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Director Consumer Insights

Date: May 17, 2019

Location: Napa, CA, US, 94558

Company: Delicato Family Wines

Position Purpose

The Director Consumer Insights is responsible for leading the consumer insights function at Delicato Family Wines, owning the discovery and communication of key consumer insights to build a strong portfolio of brands and innovation pipeline of products positioned to deliver growth.  The qualified candidate is an experienced leader and strategic thinker, with expertise in consumer insights and a proven track record in shaping the success of consumer brands.  The position requires a high level of collaboration across multiple departments within Delicato as well as with our research partners.  The position will establish the vision for the consumer insights function and build our capabilities to provide actionable insights and recommendations to make a strategic impact.

Functional Responsibility

  • Understands, communicates, and shares Company vision throughout division/organization and provide cross-functional perspective, direction, and support
  • Provides leadership and personal support; coaches, guides, nurtures and develops the right people
  • Drives Company focus, manages culture, encourages strong work ethic, and fosters an environment of trust and respect
  • Develops group and individual performance plans in alignment with Company goals and objectives; communicates clearly and defines individual and group objectives; maintains level of productivity in unit
  • Trains employees to do their job; sets standards for work performance
  • Monitors performance and provides feedback to direct reports through formal and informal performance feedback; regularly communicates with staff to achieve mutual understanding and desired results
  • Recognizes and addresses performance strengths and limitations of subordinates
  • Manages employee attendance to ensure compliance with Company standards; approve/monitor overtime
  • Communicates and supports Company policies and decisions in a positive manner
  • Develops staffing needs, selects new employees, makes recommendations in job evaluation and compensation, and recommends termination actions
  • Conducts team meetings with department employees; includes monthly safety topic, ISO, DOE and other applicable training
  • Handles employee issues, concerns, and complaints in an objective and confidential manner
  • Provides employees with a safe, comfortable, and rewarding work environment
  • Prepares and monitors department overhead budget

Essential Duties

  • Leads the consumer insights function at Delicato, and partners with the Marketing team as the voice and advocate of the consumer to guide brand and portfolio strategies
  • Responsible for all consumer research, leading the development of all qualitative and quantitative projects to gain insights to contribute to brand strategy, packaging, positioning, advertising, and innovation
  • Establishes the vision for the consumer insights function and builds our consumer insights capabilities to drive brand building and innovation
  • Develops strategic learning plans for each priority brand and the overall portfolio based on business objectives and insights gaps to define the path forward for future research activity
  • Creates process and leads change management with brand teams to establish effective ways of working to engage with consumers and gain valuable insights
  • Develops our consumer capabilities focused on innovation and collaborate on a new product pipeline rooted in consumer needs and desires
  • Communicates insights via compelling business story-telling to drive business action, and shares best practices from learnings to contribute to the continuous improvement of Marketing efforts
  • Builds collaborative relationships with the Marketing team to achieve the role of trusted thought partner and strategic advisor
  • Manages research partners and develops strategic partnerships, ensuring quality execution occurs to achieve business objectives, and negotiating favorable project costs and terms for Delicato
  • Recommends research budget during annual planning process and manages research spend across brands throughout the year

Non-Essential Duties

  • Attends and participates in divisional and national sales meetings
  • Attends chain account promotions and events when necessary
  • Remains aware of inventory levels to ensure product availability to support current programming
  • Increases level of wine knowledge through continuous education

*Other duties may be assigned

Minimum Requirements

Education and Experience

  • Bachelor’s degree, preferably in Business with a Marketing or Research concentration, or related field
  • Minimum 10+ years of relevant experience required, with a focus on consumer and shopper research

Knowledge, Skills, and Abilities

  • Strong understanding of the CPG industry, with wine industry knowledge preferred
  • Strong understanding of how consumer insights drive the development of effective marketing efforts, including digital advertising campaigns
  • Expertise in qualitative and quantitative research methodologies and techniques, and experience leading a wide array of research projects which include brand, packaging, advertising, and innovation methodologies
  • Excellent communication and storytelling skills with proven track record of translating key consumer learnings and insights into actionable business strategies to drive results
  • Strong business acumen and strategic thinking skills, with the ability to influence business strategy
  • Strong leadership skills with track record of others seeking out his/her leadership for projects
  • Demonstrated ability to build and grow collaborative internal and external business relationships
  • Strong project management skills and ability to plan and prioritize work effectively in a fast paced environment

Working Conditions

  • Corporate office
  • Must be able to travel to attend sales meeting and market visits

Working Conditions:



Protected Heights



Marked Temperature & Humidity Exposure



Drives Automotive Equipment



Exposed to Dust, Fumes and Gases



Close Quarters or Confined Spaces



Work Standards

  • Acts in a manner reflective of the Company culture of High Moral Standards, Innovation and Continuous Evolution, Trust in Team, Continuous Improvement, and Sustainable Relationships
  • Communicates, interacts, and works effectively with others; receptive to feedback and coaching; voices concerns in a constructive manner 
  • Interpersonal Skills: Demonstrates the ability to work well with other employees, clients, and with external organizations.
  • Demonstrates commitment to safety first; communicates safety concerns; promotes a safe work environment based on established safety standards and training
  • Follows all Company policies and procedures

Additional Comments

Management retains the discretion to add to or change the duties of the position at any time.

Delicato Family Wines offers its employees a generous and comprehensive benefits package.  The core health insurance components include medical, dental and vision, where Delicato covers nearly the entire cost for employees and a large percentage for dependents.  Additional health benefits include life, disability and flexible spending accounts.  Other benefits include 401(k) with generous company match, discretionary profit sharing, paid time off (PTO), paid holidays, wine & merchandise discounts, tuition reimbursement, gym discounts & many more.


Delicato Family Wines is an Equal Opportunity Employer.



Nearest Major Market: Napa

Job Segment: Manager, Advertising, Change Management, Management, Marketing

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