Consumer Insights Lead, Electrical Products Division

Southwire Company; Carrollton (GA); On-site; USD 110,000 - 160,000; Full time

Benefits offered by this job

401k with Matching

Health & Dental Insurance

Paid Time Off

Disability Insurance

Supplemental Insurance

Employee Assistance Program

Tuition Reimbursement

Advancement Opportunities

Job summary

Southwire Company, a leading North American wire and cable producer, is seeking a Lead Analyst, Consumer Insights for its Electrical Products Division. This role translates contractor, distributor, and end-user data into actionable insights that drive product innovation, go-to-market strategy, and business growth.

The position sits at the intersection of market research, analytics, and strategy, turning raw data into clear recommendations that shape product roadmaps, channel strategy, and

Qualifications

• Bachelor's degree required; specialized degrees in Marketing, Market Research, Analytics or related fields preferred.
• 8–11 years of experience in consumer insights, market research, or related roles for industrial or manufacturing markets.
• Experience translating data into product, GTM and customer-experience initiatives.

Responsibilities

• Design and execute quantitative and qualitative research (surveys, interviews, field testing).
• Analyze contractor, distributor, and end-user data to identify buying patterns and unmet needs.
• Develop actionable insights to influence product roadmaps and channel strategy.
• Build segmentation models and partner with Product Management to embed insights into NPI.
• Translate insights into requirements, prioritization, and value propositions.

Skills

Customer Success Management

Data Synthesis

Market Research

Market Segmentation

Marketing Analytics

Primary Research

Process Improvement

Quantitative Research

Secondary Research

Education

Bachelor's Degree

Tools

Tableau

Power BI

Job description

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Consumer Insights Lead, Electrical Products Division

A leader in technology and innovation, Southwire Company, LLC is one of North America’s largest wire and cable producers. Southwire and its subsidiaries manufacture building wire and cable, utility products, metal-clad cable, portable and electronic cord products, OEM wire products and engineered products. In addition, Southwire supplies assembled products, contractor equipment, electrical components, hand tools andjobsite power and lighting solutions. The company also offers digital solutions including contractor planning and utility grid resiliency as well as field services including cable testing, rejuvenation and replacement to support our customers as a value-add partner.We are proud to offer competitive compensation, employee benefits, tuitionreimbursement andunlimited growth opportunities. Ourmore thanseven decades of progressive growth can be attributed to our determination to developinginnovative systems and solutions, exercising environmental stewardshipand enhancing the well-being ofthe communitiesin which we work and live.How will you power what’spossible?

Job Summary

The Lead Analyst, Consumer Insights is responsible for obtaining and translating contractor, distributor, and end-user data into actionable insights that drive product innovation, go-to-market strategy, and business growth within the Electrical Products portfolio. This role serves as the voice of the customer, enabling data-driven decisions across product development, marketing, and commercial execution.

This position bridges market research, analytics, and strategy, transforming raw data into clear recommendations that influence product roadmaps, channel strategy, and customer experience.

Key Responsibilities

• Design and execute quantitative and qualitative research (surveys, jobsite interviews, field observations, product field testing, VOC programs)
• Analyze contractor behavior, buying patterns, and unmet needs across electrical categories
• Develop actionable insights on product usage, installation pain points, and productivity drivers
• Build segmentation models (contractor type, application, channel, jobsite needs)
• Partner with Product Management and Engineering to embed customer insights into NPI pipeline
• Translate insights into product requirements, feature prioritization, and value propositions
• Identify whitespace opportunities for new products and adjacent category expansion
• Analyze competitor products, channel strategies, and share shifts
• Convert complex data into clear, concise insights and recommendations.
• Establish best practices for insights methodologies and data integrity

Required Education & Experience

Bachelor's Degree

Specialized Degree: Marketing, Market Research, Business Analytics, Product Management, Engineering, Communications, Psychology, Sociology, or related field

8-11 Years Experience

Field(s) of Expertise:

Consumer insights, market research, VOC strategy, product marketing, commercial analytics, or related field supporting industrial, contractor, or manufacturing markets.

Consumer research, contractor/distribution channels, commercial or residential construction markets, B2B product insights, or industrial/manufacturing environment, Commercial & Residential Construction

Preferred Education & Experience

Specialized Degree: Marketing Research, Business Analytics, Market Intelligence, Product Management, Engineering, Psychology, Sociology, or related field

12-14 Years Experience

Field(s) of Expertise:

Consumer insights, market research, product strategy, or commercial analytics
Electrical products, construction products, industrial manufacturing, contractor research, channel marketing, or B2B customer insights

Certifications/Licenses:

Certifications in Market Research, Data Analytics, Product Management, or VOC methodologies
Pragmatic Institute Certification
Certified Market Research Analyst (CMRA)
Insights Association coursework/certifications
Tableau or Power BI certification
Product Management certification

Spans of Control

Does this role manage Southwire team members: No

Travel

Domestic - up to 50% of time

Physical Requirements

Driving - 15% of time

Standing - 30% of time

Sitting - 25% of time

Walking - 30% of time

Working Conditions

Office

Laboratory

Plant/Warehouse Floor

Job Site

Equipment

Hard Hat

Computer/Keyboard

Safety Glasses

Safety Shoes

Safety Vest

Power Tools

Action Oriented

Balances Stakeholders

Customer Focus

Nimble Learning

Plans and Aligns

Skills

Customer Success Management

Data Synthesis

Market Research

Market Segmentation

Marketing Analytics

Marketing Performance Measurement And Management

Primary Research

Process Improvement

Quantitative Research

Secondary Research

Benefits We Offer:

• 401k with Matching
• Family and Individual Insurance Packages (Health, Life, Dental, and Vision)
• Paid Time Off & Paid Holidays
• Long & Short-Term Disability
• Supplemental Insurance Plans
• Employee Assistance Program
• Employee Referral Program
• Tuition Reimbursement Programs
• Advancement & Professional Growth opportunities
• & More

Southwire is an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, protected veteran status, or any other characteristic protected by law.