Consumer Insights Manager

Primark; Boston (MA); Hybrid; USD 117,000 - 150,000; Full time

Job summary

Primark USA in Boston is seeking a Consumer Insights Manager to inform and validate US marketing and business strategies. You will build a deep understanding of Primark’s customers and priority growth audiences and lead the development of a customer insights framework.

As a core member of our Marketing and Communications team, you will work closely with Financial Planning, Product, Retail, Commercial and Enterprise Leaders to shape the strategic business and brand goals for the US.

Qualifications

• 8–10+ years managing quantitative and qualitative insight studies for a fashion or consumer brand.
• Proficient in applying both quantitative and qualitative research techniques with appropriate methodologies.
• Experience managing agencies and budgets and building strong stakeholder relationships.
• Strong storytelling skills with the ability to interpret data and translate insights into business actions.
• Excellent organizational and project management capabilities.
• Experience in a global insights team is a plus.
• Ability to travel domestically and internationally up to 20%.

Responsibilities

• Build a deep understanding of Primark’s current and future customers and translate insights into actions.
• Develop a clear, data-driven customer narrative for stakeholders and senior leaders.
• Provide ongoing intelligence on the retail landscape, consumer sentiment, market trends, competitors, and brand performance.
• Translate business questions into research objectives and methodologies, and synthesize findings into clear recommendations.
• Develop and maintain insight dashboards, trend reports, and competitive intelligence updates for business stakeholders.

Skills

Quantitative insights

Qualitative insights

Storytelling

Project management

Agency management

Stakeholder management

Cross-functional collaboration

Travel readiness

Job description

USA - Consumer Insights Manager

Location: Boston, MA (Flex - 3 days in office)

Position Summary: We are looking for an innovative, dynamic and strategic leader to serve as the Consumer Insights Manager for the US. This role is essential in informing, measuring and validating our US marketing and business strategies. This individual will build a deep understanding of Primark’s existing customers and priority growth audiences and lead the development of a customer insights framework.

As a core member of our Marketing and Communications team, this role will work closely with Financial Planning, Product, Retail, Commercial and Enterprise Leaders to shape the strategic business and brand goals for the US. This marketing role reports into the US Marketing Lead and will also collaborate very closely with the Global Consumer Insights team.

This is an exciting opportunity for a data‑obsessed, marketing savvy, results‑driven professional to craft our customer narrative and shape our strategies for US growth.

What You’ll Do Consumer Insights Manager

Narrative Building & Market Intelligence

• Build a deep understanding of Primark’s current and future customers and translate those insights into actions that drive business objectives.
• Establish a clear, compelling and data driven customer narrative that serves as the reference point for functional stakeholders and senior leaders.
• Provide ongoing intelligence on the retail landscape, consumer sentiment, shopping behavior, market trends, competitors, and brand performance.
• Translate customer insights into actionable recommendations for growth and differentiation to the Product, Marketing, Retail, and Customer Experience teams.
• Develop and maintain insight dashboards, trend reports, and competitive intelligence updates for business stakeholders.

Brand & Customer Experience Insights

• Leverage new and existing brand health and customer experience measurement programs to identify opportunities to drive brand and business objectives.
• Monitor brand awareness, consideration, affinity, and perception across customer segments and connect brand metrics to business performance, marketing effectiveness, and commercial outcomes.
• Lead consumer insight projects from end to end, aligning research activities with business priorities and strategic objectives.
• Translate business questions into research objectives and appropriate qualitative and quantitative methodologies and synthesize research findings into clear recommendations and compelling narratives that drive action.

Data & Insight Tools

• Leverage syndicated research sources, customer data, and industry intelligence to deepen understanding of U.S. consumers.
• Evaluate new data sources, technologies, and research solutions that can strengthen Primark’s consumer intelligence capabilities.
• Develop business cases for new insight investments, linking recommendations to strategic and commercial outcomes.
• Build scalable processes for sharing insights and increasing organizational understanding of customers and market trends.

What You’ll Get

We’re committed to your success and will provide you with an onboarding period in Primark’s other U.S. trading areas. Here, you’ll be empowered to succeed. As we rapidly expand across the globe, we’ll give you the tools that you need to excel. We’ll also offer you competitive benefits and work life balance – we know your life outside of the store is important.

What You’ll Bring

Qualifications & Preferred Experience

• 8 -10+ years of experience with a proven record of managing quantitative and qualitative insight studies for a fashion or consumer brand.
• Qualified in all main quantitative and qualitative research techniques with the knowledge of when/how to apply different methodologies.
• Agency and budget management with ability to build relationships, work in partnership with research agencies, trouble‑shoot effectively, spend efficiently, and communicate accountability.
• Skilled at storytelling and contextualizing results with the ability to interpret data, analyze research and articulate the implications of insights and trends.
• Highly organized with strong project management skills.
• Experience working as part of a wider global insights team is a strong plus.
• Demonstrated ability in assessing and constructively challenging working methods to create improvements in processes and results and showing initiative to propose new directions, solutions and concepts.
• Proven ability to navigate multi‑stakeholder environments with strong interpersonal skills to work cross‑functionally and generate ’buy‑in’ from internal and external stakeholder groups.
• Ability to clearly articulate work both verbally and produce high‑quality, relevant and impactful insight deliverables including reports, presentations and facilitate meetings and workshops.
• Ability to travel as needed for market visits, conferences and internal meetings (domestic & international) - 20% of the time.

Excited? Good. Because it’s energising to put your skills to work, in a growing global business committed to helping people express themselves – and feel a sense of belonging.

We encourage all our people to grow, learn, and develop, and we can’t wait to see how you’ll positively impact colleagues in this role Consumer Insights Manager.

The pay range for this role is: 117,000 to 150,000

This is a good faith estimate of the minimum and maximum we would pay for this role at the time of this posting. The base pay rate offered will account for internal equity and may vary depending on the candidate’s geographic region of work, job‑related knowledge, skills, and experience, among other factors.

Our fashion isn’t one‑size‑fits‑all and neither is our culture. Primark promotes equal employment opportunity, we strive to create an inclusive workplace where people can be themselves, access opportunities and thrive together. It’s energising to put your skills to work, in a growing local and global business committed to helping people express themselves- and feel a sense of belonging. Because you thrive outside your comfort zone.

Primark is an equal opportunity employer. Primark does not discriminate against applicants or employees on the basis of race, color, religion, sex, disability, age, sexual orientation, gender identity, national origin, veteran status, genetic information, or any other characteristic protected by law. Primark is committed to providing access, equal opportunity, and reasonable accommodation for individuals with disabilities in employment. To request reasonable accommodation to participate in the job application or interview process, please email [e-mail] with your request. This email is not for general employment inquiries or correspondence. We will only respond to those requests that are related to accessibility of the online application system due to a disability.