Sr. Director, Brand and Insights

About the position: Senior Director, Brand and Insights  

Globalization Partners is looking for a Senior Director, Brand and Insights. This role will lead the brand and insights team within the global marketing function. This will be a global role and will lead brand insights, brand governance, brand strategy and various research and analytics projects. You will be a thought leader, producing and packaging data-driven brand stories & insights to senior leaders within and outside of marketing, to influence our marketing strategies and execution. 
 

What You’ll Do:   

• Oversee conceptualization and project management of primary research projects, including, identifying ideal methodological approach, selecting, and managing vendors, developing research materials (questionnaire, discussion/activity guides, etc.), moderation experience a plus. 
• Establish a Globalization Partner’s brand tracker and establish a cadence of how and what we report to the organization.  
• Deepen our audience insights by leading development of segmentation, with stakeholders across product, marketing, growth, and operations to categorize users and understand their attitudes, motivations, and behaviors.  
• Drive better measurement practices and processes that enable us to optimize and make decisions based on performance and data to improve our brand and campaign impact in collaboration with a multidisciplinary team of brand, communications, and product marketing teams. 
• Proactively identify category, audiences behavioral and attitudinal trends that have implications to the business.   

• Keep pulse on the Employer of Record landscape, competitors and share insights on how we can differentiate in the market  
• Bring research findings to life and develop actionable and insightful recommendations based on consumer insights and analytics.  Engage in compelling business storytelling, communicating to senior stakeholders in a cohesive way that inspires action. 
• Own our brand strategy and identity, including brand positioning, messaging, brand architecture, naming, visual and verbal identity. 
• Work with BI on establishing a Brand Dashboard that can provide insights on brand preference to the cross-functional organization.  Analyze and interpret data to monitor and provide feedback on branding performance.  
• Define performance management strategy for the brand and establish KPIs to measure and improve effectiveness of marketing investments. 

• Handle brand compliance issues in partnership with legal, including global trademark protection and resolve problems with incorrect brand usage. 
• Identify need for competitive research used to inform strategic brand pillars and messaging. Lead design, execution, and synthesis of quantitative and qualitative research against key audiences. 
• Synthesize macrotrends, cultural trends, and research findings into actionable brand insights to keep a pulse on the market. 
• Using quantitative and qualitative methods to evaluate finished or near-finished creative assets, and recommend areas for improvement to senior leadership, to improve campaign performance. 
• Direct appropriate qualitative and quantitative research to meet business objectives including custom research (i.e., focus groups, ethnographies, on-line surveys) as well as analysis using syndicated data. 

• Build and maintain understanding of market and brand trends and omnichannel category insights by using Category Development tools such as Kantar and bespoke research. 
• As a brand champion you will educate, inspire, and empower a brand-oriented culture across the organization through processes to train teams. 
• Manage the brand governance process to ensure work is consistent and best-in-class across all audience touchpoints. 

Success Factors:  

• Education: Masters/Bachelor’s degree in Business, Marketing, Psychology, Sociology, Statistics, or other quantitative field or equivalent practical experience. 
• Advanced skills in marketing research, insights creation, and strategy development (15+ years). 
• Advanced skills in marketing analytics, tracking tools, reporting and dashboard development (8+ years). 
• Expertise in qualitative and quantitative research methodologies.  
• Proficient in qualitative and survey-based research methods (e.g., focus groups). 

• Deep knowledge of qualitative and quantitative analysis and ability to provide intuitive plain language understanding to executives 
• Strong interpersonal and leadership skills. Ability to effectively interface and influence at all levels. 
• Excellent verbal and written communication skills, and ability to tell compelling stories with data. 
• Advanced experience with industry leading statistical and reporting tools and applications. 
• Attuned to cultural trends and has a futurist mindset. 

• Demonstrate proficiency in survey design, data analysis, presentation writing and presenting to c-suite leaders.  
• You’re programmed to take the initiative to ask questions, learn, and get things done.  
• You make an ongoing effort to help the organization make significant positive changes in process and overall performance. 
• Highly proficient PC skills. 

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