Director, Consumer Insights & Brand Research

Tumi
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📍 Mansfield, MA, United StatesFull time

About this role

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 (< 4 weeks)
  • 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
Who we are:
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.

Frequently Asked Questions

Is the salary disclosed for the Director, Consumer Insights & Brand Research position at Tumi?
The salary for this Director, Consumer Insights & Brand Research role at Tumi is not publicly listed. Click "Apply Now" to learn more about the compensation package on their official careers page.
Where is the Director, Consumer Insights & Brand Research position at Tumi located?
This Director, Consumer Insights & Brand Research role at Tumi is based in Mansfield, MA, United States. The position is listed as on-site or hybrid. Check the full job description or apply directly to confirm the work arrangement.
Is the Director, Consumer Insights & Brand Research role at Tumi full-time or part-time?
This is listed as a Full time position. It is posted as a Director, Consumer Insights & Brand Research role at Tumi.
How do I apply for the Director, Consumer Insights & Brand Research position at Tumi?
Click the "Apply Now" button on this page. You will be redirected to Tumi's official application portal hosted on oraclecloud where you can submit your application directly.
When was the Director, Consumer Insights & Brand Research job at Tumi posted?
This Director, Consumer Insights & Brand Research position at Tumi was posted on Aug 21, 2026. Apply as soon as possible — early applications are often reviewed first.
Director, Consumer Insights & Brand Research
Tumi
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