Director, Consumer Insights

Req ID: 7117 

Department: Strategy 

Status: Reg F-T Exempt, Exempt  

Location: Napa, California (US-CA)  

Workplace Location:  On-Site

Job Summary:

Trinchero Family Wine & Spirits is seeking an exceptional consumer-centered leader to establish and lead its enterprise Consumer Insights capability. This role will serve as a strategic partner to executive leadership, helping shape portfolio strategy, innovation, commercial execution, brand growth, and strategic investment decisions through a deep understanding of consumers, shoppers, markets, and emerging trends.

The Director of Consumer Insights will transform data into actionable business intelligence, build organizational capability, and champion a consumer-first mindset across the enterprise. This leader will ensure consumer understanding becomes a competitive advantage that drives growth, fuels innovation, and strengthens decision making across the business.

Reporting Structure:

The Director, Consumer Insights will report into the Strategy organization and serve as an enterprise resource across Brand Marketing, Innovation, Commercial, Finance, and Corporate Development. This structure ensures the role remains objective, future-focused, and positioned to shape the enterprise consumer learning agenda and support executive decision-making across Trinchero Family Wine & Spirits.

Essential Functions:

The following reflects management’s definition of essential functions for this job but does not restrict the tasks that may be assigned. Management may assign or reassign duties and responsibilities to this job at any time due to reasonable accommodation or other reasons.

Lead the Enterprise Insights Agenda

• Lead Trinchero’s enterprise Consumer Insights agenda, including the annual learning roadmap, priority business questions, and insight standards that embed consumer-driven decision making across the organization.

• Serve as a trusted advisor to senior leaders, providing insights that influence strategic priorities, growth initiatives, portfolio strategy, and investment decisions.

Drive Consumer-Led Growth

• Identify consumer, shopper, category, and portfolio opportunities through syndicated data, custom research, trend analysis, and marketplace intelligence.
• Collaborate with Brand and Innovation leaders to develop consumer segmentation, target audience, and occasion-based frameworks that guide portfolio, brand, innovation, and commercial strategies.
• Monitor emerging consumer, cultural, demographic, and beverage trends to identify future growth opportunities and potential business risks.

Enable Better Business Decisions

• Translate complex data and research into compelling business stories, recommendations, and executive presentations that drive action.
• Support innovation initiatives through consumer-led ideation, concept testing, packaging evaluation, pricing research, taste testing, and post-launch learning.

Build the Insights Operating Model

• Manage research budgets, external agency and vendor relationships, timelines, and project quality.
• Create tools, templates, reporting routines, and knowledge-sharing systems that make consumer and shopper learning easy to access, interpret, and apply.
• Balance strategic thought leadership with hands-on execution, ensuring insights work is practical, timely, and connected to business decisions.

Advance Data, Analytics, and AI Capabilities

• Partner in the evaluation and utilization of syndicated data resources, consumer research platforms, and analytics tools.
• Leverage modern analytics, Power BI, Microsoft 365, and AI-enabled technologies to improve consumer understanding, insight generation, and decision-making speed.

Support Strategic Growth Initiatives

• Partner with Strategy and Corporate Development teams to evaluate acquisition, partnership, and portfolio expansion opportunities through consumer, market, and brand assessments, including white space, demand space, consumer permission, portfolio incrementality, and strategic brand fit.
• Support Commercial and Sales teams with consumer, shopper, category, and retailer-relevant insights that strengthen customer stories, sell-in materials, merchandising strategies, and commercial activation plans.

Team and Capability Building

• Build scalable insights capabilities over time, including the potential to develop and lead a small internal team as business needs evolve.
• Coach cross-functional partners on how to frame better business questions, interpret consumer learning, and apply insights to decisions.
• Ensure research practices reflect beverage alcohol category dynamics, including three-tier considerations, age-appropriate research practices, and responsible marketing standards.
• Build a culture of curiosity, consumer empathy, and continuous learning across the organization.

Key Business Partners:

• Executive Leadership Team
• Strategy & Corporate Development
• Innovation
• Brand Marketing
• Commercial Sales & Sales Execution
• Finance & Demand Planning
• Public Relations & Communications

Qualifications:

• Bachelor's degree required; advanced degree preferred.
• 7 -10 years of experience in consumer insights, market research, analytics, consumer strategy, or a related field, preferably within beverage alcohol, CPG, or adjacent consumer categories.
• Strong understanding of consumer behavior, shopper dynamics, category trends, and the U.S. beverage alcohol marketplace.
• Expertise in qualitative and quantitative research methodologies, including segmentation, concept testing, brand health measurement, pricing research, and consumer journey analysis.
• Experience utilizing syndicated and consumer data resources such as Circana/IRI, NielsenIQ, IWSR, Datassential, 84.51°, Winemetrics, or similar platforms.
• Demonstrated success translating consumer and market insights into strategic business recommendations and measurable growth outcomes.
• Strong executive presence, communication, and storytelling skills, with the ability to influence senior leaders and cross-functional stakeholders.
• Proven ability to lead teams, manage external partners, and build enterprise-wide capabilities.
• Proficiency with Microsoft 365, Power BI, and AI-enabled analytics and insights tools.

Success in This Role Looks Like:

• Establishing a trusted enterprise Consumer Insights capability that is used consistently by senior leaders and cross-functional teams.
• Improving the quality, speed, and confidence of portfolio, innovation, brand, commercial, and acquisition decisions.
• Strengthening innovation hit rate, consumer relevance, and marketplace execution through better upfront learning and post-launch measurement.
• Elevating consumer and shopper understanding across the organization through clear storytelling, practical tools, and repeatable learning systems.
• Translating insights into measurable business impact, including stronger growth choices, sharper customer stories, and more disciplined resource allocation.

Working Conditions:

• Office environment
• Prolonged periods of sitting at a desk and working on a computer
• May be required to work at any of TFE's locations
• Frequent deadline pressures
• Numerous projects in progress at any given time
• Comply with company safety regulations

Salary Range: $145,000.00 -  $165,000.00  

The starting pay will be based on several factors, including but not limited to experience, training, education, and geographic location. TFE offers a comprehensive benefits package that includes medical, dental, vision, life insurance coverage, disability benefits, PTO, wellness programs and fertility and family building benefits.   We also provide a 401(k) plan where TFE may make a discretionary profit-sharing contribution.

Trinchero Family Estates provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, disability or genetics. In addition to federal law requirements, Trinchero Family Estates complies with applicable state and local laws governing nondiscrimination in employment in every location in which the company has facilities. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.