Sr. Lead, Driven Consumer Insights

Company:Driven Brands

Driven Brands is North America's largest automotive services company with a portfolio of iconic brands including Take 5 Oil Change®, Meineke Car Care Centers®, Maaco®, 1-800-Radiator & A/C®, Auto Glass Now®, and CARSTAR®. Our vision is to fuel the pursuit with the simplest, most convenient, and most reliable car care experience.

Headquartered in Charlotte, NC, Driven Brands is more than a workplace. We're a launchpad — for careers, for dreams, and for people driven to do great things.

Every day, we fuel the pursuit — for our customers chasing life's moments, for our franchisees building lasting legacies, and for each other as we grow, lead, and succeed together.

Performance matters. We take pride in it. We own it. We show up for one another and for our communities.

Because at Driven Brands, we're not just fixing cars. We're building futures, unlocking potential, and fueling what's possible — together.

JOB DESCRIPTION:

The Senior Lead - Consumer Insights will help shape how Driven Brands understands, serves, and grows with consumers across its portfolio of automotive aftermarket brands. This role will translate consumer feedback, research findings, and market signals into actionable insights that inform brand strategy, customer experience improvements, marketing decisions, and operational priorities across the enterprise. 

Reporting to the Vice President of Marketing Data Analytics, this role will partner closely with Marketing, Operations, Customer Experience, Strategy, Brand, and Product stakeholders to design research, synthesize findings, and deliver clear recommendations that drive measurable business impact. This is a hands-on, mid-level role ideal for an insights professional with at least 5 years of experience turning focus groups, surveys, customer feedback, and behavioral data into practical actions for business teams.

Responsibilities

• Transform business questions into customer research initiatives by identifying the right research approach, right questions, and right vendors to provide the voice of the consumer to the business.

• Translate consumer feedback from focus groups, surveys, reviews, social listening, customer support interactions, and other listening channels into actionable insights and business recommendations across the Driven Brands portfolio

• Partner with Marketing, Operations, Customer Experience, Brand, Product, and Strategy teams to define research questions, identify learning objectives, and connect insights to enterprise and brand-level decisions

• Lead and support primary consumer research initiatives, including survey design, discussion guide development, vendor coordination, fieldwork management, and results synthesis

• Analyze qualitative and quantitative research findings to identify consumer needs, pain points, motivations, purchase drivers, loyalty drivers, and opportunities to improve experiences across brands and service categories

• Develop clear, compelling insight narratives and presentations that convert research findings into practical recommendations for leadership and cross-functional partners

• Monitor consumer trends, competitive activity, brand perceptions, and category dynamics to inform growth opportunities, positioning, and customer engagement strategies

• Support measurement of customer experience and marketing initiatives by connecting consumer feedback to operational, brand, and business performance outcomes

• Maintain organized research documentation, insight repositories, and recurring reporting that make consumer learning accessible and usable across the organization

• Oversee brand health surveys including brand awareness and ad effectiveness to help guide brands on the health of their brand with the consumer.

• Serve as a trusted consumer advocate by ensuring customer perspectives are represented in planning, prioritization, and decision-making discussions across Driven Brands

Qualifications: 

• Bachelor’s degree in Marketing, Business, Psychology, Sociology, Statistics, Market Research, or a related field

• 5+ years of experience in consumer insights, market research, customer experience research, brand strategy research, or a related insights function

• Experience translating consumer feedback from focus groups, surveys, interviews, customer reviews, or similar sources into actionable business recommendations

• Strong understanding of qualitative and quantitative research methods, including survey design, segmentation, concept testing, customer journey research, brand tracking, and thematic analysis

• Ability to synthesize complex information into clear insight stories, executive-ready presentations, and practical recommendations for both enterprise and brand-level audiences

• Experience working with research vendors, managing project timelines, and ensuring research outputs meet business objectives

• Strong analytical skills with comfort interpreting survey data, customer feedback trends, competitive research, and behavioral or transactional data

• Proficiency with Excel and PowerPoint; experience with survey platforms, data visualization tools, or statistical analysis tools preferred

• Excellent written and verbal communication skills, with the ability to influence cross-functional stakeholders through consumer-led storytelling

• Self-motivated, organized, and comfortable managing multiple research priorities in a fast-paced, multi-brand environment

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Position Location:

North Carolina

Compensation Range:

$124,800.00 - $222,900.00

Compensation Frequency:

Annual

Base pay offered may vary depending on actual location, job-related knowledge, skills, and experience. Supplemental pay types may include commissions or bonus incentives, depending on the role. Driven Brands offers a variety of health and wellness benefits including paid time off and holiday pay. Details regarding our benefits can be found here:

Get early access to 50% of your earned wages at any time through our myFlexPay program.