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Director, Customer Insights Job

DATE: Apr 9, 2019

CITY: Columbus, OH, US, 43219

Company: DSW

Req #: 86990 
Location Name: Home Office, Columbus 
Department: Marketing 


At DSW, we believe in the power of shoes. We understand shoes bring out something great from within, and since 1991 we've been helping everyone feel the rush of finding that perfect pair. So when you work for DSW, you become a part of all that. A family whose core values are comprised of passion, accountability, collaboration, and humility. You become one of us, You become a Shoe Lover!


Basic Function:

Responsible for all voice of customer work, this strategic leader will evangelize the DSW customer through qualitative and quantitative customer-centric insights.  This position will complete all customer research work, including developing a customer intelligence learning agenda, leading internal & external customer research efforts, managing an ongoing VOC program, and integrating research insights with new and existing resources that influence brand strategy, identify whitespace opportunities, and provide ongoing customer feedback to influence strategic direction and business actions.  Reporting to the VP, CRM, Digital & Marketing Analytics, this position will be highly visible with tremendous impact and influence throughout the organization.



Essential Functions:


  • Lead centralized consumer research to ensure that questions related to our customers are answered by the objective subject matter expert
  • Be the expert on our current customer and prospective customer including their needs, wants, shopping habits, perceptions, and customer journeys
  • Lead the development and execution of the customer intelligence learning agenda based on business questions, performance goals & outcomes, strategic priorities, macro trends, etc.
  • Proactively anticipate business questions and associated learning needs, using understanding of business, footwear industry dynamics, consumer attitudes, motivations and issues to ground research
  • Influence executive leadership and key stakeholders to create organizational buy-in and alignment on the value and application of consumer insights
  • Lead research studies, both qualitative and quantitative, including assessing research needs and impacts, creating research briefs/RFPs, vendor selection and management, implementation, insights generation, and actionability considerations
  • Synthesize information from both primary and secondary sources, including partnership with analytics functions to validate qualitative findings with quantitative customer and business data
  • Provide a holistic view of the customer and industry and share relevant insights to identify business opportunities and actionable recommendations
  • Present findings and actionable insights to leadership and business partners at all levels in the organization
  • Define and establish key metrics to understand and measure DSW’s position in the market (i.e. brand awareness, brand perception, NPS)
  • Develop and continuously refine capabilities, processes, vendors and tools needed to increase the speed at which insights are generated and actioned



Job Requirements:



  • Advanced proficiency in consumer research, including experience with qualitative and quantitative research methods and marketing intelligence sources
  • Insatiable curiosity, particularly related to consumer behavior and the “why”
  • Highly analytical with exceptional critical thinking skills and understanding of analytical concepts (i.e. key metrics, ROI, etc.)
  • Ability to thrive in a highly quantitative, fast-paced environment with changing business needs
  • Innovative thinker with ability to synthesize data and blend with intuition and experience
  • High degree of initiative, personal responsibility and ownership
  • Detail-oriented with strong organizational and project management skills
  • Superior process management skills with proven ability to identify and proactively solve problems
  • Ability to effectively prioritize and manage multiple projects simultaneously across the team while meeting deadlines
  • Ability to work in a multi-team environment, in which various business owners and partners require support
  • Excellent verbal and written communication skills with the ability to influence at the leadership level and with cross-functional partners
  • Advanced understanding of the balance between business and customer needs



  • Bachelor’s degree in business; Master’s degree a plus



  • 7+ years of experience in an analytical/strategic role with marketing emphasis
  • Significant experience defining and leading qualitative and quantitative research with a customer-centric approach and turning it into measurable impact
  • Retail experience strongly preferred

DSW believes that all persons are entitled to equal employment opportunities. We do not discriminate against any protected class including race, color, religion, religious creed, gender, sex, national origin, age, physical disability, mental disability, medical condition (defined as genetic information or impairments related to cancer), ancestry, marital status, family care leave, military and veteran status, citizenship status, sexual orientation, gender identity, gender expression, genetic information, or based on any protected category under federal, state, or local laws. DSW also makes reasonable accommodations for qualified applicants and associates with disabilities unless doing so creates an undue hardship, in accordance with all legal requirements. Any applicant requiring a reasonable accommodation during the application process or applicant who requires an accommodation to perform the essential functions of the job should request for accommodations by asking to speak with a Store Manager, District Manager, and Regional Manager, or by contacting Human Resources at DSW will work with the individual to attempt to identify a reasonable accommodation that will not impose an undue hardship on DSW.


Nearest Major Market: Columbus

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