Requisition ID 7902 -Posted - Strategy & Analytics - Full Time - United States - Hybrid - California - San Leandro, CA
At Ariat, we are seeking an energetic, collaborative, and forward-thinking
Director, Consumer Insight
to lead the development and application of deep consumer understanding across the business. The role will report to the Vice President of Strategy & Analytics, and work closely with the Senior Leadership Team and the broader organization. Through rigorous research, analytics, and synthesis of qualitative and quantitative insights, the Director, Consumer Insight ensures that the voice of the consumer is embedded in Ariat’s decision-making. This role will help shape product innovation, brand and marketing strategies, and go-to-market execution across Wholesale, E-Commerce, Retail and International business segments, while also identifying emerging consumer trends and opportunities for long-term growth. Ariat currently has a hybrid schedule, and this role will be working in our San Leandro, CA office a minimum of three days per week. You’ll Make a Difference By Building and leading Ariat’s consumer insight function, including qualitative research, quantitative research, and consumer analytics capabilities Developing a holistic understanding of Ariat’s consumers across Wester, Work, and English product lines, and across wholesale, online, and owned retail stores Designing and executing a range of research methodologies, including ethnography, in-depth interviews, focus groups, surveys, concept testing, segmentation, and usage & attitude studies Translating complex consumer data and research findings into clear, actionable insights with a strong articulation of the “so-what” for product, brand, and go-to-market teams Partnering closely with Merchandising, Marketing, Strategy, and Analytics teams to inform key initiatives such as assortment decisions, brand positioning, channel strategy, and customer experience improvements Managing external research and analytics vendors, including scoping work, ensuring methodological rigor, and overseeing quality, timelines, and budgets Leveraging first-party data, syndicated sources, and ad-hoc analyses to understand consumer behavior, loyalty, purchase drivers, and channel dynamics Identifying emerging consumer trends, unmet needs, and whitespace opportunities to support both near-term decisions and longer-term innovation Developing frameworks, tools, and processes that embed consumer insight consistently into Ariat’s ways of working Synthesizing insights and presenting compelling, leadership-ready materials to the Senior Leadership Team and broader organization Building, leading, and mentoring a high-performing Consumer Insight team, fostering strong collaboration and professional development About You 15+ years of experience in consumer insights, market research, analytics, or a related field; experience in apparel, footwear, retail, or consumer brands strongly preferred Deep expertise across both qualitative and quantitative research methods, with the ability to determine the right approach for different business questions Proven ability to translate consumer research into business impact, influencing product, marketing, and strategic decisions Experience managing and partnering with external research vendors and agencies, with a deep and extensive understanding of vendor landscape, capabilities, and costs Strong analytical mindset, with comfort working with data and partnering closely with analytics teams Ability to synthesize disparate inputs into clear, simple, and actionable recommendations Strong business acumen and understanding of consumer-facing businesses, including the tradeoffs across channels and categories Excellent written and verbal communication skills, with the ability to influence senior executives and cross-functional stakeholders Highly collaborative, with a demonstrated ability to work effectively across functions as a trusted thought partner Entrepreneurial mindset, with experience building, scaling, and leading insight capabilities in a growing organization Demonstrated passion for retail and apparel / footwear, and curiosity about consumers and culture About Ariat Ariat is an innovative, outdoor global brand with roots in equestrian performance. We develop high-quality footwear and apparel for people who ride, work, and play outdoors, and care about performance, quality, comfort, and style. The salary range for this position is $165,000 - $185,000 per year. The salary is determined by the education, experience, knowledge, skills, and abilities of the applicant, internal equity, and alignment with market data for geographic locations. Ariat in good faith believes that this posted compensation range is accurate for this role at this location at the time of this posting. This range may be modified in the future. Ariat’s holistic benefits package for full-time team members includes (but is not limited to): Medical, dental, vision, and life insurance options Expanded wellness and mental health benefits Paid time off (PTO), paid holidays, and paid volunteer days 401(k) with company match Team member discount on Ariat merchandise Note: Availability of benefits may be subject to location & employment type and may have certain eligibility requirements. Ariat reserves the right to alter these benefits in whole or in part at any time without advance notice. Ariat will consider qualified applicants, including those with criminal histories, in a manner consistent with state and local laws. Ariat is an Equal Opportunity Employer and considers applicants for employment without regard to race, color, religion, sex, orientation, national origin, age, disability, genetics or any other basis protected under federal, state, or local law. Ariat is committed to providing reasonable accommodations to candidates with disabilities. If you need an accommodation during the application process, email human.resources@ariat.com. Please see our Employment Candidate Privacy Policy at www.ariat.com/careers to learn more about how we collect, use, retain and disclose Personal Information. Please note that Ariat does not accept unsolicited resumes from recruiters or employment agencies. In the absence of a signed Agreement, Ariat will not consider or agree to payment of any referral compensation or recruiter/agency placement fee. In the event a recruiter or agency submits a resume or candidate without a previously signed Agreement, Ariat explicitly reserves the right to pursue and hire those candidate(s) without any financial obligation to the recruiter or agency. Any unsolicited resumes, including those submitted directly to hiring managers, are deemed to be the property of Ariat.
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Director, Consumer Insight
to lead the development and application of deep consumer understanding across the business. The role will report to the Vice President of Strategy & Analytics, and work closely with the Senior Leadership Team and the broader organization. Through rigorous research, analytics, and synthesis of qualitative and quantitative insights, the Director, Consumer Insight ensures that the voice of the consumer is embedded in Ariat’s decision-making. This role will help shape product innovation, brand and marketing strategies, and go-to-market execution across Wholesale, E-Commerce, Retail and International business segments, while also identifying emerging consumer trends and opportunities for long-term growth. Ariat currently has a hybrid schedule, and this role will be working in our San Leandro, CA office a minimum of three days per week. You’ll Make a Difference By Building and leading Ariat’s consumer insight function, including qualitative research, quantitative research, and consumer analytics capabilities Developing a holistic understanding of Ariat’s consumers across Wester, Work, and English product lines, and across wholesale, online, and owned retail stores Designing and executing a range of research methodologies, including ethnography, in-depth interviews, focus groups, surveys, concept testing, segmentation, and usage & attitude studies Translating complex consumer data and research findings into clear, actionable insights with a strong articulation of the “so-what” for product, brand, and go-to-market teams Partnering closely with Merchandising, Marketing, Strategy, and Analytics teams to inform key initiatives such as assortment decisions, brand positioning, channel strategy, and customer experience improvements Managing external research and analytics vendors, including scoping work, ensuring methodological rigor, and overseeing quality, timelines, and budgets Leveraging first-party data, syndicated sources, and ad-hoc analyses to understand consumer behavior, loyalty, purchase drivers, and channel dynamics Identifying emerging consumer trends, unmet needs, and whitespace opportunities to support both near-term decisions and longer-term innovation Developing frameworks, tools, and processes that embed consumer insight consistently into Ariat’s ways of working Synthesizing insights and presenting compelling, leadership-ready materials to the Senior Leadership Team and broader organization Building, leading, and mentoring a high-performing Consumer Insight team, fostering strong collaboration and professional development About You 15+ years of experience in consumer insights, market research, analytics, or a related field; experience in apparel, footwear, retail, or consumer brands strongly preferred Deep expertise across both qualitative and quantitative research methods, with the ability to determine the right approach for different business questions Proven ability to translate consumer research into business impact, influencing product, marketing, and strategic decisions Experience managing and partnering with external research vendors and agencies, with a deep and extensive understanding of vendor landscape, capabilities, and costs Strong analytical mindset, with comfort working with data and partnering closely with analytics teams Ability to synthesize disparate inputs into clear, simple, and actionable recommendations Strong business acumen and understanding of consumer-facing businesses, including the tradeoffs across channels and categories Excellent written and verbal communication skills, with the ability to influence senior executives and cross-functional stakeholders Highly collaborative, with a demonstrated ability to work effectively across functions as a trusted thought partner Entrepreneurial mindset, with experience building, scaling, and leading insight capabilities in a growing organization Demonstrated passion for retail and apparel / footwear, and curiosity about consumers and culture About Ariat Ariat is an innovative, outdoor global brand with roots in equestrian performance. We develop high-quality footwear and apparel for people who ride, work, and play outdoors, and care about performance, quality, comfort, and style. The salary range for this position is $165,000 - $185,000 per year. The salary is determined by the education, experience, knowledge, skills, and abilities of the applicant, internal equity, and alignment with market data for geographic locations. Ariat in good faith believes that this posted compensation range is accurate for this role at this location at the time of this posting. This range may be modified in the future. Ariat’s holistic benefits package for full-time team members includes (but is not limited to): Medical, dental, vision, and life insurance options Expanded wellness and mental health benefits Paid time off (PTO), paid holidays, and paid volunteer days 401(k) with company match Team member discount on Ariat merchandise Note: Availability of benefits may be subject to location & employment type and may have certain eligibility requirements. Ariat reserves the right to alter these benefits in whole or in part at any time without advance notice. Ariat will consider qualified applicants, including those with criminal histories, in a manner consistent with state and local laws. Ariat is an Equal Opportunity Employer and considers applicants for employment without regard to race, color, religion, sex, orientation, national origin, age, disability, genetics or any other basis protected under federal, state, or local law. Ariat is committed to providing reasonable accommodations to candidates with disabilities. If you need an accommodation during the application process, email human.resources@ariat.com. Please see our Employment Candidate Privacy Policy at www.ariat.com/careers to learn more about how we collect, use, retain and disclose Personal Information. Please note that Ariat does not accept unsolicited resumes from recruiters or employment agencies. In the absence of a signed Agreement, Ariat will not consider or agree to payment of any referral compensation or recruiter/agency placement fee. In the event a recruiter or agency submits a resume or candidate without a previously signed Agreement, Ariat explicitly reserves the right to pursue and hire those candidate(s) without any financial obligation to the recruiter or agency. Any unsolicited resumes, including those submitted directly to hiring managers, are deemed to be the property of Ariat.
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