Get to know The Pokémon Company International
The Pokémon Company International manages the Pokémon property outside of Asia and is responsible for brand management, licensing and marketing, the Pokémon Trading Card Game, the animated TV series, home entertainment, and the official Pokémon website. Pokémon was launched in Japan in 1996 and today is one of the most popular children’s entertainment properties in the world.
Learn more online at corporate.pokemon.com and pokemon.com.
Job Title: Director, Market & Consumer Insights
Job Summary: The Director of Market & Consumer Insights leverages deep expertise in consumer behavior, market research, and analytics to uncover actionable insights that inform business strategy and drive fan growth globally. Through a thorough understanding of customer needs, fan passions, communities, and cultural and market differences, this role influences brand, product, customer experience, and go-to-market decisions across The Pokémon Company International. By leading customer and children research programs, this leader brings the voice of both current and future Pokémon fans into strategic decision-making, helping the organization understand how audiences discover, engage with, and experience the Pokémon brand. Partnering closely with leaders across the business, the Director translates insights into opportunities that enable TPCi to create the right products and experiences, strengthen fan connections, and inspire generations of Pokémon Trainers around the world.
What You’ll Do
Consumer & Children Insights Leadership
- Develop a deep understanding of customer segments, fan passions, physical & digital communities, cultural trends, and evolving consumer behaviors to inform business decisions.
- Lead customer and children research initiatives to uncover needs, motivations, behaviors, and pain points through qualitative and quantitative methodologies.
- Represent the voice of current and future Pokémon fans in strategic discussions, ensuring customer perspectives are embedded across the organization.
Market Intelligence & Strategic Insights
- Monitor and analyze global market dynamics, consumer trends, competitor activity, and emerging industry developments to identify opportunities, risks, and forward-looking business recommendations.
- Translate complex customer and market data into actionable insights that drive strategic decision-making.
- Integrate insights from market research, behavioral analytics, customer feedback, digital analytics, sales performance, and market intelligence to deliver holistic business recommendations.
- Leverage data and analytics to identify trends, uncover root causes, and generate insights that support long-term business growth.
Product, Experience & Go-to-Market Strategy
- Partner closely with Product, Sales, Marketing, Engineering, and Customer Experience teams to influence brand strategy, product roadmaps, innovation, and go-to-market plans.
- Apply consumer, fan, and children insights to improve product usability, engagement, navigation, and overall experience design across a broad range of physical and digital touchpoints including video games, trading card game, media, merchandise, events, and much more.
- Identify what is working, what is not, and where opportunities exist to add or enhance customer and fan experiences.
- Help shape products, content, and experiences that resonate with Pokémon fans of all ages and life stages.
Analytics, Reporting & Storytelling
- Develop and scale analytics, dashboards, reporting frameworks, and measurement approaches leveraging advanced & emerging technologies that enable stakeholders to monitor performance and make informed decisions.
- Build compelling narratives and executive-level presentations that clearly communicate insights, recommendations, and business impact.
- Communicate findings and strategic recommendations to senior leaders, influencing decisions through data-driven storytelling and customer-centered insights.
Team Leadership & Research Operations
- Lead, coach, and develop a high-performing team of insights professionals, fostering a culture of curiosity, analytical rigor, innovation, and customer-centric thinking.
- Establish and manage relationships with external research agencies, vendors, and strategic partners to ensure high-quality research execution.
- Oversee budgets, priorities, methodologies, and deliverables to maximize business value and organizational impact.
What You’ll Bring
Experience and Expertise
- 12+ years of experience in consumer insights, market research, analytics, brand strategy, or related fields, with progressive leadership responsibility. Deep expertise in qualitative and quantitative research methods and a proven track record of leading customer, children, and fan research programs that translate consumer understanding into actionable business outcomes.
- Bachelor's degree in Market Research, Marketing, Consumer Behavior, Psychology, Sociology, Business, Statistics, Economics, or a related field, or equivalent combination of education and experience.
Strategic & Business Acumen
Demonstrated ability to transform consumer insights, market intelligence, and data into strategies that drive business impact. Experience influencing brand, product, customer experience, and go-to-market decisions, with a strong understanding of market opportunities, competitive dynamics, customer segmentation, and growth strategies.
Analytics & Storytelling
- Strong analytical and problem-solving skills with experience synthesizing data from diverse sources, including consumer research, behavioral analytics, customer feedback, and business performance metrics. Exceptional ability to communicate insights through narratives, executive presentations, dashboards, and reporting frameworks that drive informed decision-making.
Leadership & Collaboration
- Serve as a trusted strategic advisor to senior leadership, shaping business priorities and long-term growth strategies through consumer, fan, and market intelligence. This includes the ability to connect brand level health metrics to various businesses and departments for overall impact.
- Proven success building, leading, and developing high-performing insights and analytics teams. Skilled at influencing senior leaders, managing cross-functional partnerships, and collaborating with research agencies and external partners to deliver high-quality insights and business recommendations.
Preferred Qualifications
- Experience in consumer products, gaming, entertainment, media, technology, or other fan-driven industries. Familiarity with research involving children, families, and multi-generational audiences, as well as customer experience, brand health, audience measurement, and digital analytics.
Why This Role is Special
At The Pokémon Company International, you'll have the unique opportunity to shape the future of one of the world's most beloved brands by bringing the voice of customers, children, and fans into the decisions that matter most. Sitting at the intersection of consumer insights, business strategy, and innovation, this role influences the products, experiences, and initiatives that engage millions of Pokémon Trainers around the globe. You'll help deepen our understanding of how children discover, experience, and connect with Pokémon while uncovering emerging trends and opportunities that shape the future of the brand. Partnering with visionary leaders across the business, you'll help ensure TPCi continues to create the right products and experiences that spark joy, strengthen fan connections, and inspire both current and future generations of Pokémon fans.
Base Salary Range: For this role, new hires generally start between $166,000 - $221,000 per year. The full range is $166,000 - $299,000 per year. This range is applicable for the labor market where the role is intended to be hired. The final base salary is directly related to the candidate’s qualifications and professional experience uniquely.
#LI-CK1 #LI-Hybrid
How you’ll be successful
- Passion for Pokémon: Develops an understanding of the Pokémon brand, the impact it has on our people, culture, business, fans, and communities, and applying that knowledge and passion to everything you do.
- Challenging the Expected: Approaches challenges with curiosity and creativity, embracing the possibility of failure as an opportunity to learn something new, develop innovative ideas, solve complex problems and identify unique opportunities.
- Integrity and Respect: Demonstrates integrity and respect by leading with empathy, listening to others, seeking out different perspectives, and taking personal responsibility for decisions, actions, and results.
- Dedicated to Quality: Takes ownership to maintain and promote high standards, looks for new ways to learn and improve, and embraces a growth mindset to seek and apply feedback from others in an effort to continuously improve.
- Building Relationships: Develops and strengthens relationships, adopting a “team first” mentality and working collaboratively to solve problems and meet shared goals.
- Delighting Customers: Listens and understands the interests and needs of our customers and stakeholders, making them feel heard and important, and embracing these learnings to continue delivering a unique Pokémon experience.
What to expect
- An innovative culture driven by impact, delivering meaningful outcomes.
- Company events that celebrate the spirit of Pokémon.
- Competitive cash-based compensation programs.
- 100% employer-paid healthcare premiums for you.
- Generous paid family leave.
- Employer-paid life insurance.
- Employer-paid long and short-term income protection insurance.
- US Employees: 401k Employer Matching.
- UK/IRE/MX Employees: Pension Employer Contributions.
- Fitness reimbursement.
- Commuter benefit.
- LinkedIn learning.
- Comprehensive relocation package for certain roles.
- Hybrid work environment.
The above statements are intended to describe the general nature and level of work being performed by people assigned to this role. They are not to be construed as an exhaustive list of all responsibilities, duties, and skills required. Employees may be required to perform duties outside of their normal responsibilities from time to time, as needed. For roles in the United Kingdom, candidates will need the right to work. In some cases, and for some roles, the Company may be able to arrange a visa. For roles in Ireland, this role requires candidates to have the right to live and work in the Republic of Ireland. However, we welcome applications from all nationalities and may consider supporting an employment permit application, in appropriate and suitable cases.
The Pokémon Company International is committed to the inclusion of all qualified applicants for consideration in our job application process. If you require reasonable accommodation to complete a job application, pre-employment testing, or a job interview, or to otherwise participate in the hiring process, please contact the Talent Acquisition team at [email protected].
Skills Required
- 12+ years experience in consumer insights, market research, analytics, brand strategy, or related fields with progressive leadership responsibility
- Bachelor's degree in Market Research, Marketing, Consumer Behavior, Psychology, Sociology, Business, Statistics, Economics, or related field (or equivalent experience)
- Deep expertise in qualitative and quantitative research methodologies
- Proven track record leading customer, children, and fan research programs that inform business outcomes
- Experience building, leading, coaching, and developing high-performing insights and analytics teams
- Strong analytical, problem-solving, and data-synthesis skills across diverse sources (research, behavioral analytics, digital analytics, sales performance)
- Ability to translate insights into strategic recommendations and influence senior leaders and cross-functional partners
- Experience managing external research agencies, vendors, budgets, and research operations
- Experience in consumer products, gaming, entertainment, media, technology, or other fan-driven industries
- Familiarity with research involving children, families, multi-generational audiences, brand health, audience measurement, and digital analytics
The Pokémon Company International Compensation & Benefits Highlights
The following summarizes recurring compensation and benefits themes identified from responses generated by popular LLMs to common candidate questions about The Pokémon Company International and has not been reviewed or approved by The Pokémon Company International.
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Healthcare Strength — Medical, dental, and vision coverage is comprehensive, extending to vision hardware and LASIK, with added support via One Medical, fertility treatment, gender-affirming care, and EAP resources. Wellbeing tools and stipends, including Headspace and a monthly wellness allowance, reinforce overall health support.
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Leave & Time Off Breadth — Time off is positioned as generous, combining substantial paid holidays with a companywide year-end break alongside PTO. This breadth provides multiple avenues for planned rest and recharge.
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Retirement Support — Retirement offerings include a 401(k) with a notably strong company match and access to financial-planning assistance. These features elevate long-term financial security as part of total rewards.
The Pokémon Company International Insights
What We Do
Join one of the most popular children’s entertainment properties in the world! The Pokémon Company International, a subsidiary of The Pokémon Company in Japan, manages the property outside of Asia and is responsible for brand management, licensing, marketing, the Pokémon Trading Card Game, the animated TV series, home entertainment, and website. WE ARE POKÉMON!
Why Work With Us
Everybody that works here has a passion for the brand, maintaining high standards, displaying curiosity and creativity, developing collaborative partnerships, and delighting our customers and fanbase. We treat everyone with respect and empathy.
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