Director, Consumer Insights

For the past 162 years, Swisher has been an industry leader known for its iconic products and commitment to high quality standards. With a rich history, Swisher serves adult consumers through a diverse range of businesses, including Swisher Sweets Cigar Company, Helme Tobacco Co., Hempire, Rogue Holdings, and Drew Estate: The Rebirth of Cigars. We have a passion for people and helping them build rewarding careers. If you’re ready to create excitement and drive what’s next in the industry, we’d love to hear from you.

The Director, Consumer Insights plays a pivotal leadership role in guiding brand, product, and innovation strategies through deep understanding of consumer behavior, market trends, and category dynamics. This individual will serve as a strategic partner to cross-functional teams, including Marketing, R&D, Innovation, and Sales, ensuring that consumer-centric thinking informs every business decision. With a strong blend of analytical acumen and creative thinking, this leader will translate data into actionable insights to drive sustainable growth across brands and categories.

In this role, you will lead a team of insights professionals and oversee research programs that capture the voice of the consumer at every stage of the product lifecycle—from early innovation through to in-market performance. You will ensure the organization remains ahead of evolving consumer preferences and competitive shifts, using both traditional and cutting-edge methodologies, including advanced analytics, social listening and behavioral science.

Key Responsibilities

• Lead the development and execution of consumer insights strategies that inform brand positioning, innovation pipelines, marketing campaigns, and portfolio management
• Collaborate with marketing and leadership team members to embed consumer insights into strategic planning and decision-making processes
• Manage and mentor a high-performing team of insights managers and analysts
• Oversee the design, execution, and analysis of qualitative and quantitative research projects (e.g., concept testing, shopper insights, advertising/media effectiveness, in-home use tests, pack design validation, behavioral segmentation)
• Serve as a thought leader and internal consultant on consumer behavior, emerging trends, and cultural shifts that influence purchase decisions
• Partner with analytics, media, and digital teams to integrate first-party and third-party data for a holistic view of the consumer journey
• Influence and guide innovation strategy by identifying white spaces, unmet needs, and opportunity areas for growth
• Ensure research partners and agencies deliver best-in-class methodologies, insights, and value
• Advocate for a test-and-learn mindset using A/B testing, agile research, and rapid experimentation techniques
  
  

Qualifications

• Bachelor's degree in in Marketing, Business, Data Science, Psychology, Sociology, or related field; Master's degree preferred
• 10+ years of experience in consumer insights, market research, customer analytics, business intelligence, or marketing strategy, preferably within a large CPG or FMCG organization
• 5+ years of experience serving in a managerial capacity in customer/consumer insights
• Proven success in leading large-scale research programs and cross-functional initiatives
• Strong knowledge of various research methodologies (quantitative, qualitative, syndicated and behavioral)
• Excellent communication and storytelling skills, with the ability to translate data into compelling narratives for executive audiences
• Deep understanding of consumer trends, cultural dynamics, and shopper behavior in omni-channel environments
• Experience with advanced analytics, data visualization tools, and CRM or loyalty data integration (can develop and manipulate complex spreadsheets and data sets)
• Demonstrated leadership capabilities, including team development, stakeholder management, and strategic influence
  
  

What We Offer

• Base salary and bonus program
• Medical, dental, vision, life insurance effective on date of hire
• Generous 401(k) Plan
• Defined Contribution Plan
• Paid vacation and paid holidays
• Tuition reimbursement
• Professional growth and development programs to help advance your career!
  
  

Official Contact Information

• Email: All official emails will come from an @Swisher.com address
• Website: Verify job listings and contact details on https://careers.swisher.com
  
  

Important: We will never contact you via Teams, Zoom, or Google Meets. If you qualify for an interview, the proper meeting method will be shared with you beforehand. Confidential information should only be shared through secure methods outside of email