Director Consumer Insights

Bimbo Bakeries USA; Irving (TX); On-site; USD 151,000 - 212,000; Full time

Benefits offered by this job

Annual bonus

Benefits package

Paid time off

401k match

Job summary

BBUSA is undergoing a transformation to accelerate brand growth. As part of the Marketing Center of Excellence (MCOE), the Director will drive a consumer-obsessed culture and oversee AI-enabled insights and long-range innovation planning to futureproof BBUSA’s tools and launches.

The role reports to the Senior Director of Consumer Insights and requires leading a team across transformation initiatives, with collaboration across IT, Data, and enterprise AI functions to deliver faster, deeper, and

Qualifications

• Bachelor’s degree required; Master’s degree strongly preferred.
• 10+ years in insights or related role with data-driven solutions.
• 7+ years managing direct reports and leading transformation.

Responsibilities

• Lead CI transformation strategy and road mapping.
• Define CI ways of working and training for AI usage.
• Collaborate with IT, Data, and enterprise AI teams to enable AI-enabled insights.

Skills

AI awareness

Strategic thinking

Transformation leadership

Cross-functional leadership

Communication

Education

Bachelor's degree

Master's degree

Job description

Have you ever enjoyed Arnold®, Brownberry® or Oroweat® bread? A Thomas’® English muffin or bagel? Or perhaps snacked on a Sara Lee®, Entenmann’s® or Marinela® cake or donut? If the answer is yes, then you know Bimbo Bakeries USA!

More than 20,000 associates in bakeries, sales centers, offices and on sales routes work to ensure our consumers have the freshest products at every meal. In addition to competitive pay and benefits, we provide a safe and inclusive work environment that appreciates diversity, promotes development and allows our associates to be their authentic selves.

Come join the largest baking company in the world and our family of 20,000 associates nationwide!

Top Reasons To Work At Bimbo Bakeries USA

Salary Range: $151,300 - $211,800

Annual Bonus Eligibility

Comprehensive Benefits Package

Paid Time Off

401k & Company Match

Position Summary:

Bimbo Bakeries USA, Inc. (BBUSA) is transforming to accelerate brand growth. As part of the Marketing Center of Excellence (MCOE) group reporting to the Senior Director of Consumer Insights (CI), the Director will contribute to building a consumer obsession culture at BBUSA. The focus areas will be to modernize insights given AI-driven advancements of methods and solutions, and to support the transformative breakthrough innovation pipeline of 3+ years out. This leadership role connects CI strategy, business processes, data capabilities, and enterprise partners to deliver faster, deeper, and more actionable insights to futureproof BBU tools and launch successful innovation. The director’s team has roles covering transformation initiatives intersecting with insights, 3+ innovation launch windows, and future trends. This is not an IT or systems delivery role. Instead, the focus is on business transformation, operating model evolution, AI enabled research approaches and workflows, and long range strategic readiness, including support for product innovation and business model pipelines 3+ years into the future.

Key Responsibilities

• CI Transformation Strategy & Road Mapping
• Shape the long-term CI transformation agenda across process modernization, data usage, reporting evolution, and AI adoption.
• Define CI ways of working and training others to enable BBU toward valid, repeatable, and responsible effective AI usage.
• Critically assess and identify opportunities to use AI assisted insights, automation, and advanced analytics to improve insight speed and quality.
• Build an integrated roadmap that combines human expertise with AI enhanced workflows.
• Ensure CI capabilities support future Innovation planning and launches, including long range foresight and scenario needs.
• Insights Impact & Value Acceleration
• Identify opportunities where AI enhances synthesis speed, trend detection, and storytelling. Foster experimentation with AI tools (e.g., narrative generation, synthesis, ideation) while maintaining rigor and quality.
• Support pilots and proofs of concept exploring emerging AI capabilities relevant to CI and future Innovation planning.
• Drive adoption of new CI processes, tools, and AI enabled methods through leadership and tactics (such as create training and enablement materials that build AI literacy across the team).
• Cross Functional Orchestration
• Lead transformative cross-category insights, learning, and analysis. Serve as CI’s primary partner to business technology (IT), legal for supplier approval, Data, and enterprise AI teams, representing CI needs in platform and data decisions.
• Coordinate change with Marketing, Strategy, Category, and Innovation partners to embed AI supported insights into business and long horizon Innovation cycles.
• Operating Model, Governance & AI Stewardship
• Maintain frameworks for intake, prioritization, governance, and insight quality.
• Establish principles for responsible AI usage, including validation, accuracy checks, privacy, and human oversight.
• Ensure alignment with organizational policies, brand tone, and consumer data governance.

Key Behavioral Competencies

• Passion for Insights, empathy for consumers and what they need and want (spoken or not) with the ability to help build plans to deliver. Proven track record of developing and deploying new ways to bring better insightful thinking, approaches, and ideas to innovation; Passion for leading and inspiring an insights team, embracing the latest thinking from behavioral science, sociology, advertising, and human insights.
• Strategic thinker with strong AI awareness, able to integrate AI while keeping human judgment central.
• Transformation leader experienced in evolving operating models and driving change at scale. Pushing “past the status quo” is a must.
• Business technology translator who articulates clear, actionable business needs to technical partners.
• Strong communicator and simplifier able to break down complexity for diverse audiences in a complex cross-category occasions/brand and portfolio environment. Experience with various portfolio projects (Price-Pack-Architecture, occasions, needs, etc.).
• Curious, adaptive, future focused, with a continuous improvement mindset.

Leadership Competencies

• Situational Adaptability – Adapts approach and attitude in real time, according to the changing demands of different solutions.
• Drives Engagement - Creates a climate where people are motivated to do their est to help the organization achieve its objectives.
• Ensures Accountability – Holds self and others accountable to meet commitments.
• Manages Complexity – Makes sense of complex, high quantity, and sometimes contradictory information to effectively solve problems.

Education And Work History

• Bachelor’s degree required. Master’s degree is strongly preferred in business, psychology, social studies, anthropology, or similar, Data & Analytics, Information Systems, Strategy, or related fields.
• Minimum of 10 years in an insights function or role, with increasing focus on data-driven solutions (for example, 5+ years in enterprise architecture, business transformation).
• Experience that shows career growth, upskilling organizations (insights and reach into other functions), integrating data sources, successful trial or adoption of at least three new AI insights approaches/suppliers required; seven years of managing direct reports.
• Understanding of AI use cases for research with a building philosophy about AI for the field along with openness to adapt as the AI solutions develop.
• Experience leading a team, structured process redesign and organizational change.
• Ability to work effectively across technical and nontechnical teams.

Preferred Success Examples

• Measurable improvements across CI processes, including support for future Innovation launches.
• Integration and strong governance for safe AI usage across CI.
• Increased adoption and confidence in AI enabled capabilities.

The physical and mental demands described here are representative of those that must be met by an associate to successfully perform the essential functions of this job. Reasonable accommodations may be requested to enable individuals with disabilities to perform the essential functions.

Bimbo Bakeries USA is an equal opportunity employer with a policy that provides equal employment opportunity for applicants and employees regardless of race, color, religion, sex (including pregnancy, sexual orientation, or gender identity), national origin, age, disability, genetic information, marital status, veteran status, any other classification protected by law.

It is unlawful in Massachusetts to require or administer a lie detector test as a condition of employment or continued employment. An employer who violates this law shall be subject to criminal penalties and civil liability.