Director Consumer Insights

Hasbro•Renton, WA

About The Position

At Wizards of the Coast, we connect people around the world through play and imagination. From our genre-defining games like Magic: The Gathering® and Dungeons & Dragons® to our growing multiverse, we continue to innovate and build new ways to foster friendship and connection. That’s where you come in! Magic: The Gathering is the world’s premier trading card game, with a global community of players, collectors, and fans spanning tabletop and digital experiences. We are seeking a Director of Consumer Insights to serve as a strategic leader and voice of the player within the Magic ecosystem. Embedded within the Magic Product Strategy team, this role is responsible for shaping product, play, and franchise decisions through a deep understanding of players, collectors, and the evolving trading card game landscape. The Director will lead a team of insights professionals and own the end-to-end insights agenda across Magic’s portfolio, influencing everything from set design, product design, and packaging to marketing, organized play, and long-term franchise strategy. This role partners closely with Product Strategy, Business and Economics Strategy, Game and Creative Design, Packaging, Marketing, Events, and Franchise teams to ensure that the voice of the player is central to decision-making. The Director will also oversee critical insight systems such as Magic acquisition, play activity tracking, and brand health, while collaborating across the broader Insights organization to deliver best-in-class thinking. The ideal candidate brings a deep passion for Magic: The Gathering, a strong point of view on players and collectors, and the leadership's ability to translate insights into impactful business decisions at the executive level.

Requirements

10+ years of experience in Consumer Insights, Market Research, or a related field across gaming, entertainment, or consumer products.
Passion for Magic: The Gathering and familiarity with its players, play formats, and ecosystem.
Proven ability to translate insights into business impact, influencing product, brand, or customer experience decisions.
Experience leading and developing teams, with a focus on coaching and inclusive leadership.
Excellent communication and storytelling skills, with the ability to influence senior stakeholders.
5+ years of conducting qualitative, quantitative, and mixed-methods research.
Experience managing budgets and prioritizing investments effectively.
BA/BS or equivalent experience required, preferably in social sciences, marketing, or a related field.

Nice To Haves

Advanced degree a plus.

Responsibilities

Act as the primary insights partner to the Magic Product Strategy team, directly influencing product roadmap, set development, and portfolio strategy.
Build strong relationships with senior stakeholders across Game Design, Creative Design, Business and Economics Strategy, Packaging, Marketing, Events/Organized Play, and Franchise to drive insight-led decision making.
Serve as a trusted advisor to Magic and Wizards leadership, delivering clear, actionable recommendations to executive audiences.
Lead the development of a holistic understanding of Magic’s audience, including player segmentation, collector behavior, and lifecycle dynamics across formats and play environments.
Drive insights into acquisition, onboarding, engagement, and retention, identifying opportunities to grow and sustain the Magic player base.
Provide strategic guidance on community health, organized play, and the Local Game Store ecosystem.
Own and evolve Magic’s core insight systems, including Brand Tracker, Play Activity studies, and acquisition measurement frameworks.
Translate complex data and research into compelling narratives that inform product design, marketing strategy, and franchise direction.
Lead insights for Universes Beyond and Magic IP initiatives, ensuring external partnerships and internal worldbuilding resonate with fans and attract new audiences.
Oversee the design and execution of qualitative and quantitative research across product development, concept testing, packaging, messaging, and campaign effectiveness.
Ensure high standards for quality, rigor, and actionability across all deliverables.
Integrate primary research with secondary sources and internal analytics to create a comprehensive view of the business.
Lead, coach, and develop a high-performing team of ~5 insights managers and analysts, setting a clear vision for how the team drives impact across the Magic business.
Foster an inclusive, collaborative, and growth-oriented team culture where diverse perspectives are valued and individuals are empowered to do their best work.
Provide ongoing coaching, feedback, and career development to build both technical expertise and strategic influence within the team.
Establish high standards for insight quality, storytelling, and stakeholder partnership, ensuring work is actionable and drives measurable business outcomes.
Align team priorities and resources to the most critical business needs, enabling agility while maintaining focus on long-term strategic initiatives.
Champion ways of working that encourage curiosity, innovation, and continuous improvement across the team.
Partner with VIA Hasbro team and other Wizards insights teams to integrate behavioral data, advanced analytics, and broader category learnings into Magic workstreams.
Contribute to the evolution of Insights capabilities, tools, and vendor ecosystems across Wizards and Hasbro.
Own and manage the Magic Consumer Insights budget, ensuring effective allocation of resources across strategic priorities.
Drive financial discipline and decision-making to maximize the impact and efficiency of insights investments.