanding, insight generation, and decision-making speed.
Partner with Strategy and Corporate Development teams to evaluate acquisition, partnership, and portfolio expansion opportunities through consumer, market, and brand assessments, including white space, demand space, consumer permission, portfolio incrementality, and strategic brand fit.
Support Commercial and Sales teams with consumer, shopper, category, and retailer-relevant insights that strengthen customer stories, sell-in materials, merchandising strategies, and commercial activation plans.
Build scalable insights capabilities over time, including the potential to develop and lead a small internal team as business needs evolve.
Coach cross-functional partners on how to frame better business questions, interpret consumer learning, and apply insights to decisions.
Ensure research practices reflect beverage alcohol category dynamics, including three-tier considerations, age-appropriate research practices, and responsible marketing standards.
Build a culture of curiosity, consumer empathy, and continuous learning across the organization.