Director of Consumer Insights

POSITION TITLE: Director of Consumer Insights

Reports to: Chief Brand and Marketing Officer

Direct Reports: N/A

FLSA: Salary, Exempt

COMPENSATION: $130,000- $150,000 annually

JOIN OUR TEAM

At VASA Fitness, we want to create an uplifting experience for everyone by offering inclusive, accessible, and on-trend fitness. The foundation of our brand is rooted in a culture centered on unity, passion, love, integrity, fun, and trust. Because our culture is alive--embodied by members and team members alike--VASA is a place where lives are changed because of authentic connections made within our supportive community.

Our people BELIEVE in our brand, are HARD WORKING, have HIGH STANDARDS, and GIVE ENERGY to others.

BENEFITS

We offer a competitive, all-encompassing benefits package which includes healthcare benefits for employees who work 20+ hours per week. All employees receive two complimentary gym memberships--one for themselves and another to give away--plus 401k options.

• 30+ hours per week employees: Paid Time Off (hourly), Health, Dental, Vision Benefits and Paid Parental Leave (in addition to above)
• 40 hours per week employees: Flexible Vacation Plan (salary) & Paid Holidays (in addition to above)

Come join VASA Fitness and join a passionate, fun, and united team!

We are proud to be a 'Great Place to Work' certified company!

PURPOSE

VASA Fitness is seeking a dynamic and strategic Director of Consumer Insights to lead efforts in understanding consumer behavior, preferences, and trends within the fitness industry. This role will be essential in driving data-informed decisions that shape marketing strategies, product offerings, and customer experiences. The Director of Consumer Insights will collaborate with cross-functional teams to provide actionable insights that fuel growth and enhance customer satisfaction, with a special focus on leveraging data to optimize business outcomes. This role will also play a pivotal part in positioning VASA Fitness at the forefront of understanding the fitness consumer to deliver continued brand growth, relevance and operational excellence in existing and new markets.

KEY DELIVERABLES

Consumer Insights Strategy:

• Develop and implement a comprehensive consumer insights strategy aligned with the company's overall business objectives.
• Identify key research areas and methodologies to gather in-depth insights into customer behavior, preferences, and market trends.
• Create a roadmap for ongoing consumer research initiatives that inform product development, marketing campaigns, and customer engagement strategies.
• Ensure insights are used to support both short-term tactics and long-term strategic planning.

Market Research:

• Lead qualitative and quantitative research studies, including surveys, focus groups, customer interviews, and digital analytics.
• Monitor and analyze industry trends, competitive landscape, and consumer data, offering strategic foresight on opportunities and risks within the market.
• Stay ahead of emerging consumer trends and behavioral shifts within the fitness industry, ensuring the organization stays agile.

Data Analysis & Reporting:

• Synthesize complex data from multiple sources into actionable insights that drive strategic decision-making across the organization.
• Develop dashboards, reports, and presentations that clearly communicate insights to stakeholders at all levels.
• Integrate consumer insights into key initiatives, including marketing campaigns, product development, and customer experience enhancements.
• Ensure the voice of the customer is at the forefront of business decisions by providing clear, data-driven recommendations.

Cross-Functional Collaboration:

• Partner closely with Marketing, Product Development, Operations, and other key departments to ensure consumer insights influence major business decisions.
• Lead collaborative workshops and presentations to share insights and shape the company's strategic direction.
• Serve as a customer advocate in cross-functional discussions, pushing for data-driven solutions to improve the customer experience and enhance loyalty.

Leadership:

• Influence others to promote a customer-centric approach and learning mindset, fostering a culture of curiosity and continuous improvement.
• Manage external research partners and vendors to ensure quality, cost-effective delivery of insights.

Innovation & Continuous Improvement:

• Stay current with industry trends, research methodologies, and emerging tools to keep VASA Fitness at the cutting edge of consumer insights.
• Drive the development of new tools and techniques for gathering and interpreting consumer data.
• Continuously refine and optimize the consumer insights function to increase efficiency, accuracy, and business impact.

MINIMUM QUALIFICATIONS

• Bachelor's degree in marketing, Business, Psychology, or a related field.
• 8+ years of experience in consumer insights, market research, or a related field, with a proven track record of driving strategic initiatives.
• Strong analytical skills with the ability to translate complex data into clear, actionable insights.
• Expertise in both qualitative and quantitative research methodologies, including segmentation, conjoint analysis, and customer journey mapping.
• Experience in the fitness, wellness, and/or lifestyle industries preferred.
• Excellent communication and presentation skills, with a proven ability to influence stakeholders at all levels, including executive leadership.
• Proficiency in data analysis tools (e.g., SPSS, Tableau, Google Analytics) and experience with digital analytics and consumer behavior platforms.
• Strong project management skills, with the ability to solve problems while balancing multiple priorities in a fast paced, dynamic environment.
• Open-minded to new approaches and ability to think outside the box to come up with winning ideas.
• Optimistic mindset with a roll-up-your-sleeves attitude.
• Strong leadership skills and proven ability to communicate the why and how.
• Naturally collaborative, with the desire to grow and leverage relationships at all levels.
• Self-motivated with a high degree of ownership, sense of urgency, and ability to work independently as well as collaboratively.
• Passion for fitness and bringing healthy living to as many people as possible.
• Proficient in Microsoft Office Suite.

KEY COMPETENCIES

• Consumer-Centric Mindset: Deep understanding of consumer behaviors, with the ability to identify and predict trends before they arise.
• Innovative Problem Solving: Ability to think creatively and challenge the status quo, driving innovation in consumer research techniques.
• Business Acumen: Understanding of how consumer insights impact broader business decisions, including product innovation, brand strategy, and go-to-market approaches.
• Collaboration and Influence: Proven ability to work cross-functionally, collaborate with diverse teams, and influence decision-making at all levels.

PHYSICAL AND MENTAL ACTIVITIES AND REQUIREMENTS

• Talking: Especially where one must frequently convey detailed or important instructions or ideas accurately, loudly, or quickly.
• Physical Strength: Non-Sedentary work, standing and walking most of the time. Must be able to lift, push, pull, and move a minimum of 50 pounds.
• Reasoning Ability: Ability to deal with a variety of variables under limited standardization. Able to interpret various instructions and relay instructions to clients
• Attendance is an essential duty of the position. Employees must work regularly scheduled shifts, during business hours to assist members and sell services in-person.

This position description intends to describe the general nature and level of work being performed by people assigned to this job. It is not intended to include all duties and responsibilities. The order in which duties and responsibilities are listed is not significant.

VASA Fitness is an Equal Opportunity Employer