VP, Consumer Insights & Trends - Chicago

Are you someone who is passionate about consumer-centricity and guiding organizations to deeply understand consumers and shoppers to guide strategy? Do you have a track record of understanding human behaviour and using what you learned to identify ownable and differentiated insights that guided brand, product and innovation strategies? Do you push yourself to move beyond facts to get to game-changing insights? Are you excited about the challenge of building the cannabis category both with current consumers and those who aren’t yet part of the category?

If so, you might be the next Vice President of Consumer & Shopper Insights In this role, you will be a strategic partner to senior stakeholders in Canopy’s Product Organization, helping to unlock growth by building consumer centric recreational cannabis brands and products and disrupting existing categories and behaviours.


  • Drive the continued development of a consumer-centric culture at Canopy by deeply understanding consumers and shoppers to building empathy and drive action throughout the organization
  • Build a high-quality Consumer and Shopper Insights organization with 90% A+ players in critical roles 
  • Inform and support annual and long-term business plans and identify critical priorities, objectives KPIs where Consumer and Shopper Insights has shared accountability to create team culture of accountability 
  • Act as a strategic partner and thought leader to Canopy’s Product organization, leveraging insights to guide consumer-centric portfolio, brand and product strategies, new product development and marketing strategies and tactics
  • Act as a strategic partner and thought leader to Canopy’s Commercial organization, using consumer and shopper insights to create category captaincy and drive distribution
  • Partner with Canopy’s Innovation team to create new products, grounded in consumer understanding that can win in the cannabis industry and disrupt adjacent industries
  • Ensure Insights team members are continually over-delivering with strategic insights approaches, actionable insights and strong and persuasive storytelling 
  • Evangelize and socialize consumer insights throughout the entire organization, with a particular focus on the EMC and senior leadership team
  • Serve as a senior leader within the matrix structure to enable efficient and effective collaboration and set the tone for how the broader organization operates


  • 15+ years of consumer and shopper insights experience 
  • 10+ years leading and developing high performance teams
  • Proven track record of strategic insights leadership, team leadership, stakeholder relationship management and extensive insights experience in qualitative and quantitative methodologies. Experience in building agile insights approaches.
  • CPG experience required, with preference for client-side experience
  • Proven track record of actionable insights work, including compelling and motivating storytelling and action planning
  • Extensive experience in building strategic partnerships with critical internal senior stakeholders including brand, innovation and sales teams 
  • Established network of trusted insights partners 
  • Experience and exposure to working in highly agile and ambiguous environments and developing new functions is an asset

Other Details 

This is a full-time role based out of Chicago, IL.

We appreciate the interest from all candidates, and promise to review all applications, but we will only be contacting those who best fit the requirements. If you don’t hear from us, don’t fret; every resume we get is kept in our database for six months for consideration in future searches for talent.

Canopy Growth welcomes and encourages applications from people with disabilities.

Accommodations are available upon request for candidates taking part in all aspects of the selection process.

One last note: the chosen applicant will be required to successfully complete background and reference checks.

Thank you so much for your interest in Canopy Growth.

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