Vice President, Consumer Insights & & Marketing Intelligence

Responsibilities

• Serve as the organizational authority on DQ consumers, developing a holistic understanding of their needs, motivations, behaviors, occasions, and decision drivers.
• Identify consumer-driven opportunities to strengthen the brand and drive short- and long-term growth.
• Develop and lead foundational learning agendas focused on areas such as consumer segmentation, target definition, attitudes and behaviors, needs and occasions, customer journeys, brand positioning, and emerging consumer needs.
• Ensure consumer understanding informs annual business and marketing planning as well as longer-term strategic planning.
• Integrate qualitative, quantitative, behavioral, syndicated, and business information to create a comprehensive perspective rather than relying on individual studies or data sources.
• Establish mechanisms to disseminate and embed foundational consumer learning across the organization, so that knowledge accumulates and is leveraged over time.
• Embed consumer understanding throughout Dairy Queen’s go-to-market process, partnering with Marketing and cross-functional teams to influence strategy, consumer propositions, menu and innovation, targeting, positioning, promotions, communications, customer experience, and activation.
• Bring insights into early decisions to shape strategy and deliver research and reporting to validate decisions after they have been made.
• Develop a deep understanding of the consumer journey and the drivers of brand consideration, choice, purchase, and loyalty.
• Partner with Marketing and agency teams to understand what Dairy Queen should say, how it should say it, to whom, and where in the consumer journey communications can have the greatest impact.

Requirements

• Bachelor’s degree required in Marketing, Business, Marketing Research, Psychology, Behavioral or Cognitive Science, or a related field.

Preferred

• Advanced degree or MBA preferred.

Benefits

• Benefit eligible employees may receive a comprehensive benefits package that includes medical and dental coverage, 401K match, paid time off (including volunteer time as well as parental leave) and so much more! To learn more about our great benefit offerings, Click Here .