Director of Emerging Categories & Markets

About the Role

Lola Blankets is a fast-growing comfort and lifestyle brand on a mission to make the world a cozier place. We're seeking a Director of Consumer Insights and Marketing Science to lead how we understand our customers and measure our marketing, and to connect the two.

Today, our measurement is stronger than our understanding of the customer. We have the data infrastructure to track what's happening across email, SMS, website, organic, and paid media, but we don't have a function that explains why: what customers want, how they experience the brand, and where product and marketing should go next. This role builds that function from the ground up, sitting at the center of consumer research, Voice of Customer, and marketing measurement, and reports directly into decisions at the leadership level.

You'll own three things: primary and secondary consumer research that shapes product and marketing strategy, a Voice of Customer function that turns CX tickets, social comments, texts, surveys, and focus groups into a single read on the customer, and the measurement backbone that connects channel performance to forecasting and growth planning. This is a build role. You'll set the standard for how Lola understands and measures itself.

Core Responsibilities

Consumer & Market Insights

• Build the ongoing cadence for understanding who our customers are, what they want, and how that's shifting, and bring those findings directly to product and marketing leadership
• Track competitive and category trends and translate them into implications for Lola's strategy
• Partner with product and brand teams early in the development cycle, not just at launch, so research shapes decisions instead of validating them after the fact
• Establish the process and tooling to collect, tag, and synthesize qualitative feedback at scale across every customer touchpoint
• Surface recurring themes, friction points, and product or service opportunities to the teams that own them, and track whether action gets taken

Measurement Strategy & Executive Advisory

• Own the measurement strategy connecting email, SMS, website, organic, and paid media into one clear, executive-ready narrative of what's working, what isn't, and where the biggest opportunities sit
• Advise senior leadership on channel investment, pacing, and forecasting decisions, grounding recommendations in daily forecasting
• Lead forecasting for major sale events (BFCM, seasonal promotions, and other key calendar moments), partnering cross-functionally to align channel plans with demand expectations
• Support marketing-mix and channel-efficiency analysis to inform where incremental spend works hardest

Reporting Infrastructure & Data Integrity

• Set the recurring reporting cadence for the marketing org, from the weekly metrics pulse to the monthly business review
• Standardize metric definitions across channels and teams, and own data accuracy and consistency across reporting sources and platforms
• Track and report on core KPIs across funnel performance

Insights, Testing, & Optimization

• Analyze cohort, LTV, and retention trends to track customer behavior over time
• Partner with channel owners to surface and act on opportunities that increase efficiency and drive better outcomes, not just report on what happened

_This role will report to the Senior Director of Integrated Marketing. This is a hybrid role and requires 3 days in office in our office in Brooklyn, NY or Lehi, UT._

Qualifications

• 8+ years of experience spanning consumer insights, marketing analytics, or marketing science, preferably in DTC or e-commerce, with a track record of advising senior leadership on strategy
• Hands-on experience designing and running consumer research: surveys, focus groups, concept testing, or similar qualitative and quantitative methods
• Experience building or scaling a Voice of Customer function, including synthesizing unstructured feedback (CX, social, survey, qualitative) into structured, actionable insight
• Deep hands-on experience pulling and analyzing data across marketing platforms (e.g., Klaviyo, Postscript, Meta/TikTok Ads, GA4, Shopify), with strong SQL fluency and experience with BI or dashboarding tools (e.g., Looker, Tableau)
• Proven ability to build research and measurement frameworks from the ground up, not just operate within an existing one
• Excellent ability to translate complex, sometimes conflicting quantitative and qualitative signals into clear, confident narratives for executive and non-technical stakeholders
• Strong command of A/B testing, incrementality, and marketing measurement methodology

What We Offer

• Competitive base salary and annual bonus based on company and individual performance
• 21 days paid vacation + all federal holidays
• Full health benefits (health, dental, vision, mental)
• 16 weeks paid birth parent leave; 8 weeks non-birth parent leave
• 55% off Lola Blankets for friends and family
• Opportunities for career growth within Lola Blankets _._