Director Consumer Insights

At Johnson Outdoors, home to some of the world’s most innovative and best-known outdoor recreation brands, we create amazing outdoor experiences - for adventurers, by adventurers.
Check out each of the unique Johnson Outdoor brands in Fishing, Watercraft, Camping, and Diving! The strategic use of data is a building block for our business.
Come help shape the future growth of Johnson Outdoors by playing a key role in consumer insights.
The person in this role develops, leads, and evaluates system-wide consumer insights and market research strategies, initiatives, and processes.
Ensures business decision-making and brand/product strategies are supported by insights and analytics.
Leads and consults globally across all businesses to develop and recommend appropriate consumer research methods, tools, and approaches to develop deep consumer knowledge, consumer needs and measure brand health, partners across businesses to develop and drive consumer research and insight standards and methods based on market best practice.
Key Responsibilities: Collaborates and consults globally with all business units to lead and develop consumer insights and need profiles to support the organization’s brand strategy and deep consumer knowledge.
Leverages consumer insights, market research and an understanding of marketplace and competitive dynamics to make help businesses make informed decisions and innovative solutions to consumer needs, which drive new product innovation and growth.
Fosters an environment of cross-functional collaboration and develops strong relationships with key stakeholders across businesses to understand business objectives and the data needed to drive decisions, goal setting and priorities.
Enables and guides the businesses to use quantitative data to assess and reveal consumer profiles, segments, and behaviors to drive business and marketing decisions.
Identifies critical metrics and KPIs by working with business teams to understand their decision-making and processes.
Provides meaningful reporting and trend dashboards, to effectively analyze consumer behavior and translate data into actionable insights and recommendations organization wide.
Directs and initiates consumer research projects and assists the business units in turning results into viable strategies, including measuring the results of the strategies.
Identifies and selects firms to conduct research and serves as consultant to businesses to ensure best practices, methodologies and research approach are utilized.
Establishes and instills standards, methods and best practices that enable our organization to provide best-in-class plans, meaningful analysis, and relevant analytical deliverables to evaluate the translation of consumer insights and needs into new product innovation.
Identifies challenges and emerging issues with each business unit and collaborates with key stakeholders to identify and implement opportunities and solutions through a consumer lens.
Performs other duties as assigned.
Supervisory/Management Responsibility: Prepares and approves department budgets while ensuring budgets are managed within approved guidelines.
Develops and approves departmental policies, procedures, and guidelines to meet business needs.
In partnership with human resources, performs human resources responsibilities for staff which includes but is not limited to the following: hiring and terminating employees, promotions/pay adjustments, staff development, performance evaluations, resolution of employee concerns and disciplinary counseling.
Knowledge & Background Requirements: Bachelor’s degree in marketing, business management or equivalent.
Typically requires a minimum of 10 years which includes developing and driving global consumer insights and market research as well as strong collaboration with key leaders/stakeholders across a complex, diverse consumer goods environment.
Extensive knowledge of and experience in consumer insights and analytic techniques to leverage effective decision-making and strategy development.
Extensive experience interpreting advanced marketing and business analytics used to display business and product success and weaknesses, determine opportunities for improvements, make impactful business decisions and drive business success.
Experience, motivating, coaching, and developing management and individual contributing employees.
Excellent communication and interpersonal skills to work effectively with all levels of employees and external partners.
Ability to work through conflict, build trust, and influence outcomes and to create a results-driven, team-oriented environment.
Demonstrated ability to build and maintain strong cross-functional relationships.
Expertise in managing projects from concept development to implementation and evaluation.
Demonstrated leadership skills and abilities to effectively provide direction, guidance and motivation to internal teams and vendors and deliver successful results on schedule.
Experience working in a deadline-oriented environment with a high attention to detail and quality.
Advanced proficiency in using the Microsoft Office Suite (Excel, Word, and PowerPoint), JDE, Business Objects or similar systems.
Ability to use multiple databases and systems to perform analytics, display results and create dashboards and reporting tools.
A few pointers about our culture: Entrepreneurial spirit and innovation are in our bones! We authentically innovate trusted equipment that gets people out there.
We are laser-focused on our consumers, and passionate about inspiring people to actively engage with the amazing awe of the outdoors again and again.
We strive to create meaningful, healthy change in the world as individuals and as a family of brands.
We value diversity and team members who are willing to wear multiple hats; who take personal initiative, anticipating what needs to be done, and figuring things out to make them happen; but who are also willing to ask for help, to assist others and work together.
What you will receive: Share in the company’s success - Competitive base salary, with additional earning potential through participation in the annual discretionary cash profit sharing program, eligibility for annual pay increases, and employee stock purchase plans.
Find your work/life balance with generous paid time off and holiday benefits, health insurance and wellness plans.
Further your career with training opportunities including our tuition assistance program.
Plan for your future with our 401k with company match and deferred retirement contributions, Sons & Daughters Scholarship program, life and LTD insurance, employee stock purchase plan, and more.
All qualified applicants will receive consideration for employment at Johnson Outdoors (and all subsidiaries) without regard to race; creed; color; religion; national origin; sex; age; disability; sexual orientation; gender identity or expression; genetic predisposition or carrier status; veteran, marital, or citizenship status; or any other status protected by law.
Johnson Outdoors is proud to be an affirmative action and equal opportunity employer.
If, because of a medical condition or disability, you need a reasonable accommodation for any part of the application process, please contact Human Resources at HRSpecialAccommodations@johnsonoutdoors.
com to let us know the nature of your request and your contact information.
About Us: JOHNSON OUTDOORS is a leading global innovator of outdoor recreation equipment and technologies that inspire more people to experience the awe of the great outdoors.
The company designs, manufactures, and markets a portfolio of winning, consumer-preferred brands across four categories: Watercraft Recreation, Fishing, Diving and Camping.
Johnson Outdoors' iconic brands include: Old Town® canoes and kayaks; Ocean Kayak™; Carlisle® paddles; Minn Kota® fishing motors, batteries, and anchors; Cannon® downriggers; Humminbird® marine electronics and charts; SCUBAPRO® dive equipment; Jetboil® outdoor cooking systems; and Eureka!®camping and hiking equipment.
Founded in 1970 by Samuel C.
Johnson, the Company has delivered double-digit compound annual growth over its history, evolving from a single brand into a nearly $743 million global enterprise with around 1,200 employees across 20 countries.
Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities The contractor will not discharge or in any other manner discriminate against employees or applicants because they have inquired about, discussed, or disclosed their own pay or the pay of another employee or applicant.
However, employees who have access to the compensation information of other employees or applicants as a part of their essential job functions cannot disclose the pay of other employees or applicants to individuals who do not otherwise have access to compensation information, unless the disclosure is (a) in response to a formal complaint or charge, (b) in furtherance of an investigation, proceeding, hearing, or action, including an investigation conducted by the employer, or (c) consistent with the contractor’s legal duty to furnish information.
41 CFR 60-1.
35(c)