Job Description

Role Summary

The Vice President of Consumer Insights is responsible for leading our clients enterprise-wide guest/consumer insights function. This leader will design, execute, and synthesize quantitative and qualitative research to drive data-informed decision-making across marketing, guest experience, revenue management, and product strategy. The role requires a strong blend of analytical acumen, strategic thinking, and storytelling ability to translate complex insights into actionable recommendations for executives and business units.

Key Responsibilities

Guest Insights & Research

• Design, field, and analyze ongoing and ad hoc guest research studies, including monthly and quarterly tracking surveys (awareness, consideration, familiarity, preference, GSAT, and NPS).
• Lead the formulation of survey instruments—ensuring methodological rigor and alignment with business objectives.
• Develop and manage dashboards and deliverables that communicate insights clearly and persuasively across levels of the organization.
• Partner cross-functionally with marketing, operations, digital, and strategy teams to embed guest insights into all aspects of the business.

Strategic Leadership

• Serve as the company’s internal expert on guest sentiment, brand health, and behavioral trends.
• Translate data and insight into executive-ready narratives that influence strategic priorities and capital allocation.
• Champion a culture of data-driven decision-making and continuous learning throughout the marketing and commercial organizations.
• Identify emerging guest behaviors, market shifts, and category opportunities through predictive analytics and trend monitoring.

Qualifications

• 10–15 years of progressive experience in consumer insights, analytics, or strategy—preferably within hospitality, travel, entertainment, or a consumer-facing brand.
• Experience leading both qualitative and quantitative research programs end-to-end (formulate, field, analyze, and report).
• Demonstrated experience working with or managing data science functions, including model development and vendor relationships.
• Strong background in marketing measurement (MMM, attribution, awareness/conversion funnel tracking, churn).
• Consulting experience (management consulting or marketing analytics consulting) strongly preferred.
• Proven ability to translate insights into actionable strategies with measurable business impact.
• Exceptional communication, visualization, and executive presentation skills.
• MBA or advanced degree preferred but not required.

Core Competencies

• Strategic Storytelling: Translates complex data into simple, compelling narratives.
• Cross-Functional Leadership: Builds influence across marketing, CRM, and operations.
• Analytical Depth: Strong command of data visualization, segmentation, and modeling.
• Guest-Centric Mindset: Passion for understanding consumer motivations and behaviors.
• Operational Excellence: Disciplined project management with an ability to manage multiple workstreams simultaneously

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