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Director of Customer Insights

Function: Marketing
Location: Staples Corporate Center, Framingham, MA US
Date posted: 3/12/2018 1:02:10 PM
Type: Full-time
Permanent / Contract: Regular
Job number: 1042781
Position Summary:

The Director of Customer Insights provides B2B and Consumer insights expertise, uncovering the customer attitudes and behaviors most likely to drive loyalty and advocacy. This individual leads the development of insights into customer attitudes and behavior across all lines of business for Staples as well as competitors. Under this leader’s direction, the insights generated will guide strategy and execution of marketing initiatives including Brand, private label, product marketing, Retail, e-commerce and North America Delivery. The Director will have the demonstrated ability to provide insights expertise as a persuasive presenter to senior executive audiences and to marshal alignment for critical research activities to close gaps in customer insights.

Key Responsibilities:
  • Partner with marketing, merchandising and business unit leaders to define needs and strategy for generating customer insights, managing execution of research activities. Translate insights into strategic implications across all business units, private label, merchandising, ecommerce and the Staples brand.
  • Continually educate and inform the marketing, merchandising, e-commerce and business teams on the business, customers and trends.
  • Manage research trackers (e.g., brand tracker, product funnel research, equity, advertising, etc.) including the socialization of key findings from those sources.
  • Drive high-functioning research and usability insights teams to explore new research methods (e.g., eye tracking, virtual planograms, etc.) that will create breakthrough insights into the customer experience. Apply experience in quantitative survey research and qualitative research methods including focus groups, ethnography and usability testing.
  • Partner with suppliers to gather insights into customer attitudes and behaviors as input into improved packaging, positioning and go-to-market programs
  • Serve as the central repository for Staples customer insight providing proactive communication to business, cross-functional partners, and agency constituents. 
  • Manage multi-million-dollar budget.
  • Establish a reliable and highly used CSAT/NPS program, creating a source of customer feedback that is perceived as critical by the business.
  • Increase availability and access to customer knowledge so it pervades marketing, merchandising and business leader decision-making
  • Create a customer insights community of practice across the organization to inform better customer-centric decision making


  • Bachelors of Science in Business, Marketing or a related discipline
  • Master’s degree strongly preferred.
  • Minimum 10 years’ experience leading customer-centric research groups in both quantitative and qualitative methodologies across design, analysis, implementation and project management ideally at a large, global company. 
  • Experienced in both B2B and B2C business/marketing environments
  • Customer satisfaction/NPS study management experience
  • Brand and customer study experience
  • Demonstrated experience leading and expert working knowledge of custom research, syndicated research, shopper insights, segmentation and choice models.
  • Experience managing a seasoned research team and a multi-million-dollar research budget.
  • Demonstrated ability as an expert and persuasive presenter to senior executive audiences.
  • Experience in qualitative research methods including focus groups, ethnography and usability testing.
  • Experience in identifying customer insight gaps, developing annual insights and learning plans, and marshaling alignment for critical research activities.
  • Understanding of information architecture principles.
  • Demonstrated success in elevating customer insights to a strategic position with organizations.

Staples is an Equal Opportunity Employer.  All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, protected veteran status, disability, or any other basis protected by federal, state, or local law.

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