Director Consumer Insights

Key Responsibilities: 

Strategic Leadership & Partnership 

• Act as the primary insights partner to the Magic Product Strategy team, directly influencing product roadmap, set development, and portfolio strategy. 

• Build strong relationships with senior stakeholders across Game Design, Creative Design, Business and Economics Strategy, Packaging, Marketing, Events/Organized Play, and Franchise to drive insight-led decision making. 

• Serve as a trusted advisor to Magic and Wizards leadership, delivering clear, actionable recommendations to executive audiences. 

Player, Collector & Ecosystem Understanding 

• Lead the development of a holistic understanding of Magic’s audience, including player segmentation, collector behavior, and lifecycle dynamics across formats and play environments. 

• Drive insights into acquisition, onboarding, engagement, and retention, identifying opportunities to grow and sustain the Magic player base. 

• Provide strategic guidance on community health, organized play, and the Local Game Store ecosystem. 

Insights Systems & Thought Leadership 

• Own and evolve Magic’s core insight systems, including Brand Tracker, Play Activity studies, and acquisition measurement frameworks. 

• Translate complex data and research into compelling narratives that inform product design, marketing strategy, and franchise direction. 

• Lead insights for Universes Beyond and Magic IP initiatives, ensuring external partnerships and internal worldbuilding resonate with fans and attract new audiences. 

Research & Execution Excellence 

• Oversee the design and execution of qualitative and quantitative research across product development, concept testing, packaging, messaging, and campaign effectiveness. 

• Ensure high standards for quality, rigor, and actionability across all deliverables. 

• Integrate primary research with secondary sources and internal analytics to create a comprehensive view of the business. 

Team Leadership & Development 

• Lead, coach, and develop a high-performing team of ~5 insights managers and analysts, setting a clear vision for how the team drives impact across the Magic business. 

• Foster an inclusive, collaborative, and growth-oriented team culture where diverse perspectives are valued and individuals are empowered to do their best work. 

• Provide ongoing coaching, feedback, and career development to build both technical expertise and strategic influence within the team. 

• Establish high standards for insight quality, storytelling, and stakeholder partnership, ensuring work is actionable and drives measurable business outcomes. 

• Align team priorities and resources to the most critical business needs, enabling agility while maintaining focus on long-term strategic initiatives. 

• Champion ways of working that encourage curiosity, innovation, and continuous improvement across the team. 

Cross-Functional Collaboration 

• Partner with VIA Hasbro team and other Wizards insights teams to integrate behavioral data, advanced analytics, and broader category learnings into Magic workstreams. 

• Contribute to the evolution of Insights capabilities, tools, and vendor ecosystems across Wizards and Hasbro. 

Budget & Operations Management 

• Own and manage the Magic Consumer Insights budget, ensuring effective allocation of resources across strategic priorities. 

• Drive financial discipline and decision-making to maximize the impact and efficiency of insights investments. 

Qualifications and Requirements:  

• 10+ years of experience in Consumer Insights, Market Research, or a related field across gaming, entertainment, or consumer products. 

• Passion for Magic: The Gathering and familiarity with its players, play formats, and ecosystem. 

• Proven ability to translate insights into business impact, influencing product, brand, or customer experience decisions. 

• Experience leading and developing teams, with a focus on coaching and inclusive leadership. 

• Excellent communication and storytelling skills, with the ability to influence senior stakeholders. 

• 5+ years of conducting qualitative, quantitative, and mixed-methods research. 

• Experience managing budgets and prioritizing investments effectively. 

We encourage candidates from all backgrounds to apply. We value diverse perspectives and recognize that experience can take many forms. 

Education

• BA/BS or equivalent experience required, preferably in social sciences, marketing, or a related field. Advanced degree a plus.