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Vans: Senior Analyst, Global Consumer Insights



Costa Mesa, CA, USA
Posted on Thursday, May 23, 2024

The Senior Analyst, Consumer Insights drives Vans’ Global product research program and brand campaign testing capabilities with the goal of optimizing product and brand creative executions resulting in positive in-market performance. You will work closely with global and regional marketing teams, and partner with data and analytics experts within Vans, VF’s central functions and external agencies to deliver actionable product and marketing insights.

In this consultative role, you will ensure that insights derived from research are effectively communicated and actionable throughout the organization, which includes identifying meaningful product opportunities and risks, and generating insights to shape creative campaigns.

You possess strong interpersonal and collaboration skills, deep understanding of market research methodologies, passion for understanding consumer behavior and market dynamics, and experience in project/vendor management. This role requires an individual who is proactive in their approach to work, relentlessly curious, and experienced in leveraging data and insight to influence strategy.

Join the Vans Family

Vans® is the original action sports footwear company, rooted in authenticity and creativity. Founded in 1966, we have thrived on a legacy of impacting our greater community through four pillars: action sports, music, art and street culture. We are constantly inspired by the creative voyagers within our company and community. For them, creativity is about the journey, not just the output. Our mission is to empower everyone to use creativity to discover themselves. Our vision is to create a world where anyone can be their unique self.

At Vans, our culture sets us apart and influences everything we do. We are driven by our five values: We have HEART – also referred to as the “Van Doren Spirit”. We are relentlessly CURIOUS about our consumers and the world around us. We are UNAPOLOGETICALLY AUTHENTIC and whole heartedly believe the most “Off the Wall” thing you can do is be yourself. We are driven by a spirit of INGENUITY. And we are passionate about local COMMUNITIES. And most of all, we are a family that has fun together.

At Vans we empower creative exploration and inspire youth culture through a commitment to inclusivity. We welcome anyone and everyone into our global family and proudly celebrate and environment where individuality is embraced, equal opportunities thrive, and everyone is empowered to reach their greatest potential.

By joining our family, you will be immersed in an environment of incredibly supportive and collaborative people. We work hard across a multitude of initiatives to bring the Van Doren Spirit to life. We live for what we do.

How You Will Make a Difference

What you will do:

  • Collaborate with business partners and team members to translate business questions into research briefs.
  • Design, Coordinate, and execute all phases of learning plans, including design of research, logistics, fielding, analysis and creation of deliverables.
  • Engage directly with data and market research providers (internal and external) to ensure Vans receives required inputs for ongoing analysis.
  • Serve as an influencer with business partners, representing the voice of the consumer through compelling storytelling and facilitation of implications and recommendations to key decision makers and other stakeholders.
  • Lead, conduct, and manage delivery of the global product insights through qualitative and quantitative research across all regions (APAC, EMEA and Americas) embedding insights within the go to market process, ensuring insights are accurate and actionable.
  • Lead, conduct, and manage delivery of Brand Creative Testing through qualitative and quantitative research across key regions, ensuring insights are accurate and actionable.

How you will do it:

  • Ensure familiarity of marketing goals, seasonal campaign plans, and priorities.
  • Coordinate and manage external and internal partners along all stages of the go to market process to meet key dates for product, marketing, assortment optimization.
  • Establish and maintain strong relationship with external vendors. Manage contracts, timelines, deliverables, and budget allocation for vendor projects. Ensure vendor’s methodologies align with Vans’ goals and standards.
  • Partner closely with global and regional teams, such as marketing, product, merchandising, ensuring proper synchronization of insights to inform product, assortment, and marketing optimizations.
  • Translate insights into clear, actionable insights for stakeholders across the organization.
  • Work closely with the marketing teams to ensure that insights are implemented effectively in campaign planning and execution.
  • Uphold the highest standards of quality, accuracy and integrity in all research projects and deliverables.
  • Stay updated with the latest trends, tools, and methodologies in market research.

What success looks like:

  • Effective stewardship of Vans’ product testing capability program that delivers actionable insights and informs global and regional product development and optimization.
  • Ensure product testing capability continually drives increases in product in-market performance through optimization of product, assortment, and marketing.
  • Established process and consistent execution to evaluate creative, resulting in optimization to improve brand reach, relevance, resonance across targeted audiences.
  • Established credibility as Vans’ trusted go-to expert for product testing research and brand campaign research.

Free To Be, Inclusion & Diversity

As a mission-led, performance driven company, we strive to foster a culture of belonging based on respect, connection, openness and authenticity. We are committed to building and maintaining a workplace that celebrates the diversity of our associates, allowing them to bring their authentic selves to work every day.

Skills for Success

Years of Related Professional Experience: 5+ years

Educational Position Requirements:

A formal education and subsequent undergraduate/graduate degrees are nice to have, but we are most interested in your total experience and professional achievements.

What we expect you already know:

  • Deep experience with both custom research (qualitative & quantitative) in support of product initiatives.
  • Compelling, persuasive oral and written communication skills
  • Proven ability to build strong cross-functional relationships.
  • Proficiency with SPSS, Desktop Reporter, or other statistical packages with the ability to direct vendors in their use or application.
  • Experience working in the retail or FMCG/consumer goods industry.
  • Proven experience managing external vendors and cross-functional projects.
  • Understanding of how global and regional teams integrate with one another at a large size brand.
  • General knowledge of a go-to-market process.
  • Understanding of the MarTech/AdTech landscape.

What we will teach you:

  • Expand on your existing experience by navigating insights across eCommerce, digital, and physical marketing channels for a global brand and with access to other iconic brands within VF’s portfolio.
  • Drive increasing business impact by shaping decisions with strategic analytics and compelling storytelling.
  • Increase personal efficiency and influence by partnering with and leveraging existing resources and capabilities.

VF Guiding Principles: Live with Integrity, Act Courageously, Be Curious, Act with Empathy, and Persevere.

What’s in it For You

We’re in the business of unleashing human potential, driven by the ideas, energy and commitment of our people. That’s why we offer comprehensive benefits that encourage mental, physical and financial well-being for all VF associates. When it comes to benefits, we’re the total package. Go to MyVFBenefits.com and click on “Looking to Join VF?” to learn more.

Our Parent Company, VF Corporation

VF is one of the world’s largest apparel, footwear and accessories companies connecting people to the lifestyles, activities and experiences they cherish through our family of iconic outdoor, active and workwear brands. At the heart of our journey lies our company-wide purpose: We power movements of sustainable and active lifestyles for the betterment of people and our planet. This is our purpose. It’s the reason we come to work every day. It’s a commitment shared by our global associates across all brands. Our purpose unites us and leads us to pursue our goals, together. This is our calling. Learn more at vfc.com

We just have one question. Are you in?

Hiring Range:

$77,760.00 USD - $97,200.00 USD annually

Incentive Potential: This position is eligible for additional compensation awards that may include an annual incentive plan, sales incentive, or commission potential. Specific details of the additional compensation eligibility for this position will be provided during the recruiting and interview process.

Benefits at VF Corporation: You can review a general overview of each benefit program offered, including this year's medical plan rates on www.MyVFbenefits.com and by clicking Looking to Join VF? Detailed information on your benefits will be provided during the hiring process.

Please note, our hiring ranges are determined and built from market pay data. In determining the specific compensation for this position, we comply with all local, state, and federal laws.

At VF, we value a diverse, inclusive workforce and we provide equal employment opportunity for all applicants and employees. All qualified applicants for employment will be considered without regard to an individual’s race, color, sex, gender identity, gender expression, religion, age, national origin or ancestry, citizenship, physical or mental disability, medical condition, family care status, marital status, domestic partner status, sexual orientation, genetic information, military or veteran status, or any other basis protected by federal, state or local laws. If you are unable to submit your application because of incompatible assistive technology or a disability, please contact us at peopleservices@vfc.com. VF will reasonably accommodate qualified individuals with disabilities to the extent required by applicable law.

Pursuant to all applicable local Fair Chance Ordinance requirements, including but not limited to the San Francisco Fair Chance Ordinance, VF will consider for employment qualified applicants with arrest and conviction records.