Job Title:  Consumer & Commercial Insights Director - Tito's Handmade Vodka & Lalo Tequila (not open to remote)

What You Need To Know

Shape a remarkable future with us. Build a career working for an industry leader that truly invests in their people – and equips them with leading technology, continuous learning, and the ability to bring their best selves to work. As the premier wine and spirits distributor, Southern Glazer’s isn't just one of Forbes’ Top Private Companies; it's a family-owned business with deep roots dating back to 1933.

The reputation of Southern Glazer’s is well-established, and it's no surprise that we are regularly recognized for our culture. Southern Glazer’s has been recognized by Newsweek as one of America’s Greatest Workplaces for Inclusion and Diversity, as well as for Women and Parents & Families. These accolades speak volumes about our commitment to creating a supportive and inclusive culture of belonging for all employees.

As a full-time employee, you can choose from a wide-ranging menu of our Top Shelf Benefits, including comprehensive medical and prescription drug coverage, dental and vision plans, tax-saving Flexible Spending Accounts, disability coverage, life insurance plans, and a 401(k) plan. We also offer tuition assistance, a wellness program, parental leave, vacation accrual, paid sick leave, and more.

By joining Southern Glazer’s, you would be part of a team that values excellence, innovation, and community. This is more than just a job – it's an opportunity to build the future of beverage distribution and grow with a company that truly cares about its people.

Overview

The Director, Commercial Insights is a data‑driven, strategic leader who will champion a commercial and consumer‑centric mindset for Fifth Generation (Tito’s Handmade Vodka & Lalo Tequila), overseeing Commercial, Consumer, and Multicultural Insights. Reporting directly to the Sr. Director of Supplier Insights and working hand‑in‑hand with Fifth Generation’s leadership and sales teams, this role is responsible for ensuring teams are proficient in the analytical platforms required to successfully implement strategic initiatives.  The role’s primary focus will be to develop the implementation of supplier initiatives and deep dives that translate into commercially actionable strategies, to drive profitable growth and performance across the SGWS footprint.

By partnering closely with Fifth Generation’s leadership, sales, and commercial operations, the Director will align strategies, develop integrated commercial storytelling that connects consumer insights with business objectives, and ensure mastery of key analytical tools including GOAT Map, E‑Commerce, JOY, Promo/Price Elasticity, and Consumer Segmentation, ultimately bridging commercial execution with consumer understanding to drive growth through data‑driven insights.

Primary Responsibilities

•    Partner closely with Tito’s Handmade Vodka, Lalo Tequila, SDM leadership, Commercial Intelligence teams, BDM’s and sales market stakeholders to identify business challenges and uncover opportunities.
•    Act as a strategic thought partner to leadership, sales, and suppliers, delivering insights that inform category and brand strategies aligned with evolving consumer preferences.
•    Leverage shopper and consumer insights to craft compelling selling stories for retailers, customers, and internal SGWS teams.
•    Support development and creation of Supplier TTT and QBR decks as well as other presentations for executive leadership.
•    Utilize SGWS syndicated data (e.g., VISTA Account Segmentation, Numerator, Nielsen, Compass, Sales NAV, SET, Jenda, and other sources) to develop market specific strategies that enhance retail execution and attract new consumers, while uncovering channel dynamics, and key account priorities.
•    Collaborate with markets to educate teams and maximize use of licensed and proprietary tools.
•    Guide markets in effectively applying the GOAT Map to pinpoint and execute against the highest value opportunities by premise and channel.
•    Serve as the subject matter expert on Shopper and Consumer Insights within the Strategy & Insights team, translating findings into actionable strategies that drive growth initiatives for Tito’s & Lalo.
•    Provide insights and thought leadership on U.S. demographic shifts and emerging opportunities within the multicultural segment.

Training:
•    Ensure Fifth Generation’s BDM and selling division rosters remain current and that all new employees complete Tito’s & Lalo training within 60 days of hire.
•    Coordinate and schedule two IS sales meetings annually, working with Bob Casey of THV to prepare required training materials.

Additional Primary Responsibilities

Minimum Qualifications

•    8+ years of experience within the consumer products sector, including at least 5 in BevAlc.
•    At least 5+ years’ experience under a Strategy or Commercial Analytics function, with a strong track record of shopper insights and commercial metrics.
•    At least 5+ years’ experience managing complex datasets under a Business Intelligence or Commercial Analytics function, with a strong track record of analytics and data mining / manipulation and proficiency at managing datasets 
•    Experience is managing complex leadership presentations from beginning to end
•    Experience in data manipulation and synthesizing information from various internal and external data sets to develop actionable insights and analysis
•    Working knowledge of SGWS commercial functions including but not limited to logistics, trade development, forecasting, and pricing.
•    Advanced Analytics / Critical thinking skills that translate into a strategic and analytical mindset
•    Advanced level Excel capabilities, such as pivot tables, complex formulas, and data visualizations, to manipulate data into a digestible format to utilize in reporting and analysis 
•    Advanced knowledge of Excel, PowerPoint, Think-cell, and Tableau (Tableau preferred but not required)
•    Knowledge across multiple data sources including SGWS internal data, syndicated data such as Nielsen, consumer/shopper data such as Numerator, Technomic, Nielsen HomeScan, and Datassentials
•    Excellent presentation skills from preparation through presenting
•    Commercial project management experience – ability to drive an analysis from planning through completion with minimal supervision – independent thinking required
•    Subject Matter Expert for department initiatives
•    Strong track record of collaboration with cross-functional project teams

Preferred Qualifications
•    MBA in a related field preferred; or an equivalent combination of education and experience 
•    Strong/Expert level Business Objects (BO) experience
•    Ability to develop, motivate and influence teams while driving changes within a transformational organization
•    Deep industry knowledge across the SGWS footprint and overall BevAlc industry
•    Ability to effectively manage projects that include both internal and external stakeholders
•    Ability to deliver presentations to executive leadership
•    Digital knowledge including a strong understanding of SG Proof capabilities
•    Ability to collaborate closely with SGWS Performance & Enablement Team 
•    Prioritization and decision-making skills
•    Strong knowledge of market and customer dynamics for wine & spirits
•    Working knowledge of regulations in major states
•    Teamwork / cross-functional collaboration with strong communication and influencing skills

Physical Demands

•    Physical demands with activity or condition for a considerable amount of time include sitting and typing/keyboarding using a computer (e.g., keyboard, mouse, and monitor) or adding machine
•    Physical demands with activity or condition may include occasional to the rare amount of time include walking, bending, reaching, standing, and stooping
•    Critical nature of this job may require extended hours, overtime and weekends
•    May require occasional lifting/lowering, pushing, carrying, or pulling up to 20lbs

EEO Statement

Southern Glazer's Wine and Spirits, an Affirmative Action/EEO employer, prohibits discrimination and harassment of any type and provides equal employment opportunities to all employees and applicants for employment without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training. SGWS complies with all federal, state and local laws concerning consideration of a qualified applicant's arrest and/or criminal conviction records. Southern Glazer's Wine and Spirits provides competitive compensation based on estimated performance level consistent with the past relevant experience, knowledge, skills, abilities and education of employees. Unless otherwise expressly stated, any pay ranges posted here are estimates from outside of Southern Glazer's Wine and Spirits and do not reflect Southern Glazer's pay bands or ranges.

If you have any questions or concerns about whether this posting complies/adheres with local pay transparency requirements, please contact the SGWS talent acquisition team at NationalTA@sgws.com