About the Role:
As Fetch continues to grow across its consumer and partner businesses, Marketing needs a unified understanding of the audiences, markets and cultural forces shaping growth. The Director, Marketing Insights will define how audience, consumer, cultural and market intelligence informs strategy across Fetch Marketing.
This role will set the long-term vision and operating model for Marketing Insights, connecting first-party behavioral data, third-party research, audience research, social intelligence, cultural signals and market intelligence into actionable business decisions. Working across Brand, Consumer Marketing, Product Marketing, Growth Marketing, Partner Marketing and The Rewards Lab, this leader will help Marketing understand who we should reach, where we can grow and what matters next.
This is more than a research function. The Director will establish the strategic questions Marketing should be asking, build the capabilities to answer them and translate intelligence into recommendations that influence audience strategy, positioning, campaign direction, investment and growth.
This is a full-time role that can be held from one of our US offices or remotely in the United States.
Role Responsibilities:
Market Insights Strategy & Audience Intelligence
- Define the long-term vision, strategy and roadmap for the Marketing Insights function.
- Establish a shared Marketing framework for audience segmentation, personas, audience research, behavioral intelligence, cultural intelligence and TAM.
- Integrate first-party behavioral data, third-party research, social intelligence, qualitative insights and market signals into a differentiated view of Fetch's audiences and markets.
- Anticipate emerging audience, cultural, competitive and market shifts and proactively identify the opportunities and risks that matter most.
- Determine the research capabilities, methodologies, data sources, technology, AI-enabled tools and external partnerships needed to support Marketing's evolving intelligence needs.
Strategic Marketing & Data Storytelling
- Shape marketing strategy by translating intelligence into recommendations that influence audience prioritization, positioning, go-to-market strategy, campaign direction and Marketing investment.
- Advise Marketing leadership on trade-offs across audiences, initiatives, markets, and investment opportunities, balancing consumer opportunity, business impact, brand considerations, cost and risk.
- Partner across Brand, Consumer Marketing, Product Marketing, Growth, Partner Marketing and The Rewards Lab to embed insights into planning and decision-making.
- Transform proprietary data and research into compelling narratives that strengthen Fetch's B2C and B2B storytelling and differentiation.
- Partner with teams responsible for external insight programs, including Fetch Finds, contributing proprietary audience and market intelligence that strengthens their work.
- Bring an independent, evidence-based point of view to annual planning, major initiatives and strategic decisions.
Organizational Leadership & Capability Building
- Design and scale the Marketing Insights organization, establishing clear ownership across audience, research, social intelligence and related capabilities.
- Build the right mix of internal talent, external partners, syndicated research, technology and AI-enabled capabilities based on business value and strategic need.
- Embed insights into Marketing's planning, campaign, positioning, audience prioritization and investment processes through repeatable frameworks and operating mechanisms.
- Develop and lead a high-performing team, creating leadership depth and enabling the organization to scale beyond individual contributors.
- Establish standards for quality, rigor and effective use of insights across Marketing.
What Success Looks Like:
- Establish Marketing Insights as a trusted strategic capability across Brand Experience.
- Drive measurable changes in audience strategy, positioning, campaign direction, investment priorities and growth decisions through evidence-based insights.
- Create a differentiated, proprietary understanding of Fetch's audiences, markets and cultural context.
- Embed shared audience and market intelligence into Marketing planning and decision-making.
- Build a scalable Insights organization with strong systems, clear ownership and leadership depth.
Qualifications:
- 8+ years of experience in marketing insights, audience strategy, consumer insights, market research, strategic planning, analytics or a related discipline.
- Demonstrated experience leading or building an Insights, Audience Strategy, Consumer Insights or Market Research function.
- Deep experience with audience segmentation, personas, audience research, market intelligence and strategic frameworks.
- Proven ability to synthesize first-party data, third-party research, cultural intelligence and market signals into executive-level recommendations.
- Demonstrated experience influencing senior leaders and translating insights into meaningful marketing or business decisions.
- Experience prioritizing an Insights portfolio, allocating resources and managing external research partners or vendors.
- Demonstrated success building and developing high-performing teams and future leaders.
- Strong executive communication, storytelling and strategic problem-solving skills.
- Curiosity about people, culture, markets and the behaviors that shape business growth.
Compensation:
At Fetch, we offer competitive compensation packages including base, equity, and benefits to the exceptional folks we hire. The base salary range for this position is $146,200-$172,000. Discover our benefits and how our employees live rewarded at https://fetch.com/careers.