Vice President, Consumer Insights & & Marketing Intelligence

• Serve as the organizational authority on DQ consumers, developing a holistic understanding of their needs, motivations, behaviors, occasions, and decision drivers.

• 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.

• 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.
• Personally lead or actively contribute to high-priority and complex consumer learning initiatives from initial business-question framing through research design, synthesis, recommendation, and activation.

• Lead Dairy Queen’s understanding of brand health, equity, salience, consideration, preference, perceptions, competitive positioning, and the drivers of brand growth.

• Lead Dairy Queen’s understanding of brand health, equity, salience, consideration, preference, perceptions, competitive positioning, and the drivers of brand growth.
• Establish an integrated approach to understanding how marketing influences consumer perceptions, behavior, and business performance.
• Partner with Marketing and agency teams to continuously improve campaign strategy, creative execution, and overall marketing effectiveness.
• Develop approaches and learning agendas for creative and campaign evaluation, from early strategy and development through in-market and post-campaign learning.
• Partner with Business Intelligence & Analytics, Marketing, and other stakeholders to integrate brand and consumer measures with Marketing Mix Modeling, Return on Marketing Spend, media measurement, and business results to develop a holistic perspective on marketing effectiveness.
• Identify and communicate learning across campaigns and initiatives so that Dairy Queen systematically improves its marketing effectiveness over time in addition to evaluating individual programs.

• Build and maintain an integrated understanding of the restaurant marketplace and the broader forces influencing Dairy Queen consumers.

• Build and maintain an integrated understanding of the restaurant marketplace and the broader forces influencing Dairy Queen consumers.
• Monitor changes in consumer behavior, culture, technology, competition, category dynamics, and the marketing environment to identify emerging growth opportunities and potential threats.
• Establish foresight capabilities that help Dairy Queen distinguish meaningful signals of change from noise and prepare the organization for future consumer and marketplace shifts.
• Translate trends and marketplace intelligence into implications and choices
• Proactively bring emerging consumer and marketplace opportunities to senior leadership and challenge existing assumptions when the evidence suggests the business should think differently.

• Establish the strategic roadmap for Consumer Insights & Marketing Intelligence and continually evolve the function to meet the future needs of Dairy Queen.
• Ensure excellence in qualitative and quantitative research design, execution, analysis, interpretation, and storytelling.
• Explore, test, and adopt emerging research methodologies, behavioral approaches, and tech-enabled capabilities that can create greater speed, depth, or competitive advantage.
• Develop a strategic ecosystem of research, data, technology, and consulting partners, ensuring Dairy Queen leverages their intellectual capabilities as well as their executional resources.
• Create a culture of meta-learning by connecting findings across research, marketing initiatives, time periods, and data sources to identify patterns and generate new insights.
• Steward organizational understanding of consumer insights and marketing effectiveness, helping business partners become better consumers and users of research

• Bachelor’s degree required in Marketing, Business, Marketing Research, Psychology, Behavioral or Cognitive Science, or a related field. Advanced degree or MBA preferred.
• 15+ years of progressive experience in Consumer Insights, Marketing Insights, Marketing Analytics, Strategy, and/or closely related disciplines.
• Minimum of 7+ years of experience leading teams and influencing senior executives. Track record of building, developing, and inspiring high-performing teams.
• Experience in restaurant, retail, consumer packaged goods, or another consumer-led business; QSR and/or franchise-system experience is particularly relevant.
• Demonstrated mastery of qualitative and quantitative consumer research, with experience across areas such as segmentation, consumer journey mapping, needs and occasions, positioning, brand health, product or concept development, advertising and creative assessment, and behavioral research.
• Strong understanding of marketing effectiveness, including creative and campaign measurement and the role of media and marketing investment measurement methodologies such as Marketing Mix Modeling and Return on Marketing Spend.
• Demonstrated ability to integrate information across primary research, syndicated sources, behavioral data, marketing analytics, marketplace intelligence, and business performance.
• Strong understanding of research design and analytical principles, with the ability to optimize approaches, interrogate findings, distinguish correlation from causation where relevant.
• Experience identifying and applying emerging research methods, tools, technologies, and approaches to improve insights quality, speed, and business impact.
• Demonstrated success operating in complex, matrixed organizations and influencing decisions through both formal and informal relationships.