Director, Product Marketing & Consumer Research

Zak Designs•Airway Heights, WA

6d•$92,700 - $97,000

About The Position

The Director of Product Marketing & Consumer Research is responsible for translating deep consumer insights into actionable product and portfolio strategies that drive growth, differentiation, and long-term brand equity. Reporting to the VP of Product Marketing, this leader will oversee primary and secondary research, competitive intelligence, trend analysis, and strategic planning to inform product innovation, positioning, and lifecycle management. ESSENTIAL DUTIES AND RESPONSIBILITIES include the following. The following is an overview of the main duties for this position and is not all-inclusive of each task that may be performed in this role. Develop and execute the company’s consumer research roadmap aligned to growth priorities. Lead qualitative and quantitative research initiatives such as concept testing, segmentation, Usage & Attitude (U&A) studies, pricing research, NPS, etc. Oversee external research partners and agencies. Translate complex data into clear, compelling insights and strategic recommendations. Establish standardized insight dashboards and reporting frameworks. Identify white space opportunities and unmet consumer needs. Inform product innovation pipeline, roadmap prioritization, and go-to-market strategies. Conduct competitive and category analysis to guide positioning and differentiation. Support pricing, packaging, and value proposition strategy. Partner with product management to evaluate performance and lifecycle optimization. Deliver insight-driven recommendations to VP and executive leadership. Contribute to annual strategic planning and long-range growth strategy. Present findings in executive-ready formats that drive alignment and decision-making. Build a culture of consumer-centric decision-making across the organization. Partner with Product Development on innovation testing and validation. Work closely with Brand Marketing to refine messaging based on insights. Support Sales with category insights and customer presentations. Align with Finance on forecasting inputs based on research data. Partner with the internal studio team to establish new product packaging dielines. Evaluate and source packaging solutions that align with brand, cost, sustainability, and retail requirements. Collaborate with the Brand team to create packaging copy, including hierarchy of messaging, benefit callouts, and feature prioritization. Ensure packaging assets are aligned with licensing requirements and retailer guidelines. Create, lead, and facilitate monthly marketing meetings, including agenda ownership.

Requirements

Bachelor’s degree or equivalent from a four-year university and five (5) to eight (8) years of related experience and/or training; or equivalent combination of education and experience.
Relevant product management experience in the consumer goods sector, including managing consumer business-facing products with an increasing level of responsibility.
Direct-to-consumer and direct-to-business experience.
Analytical and creative with excellent verbal and written communication skills to effectively present and communicate to all levels of an organization.
Project and process management skills, plus a strong ability to juggle multiple priorities simultaneously.
Must be able to tactfully deal with various personalities throughout the company and deal effectively and professionally with internal and external customers.
Excellent computer skills with spreadsheet and graphic presentation programs required.
Microsoft PowerPoint (intermediate level), Microsoft Outlook (intermediate level), Microsoft Excel (intermediate level), Microsoft Word (intermediate level).

Nice To Haves

ERP experience is a plus.
Experience in CPG, retail, consumer goods, or relevant industry.
Experience managing external research agencies and budgets.
Familiarity with advanced analytics tools and consumer data platforms.

Responsibilities

Develop and execute the company’s consumer research roadmap aligned to growth priorities.
Lead qualitative and quantitative research initiatives such as concept testing, segmentation, Usage & Attitude (U&A) studies, pricing research, NPS, etc.
Oversee external research partners and agencies.
Translate complex data into clear, compelling insights and strategic recommendations.
Establish standardized insight dashboards and reporting frameworks.
Identify white space opportunities and unmet consumer needs.
Inform product innovation pipeline, roadmap prioritization, and go-to-market strategies.
Conduct competitive and category analysis to guide positioning and differentiation.
Support pricing, packaging, and value proposition strategy.
Partner with product management to evaluate performance and lifecycle optimization.
Deliver insight-driven recommendations to VP and executive leadership.
Contribute to annual strategic planning and long-range growth strategy.
Present findings in executive-ready formats that drive alignment and decision-making.
Build a culture of consumer-centric decision-making across the organization.
Partner with Product Development on innovation testing and validation.
Work closely with Brand Marketing to refine messaging based on insights.
Support Sales with category insights and customer presentations.
Align with Finance on forecasting inputs based on research data.
Partner with the internal studio team to establish new product packaging dielines.
Evaluate and source packaging solutions that align with brand, cost, sustainability, and retail requirements.
Collaborate with the Brand team to create packaging copy, including hierarchy of messaging, benefit callouts, and feature prioritization.
Ensure packaging assets are aligned with licensing requirements and retailer guidelines.
Create, lead, and facilitate monthly marketing meetings, including agenda ownership.