Director, Consumer & Market Insights

GG BRANDS COMPANY•Sharonville, OH

2d•Onsite

About The Position

The Director, Consumer & Market Insights will build and lead the enterprise capability that turns consumer, market, competitive, category, and economic intelligence into growth decisions for Gorilla and O’Keeffe’s. The role is accountable for establishing an integrated outside-in view of where to play, how to win, and how consumer needs and jobs-to-be-done should shape brand strategy, R&D, innovation, portfolio choices, commercial activation, and long-range planning. This individual must be sufficiently hands-on to frame questions, challenge methods, interrogate evidence, and personally lead high-priority strategic work, while also acting as a cross-functional partner who helps teams make better decisions by grounding them in consumer truth, market context, and commercially relevant insights.

Requirements

Bachelor’s degree in Marketing Research, Consumer Insights, Business, Economics, Psychology, Statistics, Data Science, or a related field required
10+ years of progressive experience in consumer insights, market research, brand strategy, category strategy, innovation insights, or related CPG research roles.
Demonstrated experience designing and executing quantitative and qualitative research including surveys, panels, IHUTs, focus groups, interviews, concept tests, claims tests, and consumer segmentation work.
Strong ability to synthesize primary research, syndicated data, retailer data, consumer affairs feedback, reviews, social listening, competitive intelligence, and economic context into practical business recommendations.
Experience supporting brand strategy, innovation pipeline development, product positioning, claims development, retailer sell-in, and commercial storytelling.
Strong understanding of CPG categories, retail channels, shopper behavior, and the relationship between consumer needs, brand choice, product experience, price, promotion, and merchandising.
Ability to monitor and interpret competitive trends, consumer behavior shifts, category movement, and broader macro and microeconomic forces affecting household, DIY, repair, personal care, or adjacent consumer markets.
Experience working with research vendors, consumer panels, survey platforms, syndicated data providers, and internal data partners.
Excellent communication and presentation skills with the ability to turn complex findings into clear narratives, executive-ready recommendations, and action-oriented next steps.
Strong cross-functional leadership skills with the ability to influence Brand, Sales, Innovation, R&D, Consumer Affairs, and senior stakeholders without relying solely on formal authority.
Comfortable operating as both a strategic leader and hands-on practitioner, including framing business questions, designing research, analyzing results, building presentations, and facilitating decisions.
Experience managing research budgets, external partners, project timelines, and multiple concurrent priorities.
Demonstrated experience leading, coaching, and developing consumer insights or research professionals, including setting priorities, allocating capacity, and raising the quality of team output.

Nice To Haves

Master’s degree preferred.
Proficiency with common research and analytics tools such as Qualtrics, SurveyMonkey, SPSS, R, Python, Excel, Power BI, Tableau, or similar platforms preferred.

Responsibilities

Drive Consumer Education: Help drive a ‘Consumer First’ mindset across the organization and lead activities to educate and elevate the commercial teams in how they anchor their work in consumer-led innovation and go-to-market strategies.
Outside-In Market Understanding & Research: Build and maintain a complete view of the market through consumer trends, competitive activity, retailer dynamics, category movement, and macro and microeconomic signals interpreted through a Gorilla Glue and O’Keeffe’s lens.
Brand Health & Sentiment Tracking: Establish and maintain upstream brand health metrics like NPS, OAR, and Sentiment measurement to monitor brand equity, awareness, and relevance over time.
Consumer Research Leadership: Lead and conduct primary research including consumer surveys, panels, IHUTs, qualitative interviews, concept testing, claims exploration, purchase journey work, and other research methods needed to answer priority business questions.
AI as a Research Partner: Build organizational capabilities and methods for using AI to enhance and optimize how external and internal research is performed. Help lead teams in using AI as a tool to drive further consumer and market understanding.
Competitive and Category Intelligence: Monitor competitor launches, claims, packaging, merchandising, innovation activity, and category shifts to identify threats, opportunities, and white space for Gorilla Glue and O’Keeffe’s.
Strategic Insight Translation: Synthesize multiple sources of information into clear implications, recommendations, and decision-ready stories that inform enterprise strategy, brand planning, portfolio choices, and long-range growth work.
Growth Opportunity Identification & Market Prioritization: Lead market sizing, whitespace assessments, category attractiveness evaluations, and growth opportunity analyses to inform where Gorilla and O'Keeffe's should invest, compete, and expand.
Innovation Pipeline Support: Partner with Brand, R&D, Product Development, and Commercial teams to shape the innovation process and pipeline. Evaluate concepts, validate consumer needs, refine claims, and improve product-market fit.
Brand and Sales Storytelling: Help Brand and Sales teams tell stronger, more relevant stories about the products we sell by grounding messaging, sell-in materials, retailer conversations, and consumer-facing claims in credible market and consumer insight.
Stakeholder Partnership: Build trusted relationships across R&D, Brand, Sales, Innovation, Consumer Affairs, Analytics, and leadership teams to frame business questions, prioritize learning needs, and embed insights into decision-making.
Vendor and Research Management: Manage research partners, panels, tools, budgets, timelines, and deliverables to ensure high-quality work, practical recommendations, and efficient use of research investment.
Coaching and Leadership: Recruit, develop, coach, and lead consumer insights capability, fostering innovation, analytical rigor, and business partnership across the organization.