Jamie Crilley
Senior Consumer Insights Leader | Shopper & Customer Strategy | Segmentation, Journey Mapping & White Space Growth | CPG & Global Brand Experience
- Role
- Softgoods Consumer Insights Lead at Burton Snowboards
- Location
- Boston, MA, US
- LinkedIn followers
- 500 followers
About Jamie Crilley
I am a seasoned Consumer Insights leader with over 15 years of experience in marketing research, shopper insights, and consumer analytics across global brands in retail, QSR, consumer electronics, the outdoors, and specialty apparel. Recognized for demonstrating a natural aptitude for uncovering the “why” behind consumer behavior, as well as translating complex data into clear business strategy, I have a verifiable history of contributing directly to brand growth, innovation planning, and commercial decision-making throughout my career. Professional focal points include consumer segmentation, decision journey mapping, white-space opportunity identification, qualitative and quantitative research leadership, brand and shopper strategy, and cross-functional influence. Most recently, I served as the Softgoods Consumer Insights Lead at Burton Snowboards. In this role, I designed and deployed global consumer research initiatives that deepened understanding of key customer segments and cultural motivations influencing purchase behavior. I also led shopper journey research and retail interviews that shaped go-to-market strategies and category planning. In addition, I established and scaled a global snowboarder research community that generated continuous product and brand insights while delivering meaningful research cost efficiencies through internal capability building and vendor negotiation.Colleagues describe me as an analytical, strategic, collaborative, and intellectually curious leader who can distill complexity into compelling narratives that influence action. I am always interested in connecting with former colleagues, fellow insights professionals, and leaders across marketing, innovation, and strategy. Please feel free to reach out if you would like to connect.
Experience
Softgoods Consumer Insights Lead
Jan 2024 — Present
Education
Suffolk University - Sawyer Business School
MBA, International Marketing
University of Cincinnati Carl H. Lindner College of Business
BBA, Marketing/International Business
Skills
- Market Research
- Segmentation
- Marketing Strategy
- Consumer Behaviour
- Marketing Research
- Strategy
- Customer Insight
- Integrated Marketing
- Analytics
- Marketing
- Data Analysis
- Qualitative Research
- Advertising
- Management
- Project Management
- Product Development
- Competitive Analysis
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