Sr. Director, Consumer Intelligence & Strategy​

WHO ARE WE?

We are the VMS Co-Op, a group of fast growing companies in the Vitamins, Minerals and Supplements (VMS) space. The VMS Co-Op includes OLLY, SmartyPants and future acquisitions to come! This position's home company is OLLY.​

THE ROLE: SENIOR DIRECTOR - CONSUMER INTELLIGENCE AND STRATEGY​

At OLLY and SmartyPants, we believe the best growth strategies start with a deep understanding of people. As Senior Director, Consumer Intelligence & Strategy, you will lead OLLY/SPV's Consumer Intelligence & Strategy function, setting the consumer and growth intelligence agenda and ensuring consumer understanding directly shapes growth choices, innovation priorities, and commercial decisions.​

This role sits at the center, partnering across Brand, Innovation, Sales, eCommerce, Finance, and Marketing to ensure our most important decisions are rooted in consumer understanding and actionable intelligence. You will lead a team responsible for consumer insights, analytics, foresight, AI-enabled intelligence capabilities, and performance measurement while also connecting growth analytics, commercial intelligence, and enterprise decision support into a more integrated view of where the business should focus. This leader will connect consumer understanding, growth analytics, commercial and retail intelligence, foresight, and AI-enabled systems into an integrated enterprise capability that helps OLLY/SPV make smarter growth decisions, prioritize investments, and stay ahead of emerging consumer and market shifts.​

More than a traditional insights leader, you are a strategic business partner who translates consumer, shopper, cultural, commercial, and business intelligence into growth strategies, innovation priorities, investment decisions, and enterprise learning. You do not simply respond to questions from the business

KEY RESPONSIBILITIES:​

Consumer Intelligence & Strategy Leadership​

• Define and lead OLLY/SPV consumer intelligence strategy and multi-year enterprise intelligence agenda.​
• Serve as the voice and champion of the consumer across the organizations, ensuring decisions are grounded in consumer understanding and market reality.​
• Translate consumer, shopper, cultural, commercial, and business intelligence into actionable recommendations that shape brand strategy, innovation priorities, campaign development, investment decisions, and growth outcomes.​
• Partner closely with the leadership teams to identify strategic opportunities, risks, and future growth platforms, influencing organizational strategies, and long-term growth priorities.​

Growth, Brand & Innovation Strategy​

• Guide the development of brand, innovation, and commercial strategies through deep consumer understanding and foresight.​
• Identify emerging consumer needs, cultural shifts, category trends, and whitespace opportunities that can fuel future growth.​
• Lead strategic synthesis across consumer research, analytics, trend intelligence, and business performance to shape long-term priorities.​
• Support innovation pipeline development by identifying unmet needs, opportunity territories, and the consumer problems most worth solving.​

Analytics & Business Performance​

• Ensure robust measurement frameworks are in place across marketing, innovation, retail, and commercial initiatives.​
• Guide analytics-driven decision making across brand, shopper, eCommerce, and commercial performance.​
• Oversee learning agendas related to marketing effectiveness, consumer behavior, growth drivers, and business performance.​
• Partner with Sales, Category Management, RGM, eCommerce and Finance to translate consumer behavior, category dynamics, and commercial performance into growth plans that carry through to retail execution.​

AI, Intelligence Systems & Future Capabilities​

• Lead the transformation of OLLY/SPV into an AI-first intelligence organization, redefining how consumer, shopper, cultural, and commercial signals are generated, synthesized, shared, and activated.​
• Build and scale AI-enabled capabilities that help the business identify emerging opportunities, anticipate market shifts, and make faster, smarter growth decisions.​
• Reimagine traditional insights, analytics, and research approaches through AI-enabled research, predictive intelligence, signal detection, automated synthesis, and scalable knowledge systems.​
• Establish the tools, systems, and ways of working that increase learning velocity, reduce duplication, and make intelligence easier to access and apply across the business.​
• Continuously pilot emerging technologies and methodologies that create competitive advantage and future-proof howOLLY/SPV understands consumers and markets.​

Build OLLY/SPV's enterprise learning advantage.​

• Understand today's consumer​
• Anticipate tomorrow's consumer​
• Quantify growth opportunities​
• Accelerate learning velocity​
• Enable smarter decisions​
• Scale intelligence through AI and modern capabilities​

Team Leadership​

• Lead and develop a high-performing team across consumer insights, analytics, foresight, and intelligence capabilities.​
• Foster a culture of curiosity, strategic thinking, experimentation, and continuous learning.​