Senior Manager Consumer Insights

Overview

The Senior Manager for Destination Consumer Insights holds full accountability for the comprehensive guest and consumer insight framework at the destination level. This role is tasked with gathering, managing, integrating, and interpreting data from multiple guest and consumer feedback channels, such as surveys, online reviews, complaint logs, social media and digital engagement, qualitative studies, and behavioral analyses.

The position emphasizes transforming these diverse inputs into precise, actionable intelligence that supports experience design, standards maintenance, and executive leadership decision-making. Importantly, the role is responsible for overseeing survey governance and the quality of insights, while not managing initiative implementation or social media channels. Success is gauged by how clearly insights are conveyed, their usage throughout the organization, and resulting guest satisfaction improvements rather than sheer data volume.

Primary Responsibilities

• Manage the entire consumer insight ecosystem at the destination, incorporating data from surveys, online review platforms like TripAdvisor and Google, complaint and recovery records, digital and social feedback (in collaboration with Marketing and Digital teams), as well as qualitative and ad-hoc research.
• Serve as the sole accountable party ensuring insight accuracy, consistency, and proper governance throughout the destination.
• Lead the full survey lifecycle, including design, questionnaire oversight, sampling plans, deployment scheduling, vendor coordination, performance monitoring, and rigorous data validation to maintain trend reliability.
• Align survey instruments with experience frameworks, customer journey stages, and governance standards, preventing survey overlap or misapplication across different assets.
• Integrate both structured and unstructured data to reveal insight themes, core drivers, and underlying causes, going beyond descriptive findings to analyze why events occurred and where to focus improvements.
• Identify widespread trends and patterns across customer touchpoints, journeys, and destination assets.
• Create concise, executive-ready insights narratives that are clear to non-native English speakers, highlighting priorities, risks, and opportunities for leadership evaluation.
• Collaborate with Design, Standards, Governance, and Asset teams to ensure insights lead to practical actions.
• Support governance operations by tracking implementation of priority insights, maintaining feedback loops to verify impact, escalating systemic or recurrent issues, and ensuring insights inform decisions related to experience design, standards, and quality assurance.

Required Qualifications and Experience

• A bachelor's degree in Market Research, Analytics, Data Science, Business, Psychology, Social Sciences, Statistics, or a related field is essential.
• Formal or hands-on training in both quantitative and qualitative research methods is required.
• Extensive experience (8 to 10+ years) in roles focused on consumer insights, guest insights, Voice of Customer/Voice of Guest (VoC/VoG), market research, or customer experience analytics.
• Demonstrated responsibility for managing entire insight systems, encompassing comprehensive survey programs and multi-source feedback integration.
• Experience providing leadership with meaningful insights that drive prioritization and decision-making rather than mere reporting.