Director, Brand & Consumer Insights

Job Summary

This position leads the research strategy and insights agenda for Brand (creative testing, brand tracking, and brand lift) and Consumer Insight (audience segmentation, online communities, consumer behavior, experience research, etc.), ensuring all work is directly tied to measurable business outcomes. The role oversees end-to-end research execution, including always-on measurement and ad hoc studies, and translates findings into actionable recommendations The position manages and develops a team and serves as a senior partner to leadership to improve decision-making and drive measurable impact, while advancing methodologies and internal capabilities to scale the function’s impact.

Essential Job Functions

• Leads complex and high-impact research initiatives and oversees execution across the full lifecycle, including problem definition, methodology selection, data collection, applications of advanced research methodologies (e.g., behavioral testing conjoint, MaxDiff, TURF, cannibalization studies, opportunity sizing, etc.) analysis, and synthesis.
• Ensures work is rigorous, relevant, and clearly communicated.
• Defines and prioritizes the research Brand, Consumer Insights, Creative Effectiveness, Innovation.
• Establishes intake processes, aligns resources to highest-value work, and ensures consistent delivery against business priorities.
• Responsible for team leadership, talent development, workload management, and resource allocation across the research portfolio.
• Partners with senior leaders to define learning agendas and measurement strategies tied to key business outcomes.
• Translates insights into actions and communicates impact.
• Designs, governs, and continuously improves brand and consumer measurement programs, including brand tracking, brand lift, creative testing, audience segmentation, innovation research, and consumer insight programs.
• Establishes best practices and improves how insights are generated and applied.
• Develops and evolves an integrated brand and consumer intelligence ecosystem by connecting audience segmentation, creative testing, brand lift, brand tracking, innovation research, and online communities into a unified measurement framework.
• Synthesizes insights across programs, communicates actionable recommendations, and identifies opportunities that support business goals, strengthen brand equity, and improve marketing effectiveness.
• Oversees research vendors, tools, budgets, and processes to ensure efficient, high-quality delivery.
• Maintains expertise in research technologies, including Qualtrics, online communities, and syndicated data providers, leveraging these capabilities to support research design, execution, reporting, activation, and measurement.

Special Skill Requirement

• Strong ability to connect consumer, brand, and advertising research to business decisions and influence stakeholders.
• Experience managing a portfolio of always-on measurement programs (brand tracking, brand lift, creative testing) and strategic ad hoc research initiatives while simultaneously leading complex, high-priority projects and managing a team.
• Ability to balance strategic leadership with hands-on execution, adapting research priorities and resources to meet evolving business needs.
• Ability to translate research findings into actionable recommendations, prioritize opportunities, and quantify business impact.
• Experience building or improving research programs, tools, or processes.
• Expertise in advanced research methodologies and statistical techniques including conjoint analysis, MaxDiff, TURF, weighting, indexing, benchmarking, statistical significance testing, driver analysis, regression, correlation analysis, and perceptual mapping. xperience leading teams responsible for Brand, Creative, and Consumer/Innovation research programs.
• Ability to translate research into business insights and measurable outcomes.

Experience Requirements

• Minimum ten years of related experience in quantitative and/or qualitative research (consumer insights, brand research, advertising research, product innovation research, behavioral science or related disciplines) preferably within insurance, financial services or other intangible product and service categories.
• Expertise in advanced analytics, people leadership, and building enterprise-scale brand and consumer measurement systems highly preferred.

Education Requirements

High School Diploma or equivalent required. Bachelors degree in a related field preferred. Masters degree in statistics, psychology, economics, or related field preferred.

Physical Actions

Job is performed in-person at a Farmers office or virtually at an approved alternative work location. The physical work environment is indoors and climate-controlled with adequate lighting and ventilation. Normal and customary distractions include background noise produced by office equipment and chatter among people, as well as interruptions. Frequently sits for prolonged periods of time, up to a full shift. Occasionally moves about the workplace including, navigating stairs, ramps, and level or uneven surfaces. Occasionally moves, pushes, pulls, lifts, carries, and/or places objects or materials weighing up to 25 pounds without assistance. Frequently uses shoulders, arms, hands, and fingers to manipulate equipment, tools, and objects necessary to perform job duties. Frequently performs fine motor tasks such as typing, mousing, or writing, up to a full shift. Rarely performs movements such as bending, stooping, crouching, kneeling, twisting, and reaching overhead or below the knees. Possesses clear vision, with or without correction, to visually read and verify information. Relies on depth perception and peripheral vision to navigate the work environment visually by identifying barriers, changes in terrain and locating objects. Possesses adequate hearing, with or without correction, to communicate with co-workers, respond promptly to auditory signals or alarms, and discern sounds essential for maintaining safety and productivity in the workplace. Jobs in this category require rare, if any, travel.