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Job description
Director, Consumer Insights & Brand Research (Finance)
About Us
Samsonite is the worldwide leader in superior travel bags, luggage, and accessories combining notable style with the latest design technology and the utmost attention to quality and durability. For more than 100 years, Samsonite has leveraged its rich heritage to create unparalleled products that fulfill the travel lifestyle needs of conscious movers everywhere. With a portfolio of brands including Samsonite, Tumi, American Tourister, High Sierra, Gregory, Hartmann, and Lipault Paris, our products are sold in over 100 countries in North America, Asia, Europe and Latin America through our company-operated retail store, websites and a variety of retail partners.
Job Description
As the Director, Consumer Insights & Brand Research, you will partner with the GMEO and SVP to develop global consumer insights strategy and brand health tracking. In this role, you will build and oversee global brand research infrastructure; establish measurement standards for brand health, positioning, consumer sentiment, and market perception. You will synthesize insights from multiple sources (brand tracking, market research, category intelligence) into actionable strategic recommendations, and partner with the Data team on brand health analytics and measurement governance. This role will support RMEOs with insights, research methodologies, and capability building, and ensure all brand and creative decisions are grounded in deep consumer understanding. This is a hybrid role; we work on site 4 days and remotely 1 day, weekly.
Brand Health Research & Measurement
Design and oversee global brand health tracking program (awareness, consideration, desire, preference)
Partner with research vendors (IPSOS, Kantar, LPA, etc.) on study design, execution, and analysis
Establish brand health measurement standards and KPI definitions across all markets and brands
Own quarterly brand health data collection, analysis, and reporting
Identify growth opportunities and risk signals from brand health data
Provide brand health data inputs to Head of Data & Analytics for SSOT dashboard integration
Global Brand Positioning & Segmentation Research
Execute global brand positioning audits and refresh programs under SVP direction
Lead brand segmentation and audience targeting research, including providing guidance for RMEOs to implement learnings in regional segmentation
Collaborate with RMEOs to translate segmentation into actionable frameworks for regional teams
Support brand repositioning initiatives
Market Research & Category Intelligence
Develop and oversee global category driver research program
Identify consumer growth opportunities across travel and lifestyle categories
Conduct competitive landscape analysis and benchmarking
Monitor market trends and shifts in consumer behavior
Share category insights with brand strategy and regional teams quarterly
Voice of Consumer (VoC) Research Integration
Develop global VoC research framework and standards for brand sentiment tracking
Interpret VoC findings and emerging patterns affecting brand positioning
Recommend messaging and positioning adjustments based on VoC findings
Research Partnership Management
Lead global research vendor relationships and conduct annual performance reviews
Ensure quality, timeliness, and rigor across all research initiatives
Negotiate contracts and service level agreements
Regional Enablement & Capability Building
Develop research playbooks and guidance documentation
Conduct quarterly business reviews with RMEO teams on insights and research
Build regional capability in research methodologies and insight interpretation
Share best practices and learnings across regions
Performance Metrics & Success Measures
Year 1 Key Priorities
Launch global brand health tracking program
Conduct brand positioning audits across all portfolio brands
Establish brand health SSOT dashboard
Develop and communicate research playbooks to regions
Complete category driver research program
Key Performance Indicators
Brand health tracking scores across markets and segments
Time to brand health insights (Regional adoption of research playbooks and standards
Regional team satisfaction with insights support
Qualifications
10+ years in brand research, consumer insights, or market research leadership
Proven expertise in brand health tracking and measurement methodologies
Experience managing market research vendors and conducting RFPs
Strong background in consumer segmentation and targeting research
Ability to work cross functionally and influence without direct authority
Strong communication skills for C-suite and RMEO leaders
About the Team
Why you’ll love working here
Our employees matter. As a people-focused business, we work hard to provide meaningful rewards and development opportunities for our employees, recognizing performance, and creating a supportive working environment for them, wherever they are based.
Vibrant culture. We are committed to a diverse and rich culture, welcoming people from all walks of life. Our long-standing commitment to culture and inclusion empowers us to bring our authentic selves and unique differences to work every day.
Socially responsible. We want to minimize our products' impact on the environment and help create positive journeys worldwide. We do this by creating the best products using the most sustainable and innovative materials, methods, and models.
What we value
At Samsonite, we do more than create the bags that move with our consumer, we inspire and celebrate the moments that move them. We believe we have a responsibility to the world in how we operate, the products we sell, the communities where we live and work, and how we treat the people we employ. We're as diverse as travel itself, and like travel, your journey with Samsonite presents the opportunity to be a part of something bigger and explore your passions. This is why we offer various paths for professionals and celebrate the knowledge and skills they bring to our team. We are committed to a respectful workplace that allows our team members to bring their best selves to the workplace daily.
Samsonite is an equal opportunity employer and is committed to promoting and maintaining a work environment in which all applicants, associates, customers, and other individuals are treated with dignity and respect free from unlawful harassment, discrimination, or retaliation.
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Worksite address
mansfield, MA, 02048, US
Who can apply
Review the original listing for work authorization, qualifications and employer requirements.