Summary

We are seeking an experienced and innovative Director of Market Research & Customer Insights to lead our enterprise research and insights function, advancing a data-informed culture across our professional membership association. This leader will develop and execute research strategies that deliver powerful insights on our brand, products, and member experience—spanning individual members (B2C), institutional partners (B2B), and integrated ecosystems (B2B2C).

This role is ideal for a data-driven strategist who is passionate about surfacing actionable insights and influencing decisions across audience types—from frontline professionals to CHROs to strategic enterprise clients.

Responsibilities

Voice of the Customer (VOC) & Member Insight Programs

• Build and manage a multi-tiered VOC system that listens to and synthesizes feedback from individual professionals, institutional buyers, and channel partners.
• Design and deploy member and stakeholder journey maps for B2C (individual members), B2B (organizational clients), and B2B2C (e.g., resellers, universities, certification partners).
• Leverage segmentation frameworks to capture nuanced insight across career stages, industries, and organization types.

Brand, Market, and Competitive Intelligence

• Lead tracking of brand health and equity across key audiences.
• Monitor industry and competitive landscapes.
• Develop thought leadership-informed insights that support brand positioning.

Product & Service Development Research

• Conduct demand and concept testing.
• Advise on product-market fit and go-to-market strategy.
• Support innovation cycles with insight on customer unmet needs.

Analytics, Dashboards & Reporting

• Design audience-specific dashboards that visualize trends and KPIs.
• Build robust reporting frameworks to compare and contrast insights.
• Partner with analytics teams to model behavioral drivers.

Strategic Consulting & Stakeholder Engagement

• Serve as a trusted insights partner for senior executives.
• Deliver tailored insights and recommendations.
• Facilitate insight-to-action sessions.

Education & Experience Requirements

Education:

• Bachelor’s degree in a related field; advanced degree a plus.

Experience:

• 10+ years of progressive experience in market research, customer insights, or marketing analytics.
• Demonstrated success in building insights strategies across B2C, B2B, and B2B2C ecosystems.
• Proficiency in research design, data analytics, and reporting platforms.
• Experience managing third-party research partners.

Knowledge, Skills & Abilities

• Ability to effectively leverage artificial intelligence (AI) tools and technologies to streamline workflows, enhance productivity, and improve overall work quality.
• Proven ability to communicate insights with clarity.
• Strategic insight leader who understands customer psychology and business impact
• Skilled in blending analytical depth with human-centered research
• Comfortable working across organizational layers and customer types
• Exceptional communicator and compelling storyteller
• Energized by mission-driven work and building scalable insight systems

Certifications

• N/A

Physical Requirements

This position operates in a typical office environment and requires the ability to perform essential job functions with or without reasonable accommodation. Physical requirements may include:

• Prolonged periods of sitting at a desk and working on a computer.
• Frequent use of hands and fingers for typing, handling documents, and using office equipment.
• Occasional standing, walking, bending, and reaching.
• Ability to lift and carry up to 30 pounds as needed.
• Clear verbal and written communication skills for effective interaction with colleagues and stakeholders.

Work Environment

Hybrid Position (3 Days In-Office, 2 Days Remote):

• This position follows a hybrid work schedule, with Tuesday through Thursday in office and Monday and Friday remote. Employees must be available during standard business hours, with core hours beginning between 8:00AM – 9:00AM and concluding between 5:00PM – 6:00PM.

Travel: 0 – 10%

#LI-Hybrid

The hiring range for this position is $140,000 to $175,000 per year. This range is an estimate, and the actual salary may vary based on the candidate's experience, skills, and qualifications. SHRM offers a competitive and comprehensive total rewards package. The benefits for this position include professional growth and development, health, dental, vision, well-being, health savings, flexible spending, retirement, open leave, and annual discretionary bonus and incentives.