Sr. Director, Insights & Strategy

The Blueprint (Role Profile)
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The Senior Director of Insights and Strategy leads Apex Tool Group's consumer and customer insights function and partners with the Product Marketing and Brand Teams to drive marketing and product strategy. The role sets the company's research agenda, manages a standing panel of expert advisors who test tools and evaluate new concepts, maintains the company's view of market and competitive trends and intelligence, and applies that evidence to brand positioning, portfolio direction, channel strategy, and the product pipeline. This is a remote position.

Come build your future with us!

The Build (Responsibilities)
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Marketing Strategy

• Develop customer segmentation and audience profiles across end users, distributors, retailers, and channel partners.
• Define brand positioning, messaging, and growth priorities using customer and market insights.
• Evaluate messaging, pricing, channel effectiveness, and brand health to support business decisions.

Product Strategy

• Identify customer needs and market opportunities through research and VOC insights.
• Assess and validate new product concepts through testing and field trials.
• Support innovation priorities based on customer and channel needs.

Research Management

• Lead a 12–18 month research roadmap aligned with business priorities.
• Manage research intake, prioritization, budget, and quality standards.
• Maintain and socialize a centralized knowledge library of research findings.

Expert Advisor Panel Management

• Build and manage a panel of industry professionals and end users.
• Oversee product testing, concept evaluation, and customer feedback programs.
• Track panel effectiveness and ensure representative participation.

Market \& Competitive Intelligence

• Monitor market trends, competitive activity, and channel dynamics.
• Provide insights on future demand and portfolio opportunities.
• Translate market intelligence into actionable business recommendations.

Product Development Support

• Support stage-gate product development with consumer and customer insights.
• Lead concept testing, market validation, and post-launch performance analysis.
• Establish evidence-based criteria for advancement through development stages.

Team Leadership

• Lead and develop internal and external research resources.
• Establish standards for insights generation, reporting, and knowledge sharing.
• Enable self-service access to research tools and insights across the organization.

Budget \& Vendor Management

• Manage research and intelligence budgets.
• Oversee agency and vendor relationships, contracts, and performance.
• Optimize the use of internal, external, panel, and AI-enabled research resources.

The Toolbox (Qualifications)
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• 12+ years in consumer or customer insights, market research, or marketing strategy, including at least 5 years leading and building teams
• Experience in durable goods, tools, building products, or a similar category where the buyer and the end user are often different
• Direct experience building segmentation, positioning, and brand architecture work that was adopted by the business
• Experience contributing to product portfolio and roadmap decisions
• Working fluency in both qualitative and quantitative methods
• Experience running a panel, community, or advisory council, including recruiting and retention
• Experience with distributor, industrial supply, retail, and home center channels
• Comfortable presenting to executives and working directly with end users in the field

This position’s anticipated annual salary range is $151,000— $249,000 with a performance-based discretionary bonus; at plan, this position’s bonus opportunity is 25%. Apex Tool Group’s competitive compensation package includes medical, dental, vision, life and short term and long-term coverage/insurance, 401(k) Savings Plan, educational assistance, 15 days paid vacation, and 11 paid holidays.