Consumer Insights, Sr. Manager

Consumer Insights, Sr. Manager - Owner Engagement Team

We are seeking a seasoned and results-driven Senior Consumer Insights Manager to join our Marketing Content Strategy Team. If you are passionate about transforming data into actionable insights, driving strategic decisions, and have a specific emphasis on consumer persona work, this is an exciting opportunity to make a significant impact on our marketing efforts.

Key Responsibilities:

• Lead the development and execution of comprehensive marketing research strategies to gather insights into market trends, customer behavior, and competitive landscapes, with a specific focus on developing and refining consumer personas
• Utilize advanced analytics tools to interpret complex data sets and Evaluate acquisition, retention, and engagement tactics to identify KPIs that drive successful campaigns with an emphasis on understanding why a tactic worked to encourage reproducibility

• Persona Development:
  • Conduct in-depth research to understand and define target audience segments, creating detailed personas that inform content creation, messaging, and campaign strategies.
  • Collaborate with cross-functional teams to ensure alignment between consumer personas and overall business objectives.
  • Use internal and external data sets to provide actionable recommendations for optimizing content strategy and marketing campaigns targeted towards specific personas.
• Cross-functional Collaboration:
  • Work closely with Content Creation, Digital Marketing, Product Development, and Sales teams to align consumer insights with specific persona-driven content strategies.
  • Collaborate with stakeholders to identify key performance indicators (KPIs) tailored to persona-focused marketing initiatives.
• Competitive Intelligence:
  • Conduct thorough competitor analysis with a focus on how competitors engage with and appeal to various personas.
  • Provide strategic recommendations to enhance our market positioning based on a deep understanding of competitor persona strategies.
• Collaborate with Data and Analytics:
  • Work with the data team to deliver clear, concise, and visually compelling reports and dashboards that communicate key consumer persona insights to both technical and non-technical stakeholders.
  • Implement automated reporting systems to streamline the delivery of timely and relevant information specifically related to persona-driven strategies.
  • Much of Pura’s primary research is conducted in-house, and candidates should be comfortable writing questionnaires, working with various internal databases, analyzing data sets, deriving insights and content recommendations for persona-based segmentation
  • Comfortable working with large quantitative and qualitative datasets
  • Anticipate analytical needs of the Content Marketing Team, design diagnostic solutions and collaborate with Data teams to deliver data products and insight

Qualifications:

• Bachelor's degree in Marketing, Business, Statistics, or a related field; Master's degree preferred.
• Proven experience (3-5+ years) in marketing insights/research roles and providing strategic recommendations to marketing initiatives, with a strong emphasis on developing and leveraging consumer personas.
• Excellent communication skills with the ability to translate complex data into actionable insights for diverse stakeholders.
• Previous experience leading a team or managing projects in a senior role.
• Competent with data insights and applying data to drive decision-making, specifically related to personas and marketing effectiveness
• Experience with the following tools/languages: SQL, Excel, PowerPoint, Tableau (or other BI/data viz tools)
• Experience manipulating and analyzing massive data sets
• Ability to tell a story with data both verbally and visually