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Head of Consumer Insights & Analytics

109297 Baltimore, Maryland
06/30/2018 Marketing
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Under Armour is all about performance. Because what we make empowers athletes in every form to push themselves, to turn good into great, and to stay hungry for whatever comes next. And this is exactly what we expect from each other.

Working with us means one key thing: no matter what you do, you see every day and every project as a chance to push your field forward. In every store and every office, we build teams where everyone is an MVP. And together we tackle every challenge head on. Because we work to push the gear, the game, and ourselves farther.

We’re looking for people who do more than good work.
We’re looking for the Best in Every Game.

Under Armour is the chosen brand of this generation of athletes... and the athletes of tomorrow. We're about performance - in training and on game day, in blistering heat and bitter cold. Whatever the conditions, whatever the sport, Under Armour delivers the advantage athletes have come to demand.
That demand has created an environment of growth. An environment where building a great team is vital. An environment where doing whatever it takes is the baseline and going above and beyond to protect the Brand is commonplace.
The world's hungriest athletes live by a code, a pledge to themselves and everyone else: Protect This House... I Will.  Our goal is to Build A Great Team!  Will YOU…Protect This House?!

Head of Consumer Insights and Analytics

Summary

Under Armour is a leading sports apparel, footwear and connected fitness company located in Baltimore, MD and operating globally. Over 21 years, Under Armour has developed groundbreaking products to disrupt the apparel and footwear markets and engage our customers in new ways, while continuing to drive innovation in our categories.  Our athletes including Tom Brady, Lindsay Vaughn, Stephen Curry, and Misty Copeland who continue to reinvent what’s possible in sports performance.  To continue to lead innovative growth, we are seeking a head of Consumer Insights & Analytics to join the Global Insights team, reporting to Chief Strategy Officer.  This highly valued and influential role that will help UA determine the shape of UA’s future including target markets, product development, marketing investments and marketing messaging. 

This individual will be the link to the product, brand and category teams who are charged with creating breakthrough product and messaging that engages the needs of our customers.  The role will require her/him to bring the customer profiles, personalities and needs to life within the Company and to the broader organization of category and regional country leads. Equal part anthropologist, futurist, moderator, influencer and data scientist, this senior contributor will be instrumental to driving the intersection of consumer needs to cultural relevance across new wearable technologies, connected fitness, performance wear categories and design style. 


The role will be responsible for linking the consumer to all of the key phases of the innovation lifecycle. The work will span deep qualitative and quantitative immersion, multi-source ideation, trend research and rigorous analytics. The knowledge base / toolkit required of this individual will reflect that diversity of insight needs.

KEY RESPONSIBILITIES

Consumer Insights:

  • Independently lead research and analysis on multiple, simultaneous projects
  • Envision, create and execute consumer learning priorities to address dynamic needs of the brand and key categories
  • Design, manage and execute consumer research projects (both with and without 3rd party research partners) using a variety of qualitative and quantitative research methodologies
  • Experience utilizing media models to gain insights into consumer purchase behavior and return on investment of key marketing campaigns
  • Analyze large data sets and develop custom models/algorithms to uncover trends, patterns and insights in customer data
  • Determine the right set of statistical techniques to use for a given problem, (e.g., Purchase behaviors, Propensity to buy, ‘Look alike’ modeling, etc.)
  • Demonstrated track record of turning data into meaningful and actionable business insights
  • Employ innovative new methods and approaches to uncover rich consumer insights; use insights to develop strategic approaches to engage target customers in the brand and category.
  • Leverage internal and external resources to provide the global brand team, key categories and regions with a view of trends (cultural, category, fashion, etc.) and the future that will help enable the development of differentiated customer solutions

Team Management & Activation:

  • Instill “customer led” strategic approach within the brand, category and innovation teams – helping them design a future that expands our reach and driving brand values and product innovation.
  • A Big Thinker and a driver of Big Ideas: identify and execute research that elevates Under Armour’s pioneering positioning and products.
  • Hire and develop top quality consumer research talent,  first in NA and long term globally
  • Generate high-quality, actionable insights to inform innovation opportunities throughout the product and innovation cycle
  • Lead the development of advanced analytical techniques (on a mix of transactional, demographic, web analytics, and psychographic data) to drive user awareness, engagement, retention and predictive monetization
  • Design, lead and support innovative ideation sessions to generate breakthrough thinking
  • Deliver compelling presentations with Business Partners/Senior Stakeholders driving clear understanding, empathy and accountability
  • Champion and reinforce the value of research design thinking within the team and broader organization
  • Manage Consumer Insights budgets and priorities; manage selection and day to day interaction with 3rd party agencies and recognized consumer research thought leaders. 
  • Organize, galvanize and facilitate cross-functional teams around consumer research, as well as big challenges/ideas
  • Drive deep understanding of channel segmentation within the organization, and identify consumer insights action plan to engage channel buyers.



    Opportunity identification and framing:

  • Define, prioritize and shape consumer needs-based commercially viable opportunities in the sports performance apparel, footwear and connected fitness space
  • Proven record of delivering consumer-led business outcomes
  • Demonstrated experience in bringing the consumer to all phases of Innovation and new product research and development throughout the entire development cycle: opportunity identification, ideation, concept and product development, product optimization, validation/testing, and commercialization
  • A combination of strategic, intuitive and quantitative skills – a puzzle solver, who enjoys spending time with consumers, listening to them, seeing the world thru their eyes, creatively sharing their stories and linking all of that back to the business in a way has direct impact on business decision
  • Experienced research moderator in all types of qualitative approaches
  • Proven track record of delivering on business objectives – from structuring work, people and interdependences; prioritizing; executing under tight timeframes and presenting and influencing outcomes based on learnings
  • Ability and willingness to speak up and defend the consumer POV while successfully building productive working relationships with cross functional teams
  • A natural curiosity -- always asking the next question and seeking to understand at the nuanced level to spark a new idea
  • Has a record of success in a fast-paced, high velocity environment; has shown they can operate in a consumer landscape that never sits still.

Technical Skills

  • 12 – 15+ years of innovation insights, market research, consumer insights, future trends, or related field for consumer facing companies
  • Proven skills in quantitative and qualitative research methodologies and data analysis
  • Experience developing and analyzing media models, either in-house or in partnership with third parties.
  • Experience leveraging advanced analytical techniques to build practical, data-driven programs for improving business KPIs
  • Degree in Social Sciences, Statistics, Market Research, Mathematics, Decision Science, Data Science, Econometrics, or related fields, Advanced Degree a plus
  • Proficient in mining data from multiple sources: large consumer data sets, behavioral data, social sentiment, and primary and secondary research
  • This position is based in Baltimore, MD and requires some domestic and international travel.

At Under Armour, we are committed to providing an environment of mutual respect where equal employment opportunities are available to all applicants and teammates without regard to race, color, religion, sex, pregnancy (including childbirth, lactation and related medical conditions), national origin, age, physical and mental disability, marital status, sexual orientation, gender identity, gender expression, genetic information (including characteristics and testing), military and veteran status, and any other characteristic protected by applicable law.  Under Armour believes that diversity and inclusion among our teammates is critical to our success as a global company, and we seek to recruit, develop and retain the most talented people from a diverse candidate pool. 

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