Director, Consumer Insight
About The Position
At Ariat, we are seeking an energetic, collaborative, and forward-thinking Director, Consumer Insight to lead the development and application of deep consumer understanding across the business. The role will report to the Vice President of Strategy & Analytics, and work closely with the Senior Leadership Team and the broader organization. Through rigorous research, analytics, and synthesis of qualitative and quantitative insights, the Director, Consumer Insight ensures that the voice of the consumer is embedded in Ariat’s decision-making. This role will help shape product innovation, brand and marketing strategies, and go-to-market execution across Wholesale, E-Commerce, Retail and International business segments, while also identifying emerging consumer trends and opportunities for long-term growth. Ariat currently has a hybrid schedule, and this role will be working in our San Leandro, CA office a minimum of three days per week.
Requirements
- 15+ years of experience in consumer insights, market research, analytics, or a related field; experience in apparel, footwear, retail, or consumer brands strongly preferred
- Deep expertise across both qualitative and quantitative research methods, with the ability to determine the right approach for different business questions
- Proven ability to translate consumer research into business impact, influencing product, marketing, and strategic decisions
- Experience managing and partnering with external research vendors and agencies, with a deep and extensive understanding of vendor landscape, capabilities, and costs
- Strong analytical mindset, with comfort working with data and partnering closely with analytics teams
- Ability to synthesize disparate inputs into clear, simple, and actionable recommendations
- Strong business acumen and understanding of consumer-facing businesses, including the tradeoffs across channels and categories
- Excellent written and verbal communication skills, with the ability to influence senior executives and cross-functional stakeholders
- Highly collaborative, with a demonstrated ability to work effectively across functions as a trusted thought partner
- Entrepreneurial mindset, with experience building, scaling, and leading insight capabilities in a growing organization
- Demonstrated passion for retail and apparel / footwear, and curiosity about consumers and culture
Responsibilities
- Building and leading Ariat’s consumer insight function, including qualitative research, quantitative research, and consumer analytics capabilities
- Developing a holistic understanding of Ariat’s consumers across Wester, Work, and English product lines, and across wholesale, online, and owned retail stores
- Designing and executing a range of research methodologies, including ethnography, in-depth interviews, focus groups, surveys, concept testing, segmentation, and usage & attitude studies
- Translating complex consumer data and research findings into clear, actionable insights with a strong articulation of the “so-what” for product, brand, and go-to-market teams
- Partnering closely with Merchandising, Marketing, Strategy, and Analytics teams to inform key initiatives such as assortment decisions, brand positioning, channel strategy, and customer experience improvements
- Managing external research and analytics vendors, including scoping work, ensuring methodological rigor, and overseeing quality, timelines, and budgets
- Leveraging first-party data, syndicated sources, and ad-hoc analyses to understand consumer behavior, loyalty, purchase drivers, and channel dynamics
- Identifying emerging consumer trends, unmet needs, and whitespace opportunities to support both near-term decisions and longer-term innovation
- Developing frameworks, tools, and processes that embed consumer insight consistently into Ariat’s ways of working
- Synthesizing insights and presenting compelling, leadership-ready materials to the Senior Leadership Team and broader organization
- Building, leading, and mentoring a high-performing Consumer Insight team, fostering strong collaboration and professional development
Benefits
- Medical, dental, vision, and life insurance options
- Expanded wellness and mental health benefits
- Paid time off (PTO), paid holidays, and paid volunteer days
- 401(k) with company match
- Bonus incentive plans
- Team member discount on Ariat merchandise
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What This Job Offers
Job Type
Full-time
Career Level
Director
Education Level
No Education Listed
