VP, Product Marketing & Consumer Insights

Meet Leaf Home, the leading provider of technology-driven home solutions that is on a mission to make homeownership easy. With more than 50% of consumers worried about the cost and effort of home maintenance, we focus on delivering remarkable, end-to-end experiences. Trusted by more than 1 million homeowners across US and Canada, Leaf Home is America's largest Direct to Consumer full-service provider of branded home services and products. Leaf Home and its products, including the patented LeafFilter gutter protection system, have earned numerous awards and recognition from Good Housekeeping, Qualified Remodeler, Angi, Consumer Reports, This Old House and other consumer review platforms.
Powered by people, Leaf Home's innovative products and services are delivered with convenience, trust, and quality via 200+ regional sales and installation offices along with comprehensive field support offices in New York and Hudson, Ohio. We believe we win together. Leaf Home has been consistently named one of the fastest growing private companies by Inc 5000 and recognized as a top employer nationally. Benefits of working at Leaf Home are wide-ranging and include:
Industry-best compensation packages | Fully paid health, dental, vision insurance | 401k with company match | Paid Time Off including paid parental leave | Individualized career development programs | On-demand lunch program | Childcare assistance | Free gym membership | Employee assistance programs, including legal, financial planning, and counseling | Employee discount marketplace | Employee Resource Groups such as VetConnect, DEI Committee, Women's Committee
Apply today and together we will unlock millions of customers' dream homes and your dream career at Leaf Home.
Position Summary: The VP, Product Marketing & Consumer Insights will play a critical role in understanding and analyzing customer sentiment related to our current product lines and potential new segments. This person will be responsible for leading and conducting product research using various methodologies like; surveys, focus groups, and industry analysis. The Senior Director, Product Marketing & Consumer Insights will provide guidance on strategic decision-making, enhance customer satisfaction, and redefine market challenges that we at Leaf Home aim to solve.
Essential Duties and Responsibilities:

• Reporting to the CGO, and partnering with the product organization and divisional Presidents, you will be responsible for building the product marketing practice.
• Develop and implement comprehensive strategies to assess customer sentiment, perception, and satisfaction across all touchpoints within Leaf Home's product portfolio.
• Design and execute research studies, including surveys, focus groups, interviews, and home services market analysis, to gather customer insights and understand their preferences, needs, and pain-points.
• Complete customer journey research and codify journeys, drivers, and barriers by product/vertical.
• Complete consumer needs research and identify specific gaps/opportunities by product/vertical.
• Oversee data collection efforts, ensuring accuracy, reliability, and completeness of customer data. Utilize statistical tools and techniques to analyze customer feedback and derive meaningful insights.
• Conduct industry analysis to identify trends, competitive positioning, and market opportunities. Stay abreast of industry best practices and emerging technologies in customer analytics.
• Build and manage a team of product marketers and research analysts, providing guidance, training, and mentoring to ensure efficacy, remove bias, and formulate actionable insights for the business.
• Prepare and present comprehensive reports and dashboards that effectively communicate findings and recommendations to executive leadership and other relevant stakeholders.
• Develop and refine research methodologies, tools, and processes to develop a culture of organizational best practice and continuous improvement.
• Interface with internal stakeholders, including other areas of marketing, as well as sales, product development, and customer experience teams, to align customer insights with business goals and drive unified customer-centric decision making.
• Work with product management to develop product positioning and messaging that resonates with target buyer personas.
• Ensure compliance with relevant data protection and privacy regulations, maintaining high ethical standards in handling customer data.
• Performs other duties as assigned by supervisor.

Experience and Minimum Qualifications:

• Bachelor's degree required.
• 15+ years of experience in product marketing leadership roles with focus on strategy and execution
• Extensive experience in product-based marketing, customer analytics, and market research, preferably in the home services industry or a similar field.
• Expert-level knowledge of research methodologies, survey design, data analysis techniques, and statistical tools.
• Strong analytical and problem-solving skills with the ability to translate data into actionable insights.
• Proficiency in using statistical software (e.g., SPSS, SAS, R) and data visualization tools (e.g., Tableau, Power BI).
• Excellent leadership and team management abilities, with a track record of developing and mentoring high-performing teams.
• Up-to-date knowledge of industry trends, best practices, and emerging technologies in customer analytics and market research.
• Ability to juggle various work activities and shift their attention from one task to another to meet the demands of different stakeholders without "dropping the ball."
• Ability to thrive in a fast-paced, high-energy, team-oriented environment and have a "roll up your sleeves" and "win every day" mentality.
• Hold oneself accountable and responsible while being self-driven in accomplishing goals.
• Detail-oriented and can focus on task at hand by finding the most efficient and effective pathway to completion.
• Excellent verbal and written communication skills at all levels to communicate with internal and external stakeholders articulately.
• Ability to logically connect ideas, scrutinize and evaluate arguments, find inconsistencies and errors in work, solve complex problems, and engage in reflection.
• Ability to provide timely and empathetic service through all communication channels keeping peer and customer needs first.
• Proficiency using Microsoft Office Suite (Outlook, Word, Excel, PowerPoint, Project, and/or Access).
• Must be legally authorized to work in country of employment without sponsorship for employment visa status (e.g., H1B status).

Preferred Knowledge, Skills, Abilities or Certifications:

• Prior growth-oriented direct to consumer branded marketing and communications experience preferred.
• Master's degree in marketing, market research, or related field.

Travel Requirements:

• 10%-25% domestic travel required.

Overtime/Additional Hours Requirements:

• Additional hours may be required (exempt positions).

Physical Requirements:

• Normal office environment.
• Performs indoor work in a climate-controlled environment.
• Sedentary work. Exerting up to 10 pounds of force occasionally and/or negligible amount of force frequently or constantly to lift, carry, push, pull or otherwise move objects, including the human body. Sedentary work involves sitting most of the time.

Diversity and Inclusion Statement
Leaf Home is committed to creating a diverse environment and is proud to be an equal opportunity employer. We strive to create an environment that embraces differences and fosters inclusion.
Equal Opportunity Statement Leaf Home will recruit, hire, train, and promote persons in all job titles without regard to race, color, ancestry, national origin, gender identity or expression, sexual orientation, marital status, religion, age, results of genetic testing, veteran status, or physical/mental disability (except where the disability prevents the individual from being able to perform the essential functions of the job and cannot be reasonably accommodated in full compliance with the la