Hybrid: Global Brand Insights Director

Samsonite International S.A; Mansfield (MA); Hybrid; USD 180,000 - 240,000; Full time

Job summary

Samsonite International S.A. in Mansfield, MA is seeking a Director, Consumer Insights & Brand Research to partner with the GMEO and SVP to develop a global consumer insights strategy and brand health tracking.

You will build and oversee global brand research infrastructure and establish measurement standards for brand health, positioning, consumer sentiment, and market perception. You will synthesize insights from multiple sources into actionable strategic recommendations, and partner with the

Responsibilities

• Design and oversee global brand health tracking program (awareness, consideration, desire, preference).
• Partner with research vendors on study design, execution, and analysis.
• Establish brand health measurement standards and KPI definitions across 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.
• Execute global brand positioning audits and refresh programs under SVP direction.
• Lead brand segmentation and audience targeting research and guide RMEOs to regional implementation.
• Collaborate with RMEOs to translate segmentation into regional frameworks.
• Support brand repositioning initiatives.
• 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.
• 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.
• Lead global research vendor relationships and conduct annual performance reviews.
• Ensure quality, timeliness, and rigor across all research initiatives.
• Negotiate contracts and SLAs.
• 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.
• 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.

Job description

Samsonite International S.A. in Mansfield, MA is seeking a Director, Consumer Insights & Brand Research to partner with the GMEO and SVP to develop a global consumer insights strategy and brand health tracking.

You will build and oversee global brand research infrastructure and establish measurement standards for brand health, positioning, consumer sentiment, and market perception. You will synthesize insights from multiple sources into actionable strategic recommendations, and partner with the