Market & Consumer Insights Lead

About the role

This is a rare opportunity to build a function from the ground up inside a company that's scaling fast and taking it seriously. You'll be the first person in this role, reporting directly to the CMO, with a mandate to shape what products we build, who we build them for, and how we take them to market. You'll own the Market & Consumer Insights Engine, the function that feeds every major product, growth, and go-to-market decision with validated intelligence. This is hands-on intelligence work, not managing analysts. You'll build and run the research infrastructure that doesn't exist today and translate it into clear, digestible recommendations that the entire leadership team acts on. This is a high-leverage, high-impact, highly visible role where your work directly determines the quality of every product and growth decision the company makes.

Responsibilities

• Consumer & Market Research: Run the primary research cadence: customer interviews, surveys, review mining, support log analysis, buyer persona tracking, NPS and satisfaction diagnostics to build a continuously updated picture of who our customer is and what's changing.
• Competitive Intelligence: Build and maintain the system that tracks how competitors position, price, formulate, and sell. Deliver competitor briefs at cadence and surface signals before they become threats.
• Product Validation: Provide TAM/SAM sizing, demand validation, positioning hypotheses, and pricing research as inputs to our stage gate process. Recommend No-Go when conviction is insufficient.
• Diagnostics: Identify what's working and what's broken. Synthesize churn drivers, product quality issues, and satisfaction gaps using customer data and market benchmarks.
• Trend Monitoring: Track macro trends shaping our category: GLP-1 adoption, ingredient shifts, regulatory changes, media platform evolution, and consumer behavior changes.
• Cross-Functional Delivery: Translate insights into clear, digestible formats for Product, Growth, Retention, and Leadership. Provide creative and positioning recommendations to the Growth and Media teams.
• Insights System: Build the operating system from scratch: research standards, workflows, a centralized repository, and learning loops so this function scales beyond you.
• What Success Looks Like
• Leadership consistently uses your research to make product, growth, and capital allocation decisions
• Our product launch success rate improves because bets are validated before capital is committed
• Fewer initiatives move forward with weak demand or unclear positioning
• Cross-functional teams: Product, Growth, and Retention proactively ask for your input because it makes their work better
• Your No-Go recommendations are seen as value creation, not friction
• The insights system runs as a repeatable company capability, not a one-person operation

Requirements

• A hands-on researcher who is also a clear thinker, you generate insight and know what to do with it
• You've worked in consumer brands (CPG, DTC, or health/wellness), and your research has directly shaped product, positioning, or investment decisions
• Skeptical of surface-level data and comfortable saying "we don't know yet" when evidence is weak
• You can take messy, incomplete data and form a hypothesis worth testing, without paralysis or recklessness
• You communicate through logic, evidence, and tradeoffs, not authority or consensus
• Comfortable being the person who says "we shouldn't do this" and can explain why
• You build systems, not just analyses; you want to create something repeatable
• Experience & Skills
• 5+ years in consumer insights, market research, strategy, or product strategy
• Direct experience shaping product, positioning, or capital allocation decisions
• Background in consumer brands (CPG and/or DTC) preferred, especially health, wellness, or supplements
• Experience with competitive analysis tools and consumer research methods (interviews, surveys, review mining, social listening)
• Strong English communication skills (written and verbal)
• No degree required, demonstrated judgment matters more than credentials
• Why Alpha Lion
• Your work won't live in a deck. It will show up in real products, real campaigns, and real revenue.
• First person in this function: you define how consumer intelligence works at Alpha Lion

Benefits

Additional Information

This is a remote role and can be based in: Remote, United States: W2 position Remote, LATAM About Alpha Lion Alpha Lion is one of the fastest-growing performance nutrition brands in the US. We exist to help men over 30 reject age decline and dominate every decade. We deliver powerful, science-backed performance nutrition products that help men optimize their biology, maximize their potential, and build lasting vitality at every life stage. Over 5,000,000 men have made our products part of their daily routine, and we're scaling fast, building new categories, expanding channels, and investing in the capabilities that turn a fast-growing brand into a lasting one.

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