Vice President of Consumer Insights & Intelligence

RYOBI•Anderson, SC

1d•Onsite

About The Position

TTI Consumer Power Tools, Inc. is seeking a strategic, analytical, consumer-focused executive to build and lead an enterprise-class consumer insights capability at its Anderson, South Carolina location. The Vice President will develop a comprehensive understanding of consumers, category dynamics, competitors, cultural trends, retail environments, and changing purchase behaviors, then translate that knowledge into strategies for brand growth, product innovation, consumer acquisition, engagement, loyalty, and revenue. The role will establish a unified Voice of the Consumer across the organization by integrating traditional research with behavioral, transactional, digital, social, retail, and first-party data. It will serve as a strategic partner to Brand Marketing, Product Development, Digital/E-commerce, Performance Marketing, Sales, Retail, Finance, and Executive Leadership. The position leads consumer insights strategy, segmentation and journey work, brand and marketing intelligence, product validation, data and analytics, retail and shopper insights, research programs, and a high-performing insights organization. The executive is expected to translate complex information into actionable recommendations and build a culture in which major decisions begin with a clear understanding of the consumer.

Requirements

15 or more years of progressive experience in Consumer Insights, Market Research, Consumer Strategy, Analytics, Brand Strategy, or related disciplines.
7 or more years of senior leadership experience building and managing high-performing teams.
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.
Proven ability to influence C-suite executives and cross-functional senior leaders.
Exceptional communication and storytelling skills, including the ability to simplify complex information into decisive business recommendations.
Bachelor's degree required.
Consumer-obsessed, commercially minded, strategic and analytical, action-oriented, digitally fluent, innovative, and influential leadership approach.

Nice To Haves

Experience in consumer products, durable goods, home improvement, tools, outdoor products, automotive, technology, retail, or similarly complex consumer categories.
Experience working with major retailers and understanding omnichannel shopper behavior.
MBA, advanced analytics, behavioral science, marketing, or related graduate degree.

Responsibilities

Develop and lead TTI's Consumer Insights & Intelligence strategy across consumer brands, categories, and product platforms.
Establish a comprehensive consumer-understanding framework covering attitudes, behaviors, motivations, needs, purchase drivers, barriers, and emerging trends.
Build a centralized Voice of the Consumer capability to inform marketing, product development, innovation, retail, and customer-experience decisions.
Identify emerging consumer behaviors and cultural shifts that may create opportunities for TTI, and make insights a proactive strategic growth capability.
Develop actionable consumer segmentation models using demographics, psychographics, behaviors, product ownership, category participation, purchase history, and lifetime value.
Define priority audiences and opportunities to acquire, retain, and grow high-value consumer segments.
Build consumer journey maps from awareness and consideration through purchase, adoption, repeat purchase, system expansion, advocacy, and loyalty; identify moments that shape brand preference and purchasing.
Partner with marketing teams to activate consumer segments across paid, owned, earned, retail, CRM, and digital channels.
Lead brand health and equity measurement, including awareness, consideration, preference, purchase intent, loyalty, advocacy, and competitive positioning.
Develop measurement frameworks linking consumer attitudes and marketing activity to business outcomes.
Partner with Brand and Media teams to evaluate campaign effectiveness and 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 that monitor consumer perception, category dynamics, competitors, and market disruption.
Embed consumer insights throughout product development and partner with Product Management, Engineering, Industrial Design, and Innovation teams to identify unmet needs and emerging use cases.
Develop consumer-led innovation frameworks to identify opportunities for new products, categories, and services.
Lead concept testing, product testing, pricing research, feature prioritization, and post-launch consumer evaluation.
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 consumers across platforms and channels.
Build predictive models for consumer demand, category opportunities, purchase propensity, churn risk, cross-sell opportunities, and lifetime value.
Introduce AI-enabled consumer intelligence tools to accelerate research, identify trends, analyze sentiment, and uncover behavioral patterns.
Develop executive dashboards that turn complex consumer data into clear, actionable business insights.
Build 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 to understand shopper behavior and improve conversion.
Analyze retailer, category, promotional, pricing, and competitive data to identify growth opportunities and support assortment, merchandising, promotional strategy, product launches, and retail activation.
Connect consumer and shopper insights to understand the complete path to purchase.
Oversee quantitative and qualitative research, including brand tracking, segmentation, usage and attitude studies, concept and product testing, pricing and creative research, customer satisfaction/NPS, social listening, digital behavioral analysis, retail/shopper research, competitive intelligence, market sizing, and category forecasting.
Modernize research methodologies to improve the speed, quality, and business impact of consumer intelligence.
Serve as the senior consumer advocate, translating research and data into strategic recommendations for executive leadership.
Influence decisions concerning brand strategy, innovation, product portfolio, marketing investment, retail strategy, and long-term growth.
Develop and lead a high-performing Consumer Insights & Intelligence organization and build partnerships across Brand Marketing, Product, Sales, Digital, E-commerce, Media, Finance, IT/Data, and Executive Leadership.
Drive performance against measures including brand health, acquisition, retention, lifetime value, product adoption, new-product success, marketing effectiveness, research speed-to-insight, forecast accuracy, retail conversion, and revenue contribution from insight-driven initiatives.