Senior Audience Insights Manager
- London
- Permanent / Full-Time
- Research & Insight
About the company
With a product portfolio of house-hold drinks and spirit brands which are sold in more than 150 global markets, this is a fearlessly independent company. Driven by values where everyone is encourages to be entrepreneurial and support innovation, they have won awards for the quality of their products, most recently being named distiller of the year. As a business they are going through digital transformation.
About the role
This role will focus on generating actionable insights on audiences and occasions and creating experiences that drive brand objectives. Driving the next chapter of growth in the business through being more human centred in our digital marketing.
You will define personas for our brands to express audiences and occasions using a combination of data sources (such as social & search tools, google trends, web analytics tools, first party data tools for lookalikes) and more agile primary research techniques. The role will require you to collaborate with Digital Marketing team to feed in requirements to monitor audiences & occasions ongoing. You will leverage targetable audience data to learn more about new and existing occasions for our products to be enjoyed, as well as define common and nuanced path to purchase customer occasion journeys, validate with end users and explore ways to monitor data elements such as Google Analytics. You will devise ways to evaluate marketing activations online by liaising with local markets and Brand teams, and work with Content Team to explore compelling ways to educate audiences at scale on target occasions to drive engagement and conversion for our brands. You will co-create Digital and Non-Digital experiences with Brand Teams and markets to drive engagement and or conversion and explore how to scale efficiently. You will also be responsible for end-to-end design & execution of human centred experiments from insight to proposition design, all while generating unique insights into consumers and shoppers using human-centric design and ethnographic approaches to understand behaviours, pain points, needs & aspirations. You will lead team’s use of divergent design thinking and or lean techniques to communicate ideas and develop & test at scale product and service concepts
About your background and skills
It is essential that you have at least 5 years in strategic human centred design roles. You use design thinking and lean in agile environments to unearth unmet functional, social and emotional needs. You take a consultative and partner approach working with stake holders to understand core business challenges to articulate a brief and design scrappy experiences to validate hypothese. You are confident in leading Insight led change & Proposition development and you are able to create quality creative outputs from materials for workshopping to project outputs. You understand primary quant and qual research, divergent exploration, conceptual development and industrial design. You must have a background with product prototyping and testing, future visioning and strategy development. You need to have proficiency in coaching others in industry leading tools including EthOs, Indeemo, Vurvey, Survey Tools, Discuss.io, UserTesting.com, incling.com, Pollfish and Remesh. Finally, you must be an expert in web analytics tools and first part data tools (Facebook business manager or Google analytics)
In addition, it is not essential but it would be beneficial to have experience using Pulsar & Audience or similar social listening tools, as well as previous experience of using CRM tools to better engage with consumers, and experience with ethnographic research. Also, a mix of start-up and blue-chip experience would be great.
Salary Range
£65k-£84k
Meet Jennifer Cooper Consultant recruiting Insights and Innovators in London
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