Director, Consumer Research and Insights

Director, Consumer Research and Insights

At Underdog, we make sports more fun. Our thesis is simple: build the best products and we'll build the biggest company in the space, because there's so much more to be built for sports fans. We're just over five years in, and we're one of the fastest-growing sports companies ever, most recently valued at $1.3B. And it's still the early days.

We've built and scaled multiple games and products across fantasy sports, sports betting, and prediction markets, all united in one seamless, simple, easy to use, intuitive and fun app.

Underdog isn't for everyone. One of our core values is give a sh*t. The people who win here are the ones who care, push, and perform. If that's you, come join us.

Winning as an Underdog is more fun.

The Director of Research & Insights will lead the development and execution of a comprehensive insights strategy that deepens our understanding of our customers, brand, product, and marketplace. This leader will oversee all research initiativesqualitative, quantitative, and behavioraland translate insights into strategic guidance that drives brand growth, marketing effectiveness, and product innovation. Acting as both a subject matter expert and a strategic partner, the Director will champion a culture of customer-centric decision-making across the organization.

About the Role:

Customer & Market Insights

• Lead the customer proposition and voice of customer program, creating a unified framework to capture, analyze, and share customer and market feedback across the business.
• Design and execute custom research studies, brand tracking, and consumer sentiment analyses that reveal actionable insights and business opportunities.
• Conduct market and competitive analyses to identify emerging trends, white space, and potential threats.
• Partner cross functionally with Product, Strategy and Data to own the measurement, analysis, and reporting of consumer-level metrics, ensuring insights drive marketing, product, and brand strategies.

Strategic Influence & Storytelling

• Triangulate research findings with data and insights to build clear, compelling narratives that influence strategic and operational decisions.
• Provide insights that shape brand positioning, messaging, and marketing campaigns, connecting customer data to creative strategy.
• Lead the articulation of the Underdog customer promise - ensuring our positioning, differentiation, and emotional and functional benefits resonate with fans.
• Partner with Product, Marketing, VIP and Strategy leaders to inform roadmap prioritization and cross-channel initiatives.

Research Leadership & Governance

• Oversee both qualitative and quantitative research projects, managing the full lifecycle from design to delivery.
• Champion data governance, experimentation, and integration best practices, ensuring systems like CRM and analytics tools support deep customer understanding.
• Be the internal subject matter expert on data collection tools, methodologies, and insight communication.
• Optimize internal processes for gathering, sharing, and acting on customer data across departments.

Partnerships & Collaboration

• Build strong relationships with senior leaders across Product, Marketing, and other functions to align insights and work with business goals.
• Manage and nurture relationships with external research partners and vendors to ensure high-quality, strategic deliverables.
• Collaborate with cross-functional teams to integrate insights into day-to-day decision-making and long-term planning.

Who You Are

• 10+ years of experience in consumer insights, market research, or analytics, ideally within a fast-paced, consumer-focused brand or digital platform.
• Proven track record of transforming data into actionable strategies that drive measurable business outcomes.
• Deep expertise in both qualitative and quantitative research methods, with experience leading brand tracking and customer segmentation studies.
• Strong storytelling and presentation skills; able to distill complex data into clear narratives for executive audiences.
• Demonstrated ability to manage external research partners and large-scale insight programs.
• Experience with CRM systems, analytics dashboards, and customer data integration best practices.
• Passion for understanding customer behavior, culture, and the dynamics that shape brand loyalty.

Even Better If You Have

• RMG category experience
• Multi-product, direct to consumer experience in a hyper-competitive category

Our target starting base salary range for this position is between $176,000 and $210,000, plus target equity. The starting base salary will depend on a number of factors including the candidate's skills and experience, among other things.

Unlimited PTO (we're extremely flexible with the exception of the first few weeks before & into the NFL season)

16 weeks of fully paid parental leave

Home office stipend

A connected virtual first culture with a highly engaged distributed workforce

5% 401k match, FSA, company paid health, dental, vision plan options for employees and dependents

This position may require sports betting licensure based on certain state regulations.

Underdog is an equal opportunity employer and doesn't discriminate on the basis of creed, race, sexual orientation, gender, age, disability status, or any other defining characteristic.