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    Director, Consumer and Market Insights - Nashville, United States - Genesco

    Genesco
    Genesco Nashville, United States

    1 week ago

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    Description
    The Ideal Candidate

    The Director, Consumer and Market Insights position is responsible for leading consumer research and market analysis efforts within the organization, leveraging their deep and transformational analytics experience working with marketing, consumer, and retail data to shape our consumer experience and drive growth by applying cutting edge data and competitive analytics. The primary objective is to gather and interpret data and insights to help drive strategic decision-making and improve the company's competitive position in the market. The role is crucial in shaping the company's strategies (both at the enterprise- and division-level), understanding customer needs, differentiating versus the competition, and identifying growth opportunities. This role acts as a bridge between the company and its target consumer segments, translating data into actionable insights to drive business success. They will achieve this through cross functional partnership with marketing, ecommerce, and data teams.

    How You Will Make an Impact
    • Consumer Insights: Develop a deep understanding of consumer behaviors, needs, and motivations through qualitative and quantitative research methods such as surveys, focus groups, interviews, and data analytics (of both first- and third-party data).
    • Market and Consumer Research: Conduct consumer and market research to identify emerging trends, consumer preferences, and competitive landscapes. This includes analyzing market size, segmentation, and growth opportunities.
    • Data Analysis: Collect and analyze large sets of data from various sources, including internal databases, market reports, and external research. Use statistical techniques and data visualization tools to extract meaningful insights and present them to key stakeholders. Translate data analyses into clear and understandable conclusions and recommendations for non-technical stakeholders.
    • Competitive Analysis: Conduct competitive/trend research and monitor competitors' activities, product offerings, pricing strategies, and market positioning. Provide input into recommendations on how to differentiate our market positioning and our products/services based on these market insights.
    • Consumer-Centric KPIs: Define broader KPI's across our consumer-focused programs such as loyalty, BOPIS etc. Conduct channel efficacy analysis and management for activation, retention, and reactivation of our customers for all divisions of the company
    • Stakeholder Management: Develop and test hypotheses. Present research findings, insights, and recommendations to peers, division leaders, senior executives, and other stakeholders. Communicate complex information in a clear and compelling manner to influence decision-making. Partner and work closely with other functional partners, including: marketing, ecommerce, store operations, and information technology.
    • Technology and Tools: Stay up to date with industry advancements in market research methodologies, data analytics, and visualization tools. Implement and leverage appropriate technologies to enhance research and analysis capabilities (e.g., machine learning, artificial intelligence).
    • Data Literacy. Drive organizational data literacy through training, knowledge sharing, and internal newsletters/communications.
    Experience and Skills You'll Need to Have
    • Bachelor's degree in Marketing, Statistics, Economics, Mathematics or related field required; Master's degree preferred.
    • 8+ years' experience in marketing analytics, retail analytics, and/or consulting preferred, with experience conducting data analytics and market research, interpreting business questions and data, leading analytics efforts and delivering outcomes to various stakeholders, and managing teams.
    • Experience within the retail, omnichannel/digital, and/or fashion sectors strongly preferred.
    • Deep understanding of consumer behavior and marketing analytics with ability to influence business or marketing strategy using advanced statistical techniques and data-driven solutions.
    • 5+ years of proven managerial or supervisory experience of a consumer marketing/data analytics team.
    • Strong understanding of digital & social marketing, web analytics, and business analysis.
    • Strong analytics skills, enjoys numbers and using data to solve business problems. High level of problem-solving ability and thinks creatively and utilizes all available resources to deliver quality analytics and insights.
    • Self-starter and fast learner with a desire to move with urgency, accountability, and intent. Comfortable operating in a collaborate environment and managing through influence. Demonstrated bias for action.
    • Excellent project management skills and attention to detail, with experience effectively prioritizing projects, directing resources, and meeting deadlines, ideally within a multi-unit organization. Ability to juggle multiple tasks and projects simultaneously.
    • Proficient in designing and executing market research studies, including both qualitative and quantitative research methods. Skilled in analyzing large data sets, using statistical software, and deriving meaningful insights from data.
    • Proven ability to understand and interpret consumer behavior, motivations, and preferences. Experience in conducting consumer surveys, focus groups, interviews, and observational studies to gather insights.
    • Ability to engage with cross-functional teams such as marketing, ecommerce, store operations, finance, information technology, supply chain, and customer service to share insights, align strategies, and move towards a customer-centric approach across all functions.
    • Track record of collaborating with external research agencies, consultants, or data providers to access specialized expertise, augment research capabilities, or gather additional market insights. Ability to manage relationships with these partners and ensure the quality and relevance of the research conducted.
    • Strong and effective communication and presentation skills; persuasive and concise storyteller using your findings; big-picture thinker: strategic, analytical, and creative.
    • Low ego-equally comfortable giving or receiving direction, leading, or contributing as appropriate, driving conversations with senior leaders and colleagues or supporting as necessary.
    • Proficient in Microsoft Office Suite (advanced level Excel and PowerPoint user) and presentation software.
    • Experience with social and web analytics for both reporting and tag/pixel implementation: Google Analytics, Adobe Analytics, Google/Adobe Tag manager, social audience insights, etc.
    • Experience with analytical programming languages: Python preferred (pandas/anaconda), R, SPSS, SAS as well as Git for source control.
    • Experience with visualization technologies such as Power BI, Tableau etc. and SQL
    • Experience working with regulatory compliance frameworks such as GDPR and CCPA as well as good understanding of AI ethics.
    Apply
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