Director of Consumer Insights
Posted on Apr 6, 2021 by Hornblower
The Director of Consumer Insights will lead the vision for Hornblower Group's marketing performance, insights, analytics, and optimization activities within a newly centralized marketing organization. This person will act as the voice of the customer, source of truth on customer data, and play a key leadership role in defining and building capabilities to leverage our deep data assets and drive actionable customer understanding that informs and grows our business. You will craft brand measurement frameworks and build an organization with data and impactful insights at the core of all decision-making. In the process, you will provide analytical support, critical thinking and strategic direction to develop performance strategies that will identify customer opportunities and address business challenges, while also crafting C-suite level narratives for cross-organizational alignment.
You are a dynamic leader, who is passionate about using your analytical skills to solve problems. Your work will be critical to multiple other teams including marketing, brand, creative, physical product, digital product, operations, and customer happiness as well as various company-wide initiatives. Your effort to drive holistic consumer and market understanding will require you to build and manage a team with a range of sub-specialties, methodologies, and functional expertise.
Essential Duties & Responsibilities:
Drive the global insights strategy and agenda for the company, turning our Consumer Insights function into a core competency for Hornblower that (1) identifies; (2) enables business stakeholders to understand; and (3) act on strategic opportunities.
Serve as the subject matter expert for brand-focused research, consumer and guest insights, marketing and loyalty data, measurement and optimization, focusing efforts on methodologies and processes designed to drive profitable growth.
Act as the voice of the consumer. Become an expert on Hornblower Group brands, products, targets, and customers. Understand purchase barriers across products and markets and identify solutions with cross-functional teams to address them.
Define research needs and lead complex qualitative and quantitative consumer and market research to inform key business initiatives, guiding team members in that work when relevant. Focus areas may include: longitudinal brand research, consumer profiling and journey mapping, brand health tracking, guest satisfaction tracking to measure NPS and CX, creative and media effectiveness, and prospective research to establish new product opportunities.
Deliver a cohesive and clearly communicated view of our current and potential customer base including needs, wants, perceptions, journey maps, and customer segmentation - and how market trends will impact these areas. Tie these insights to team roadmaps, goals and impacts across all functions.
Develop a strategic framework to deliver advanced analytical and data mining solutions to understand key business behaviors such as customer acquisition, cross-sell, upsell, retention, lifetime value, channel preferences, loyalty, and purchase behavior.
Work closely with our engineering team to build, augment and maintain a centralized customer database. Ensure we are capturing and maintaining customer data that will enable development of rich customer insights and analysis.
Work closely with operations and customer service teams on consumer research (via Survey Monkey) to track CX performance. Improve brand NPS through the ongoing analysis of promoters/detractors.
Define data sources, metrics, dimensions, and dashboards to facilitate inquiry, analysis and reporting; collaborating with IT to ensure data hygiene and data integration across sources.
Establish and activate a measurement plan, inclusive of KPI performance trends (awareness, brand love, NPS etc.), analysis, implications and recommendations to drive sustainable, long term financial growth.
Analyze performance of websites and digital campaigns through the customer journey/funnel; identify, size and prioritize areas for opportunity; then implement and report on tests and optimizations.
Publish standard dashboards and reports, performance tracking and ad-hoc analyses providing clear actionable insights. Share detailed and Real Time customer feedback with the organization in an effort to provide a better customer experience. Automate reporting whenever possible.
Participate in vendor reviews, leading recommendation and implementation as needed.
Grow and mentor a customer-centric, high-performing team of analytical and research professionals.
Build effective cross-functional relationships with marketing, brand, creative, product, operations, and technology teams that leverage customer intelligence to drive and optimize marketing programs, and digital and physical experiences.
Lead Hornblower in new directions by deliver analytical insights and implications through the customer lens; provide a foundation for corporate and divisional strategy development.
Identify and apply outstanding methodologies, models, technologies, innovations and test-and-learn approaches.
Partner with brand and local teams to apply these globally, developing standardized templates and tools that can be used by all markets.
Ensure optimal performance by crafting processes to be efficient and consistent across the organization, building a culture of accountability to deliver high quality work and passionately advocate for ways to improve our customer experience and improve marketing performance.
Additional job duties assigned
Requirements & Qualifications:
8+ years of strategic insights and analytics experience working, including hands-on experience in a number of methodologies and at least 3 years leading a high-impact team
5 years of experience in consumer market research, consumer insights, research and analysis, strategy, and data analysis
Deep expertise executing and managing primary/secondary research, including mixed methodologies (quantitative and qualitative) and well-versed in a variety of research techniques and survey methodologies
Comfortable navigating large datasets and a demonstrated willingness to get your hands dirty with internal reporting tools
Experience implementing and using analytics, testing, and personalization platforms (eg, Google Analytics, Bizible, Salesforce Sales Cloud, Pardot & Marketing Cloud, Optimizely, etc.)
Experience and/or knowledge of database/data warehouse creation and management
Experience building customer lifetime value models, attribution models, and customer cohort models
Deep knowledge of Excel functions and methods for manipulating, aggregating and presenting data in Excel. Experience with SQL as well as BI tools (ie Tableau, Power BI)
Expertise in executing and measuring performance of A/B and multivariate tests
Strong analytical skills and a comprehensive understanding of customer experience and insights tools (ie Qualtrics, Survey Monkey, Medallia), marketing measurement, media metrics and systems, digital engagement channels, tools, and practices
Excellent verbal, interpersonal and written communication skills, with emphasis on data visualization skills. Ability to synthesize findings into essential insights and communicate them effectively to senior management.
Strong time management and prioritization skills with ability to manage multiple projects simultaneously and tight timelines
Able to bring forth objective data for group discussion and decision making.
Able to quickly establish credibility across all levels of the organization, impact decisions through formal and informal influence, and create alignment between teams
Passionate about digging deep into the customer point of view to find the aha insights and representing them clearly and succinctly
Builds capacity of individuals and teams through effective employee development, involvement, communication, and supervision efforts.
Creates a strong, mutually supportive work spirit and culture where people can do their best.
Establishes trust and inspires others.
Uses business knowledge, innovative thinking, and sound judgment in the solution of problems or the pursuit of business opportunities.
Demonstrate critical thinking skills; ability to synthesize information and apply learnings, and work in Matrix environment are required competencies
Belief in our values and understand our mission
As a Hornblower team member you commit to upholding out RESPECT values. They are as follows:
Respect - We will value, appreciate and respect each other. We will foster diversity and inclusivity.
Environment - We will Respect our Planet. We will conserve, protect and educate. We will practice environmental stewardship.
Safety - We will think and work safely. We will follow safety standards and instructions. We will create a safe and secure workplace.
Professionalism - We will conduct ourselves professionally. We will take responsibility for our actions. We will own the problem until it is solved.
Exceed - We will continuously improve. We will exceed standards and expectations.
Communication - We will be open and honest. We will choose a respectful approach. We will share information with others effectively.
Teamwork - We will exist to serve others. We will anticipate the needs of others. We will have fun and practice enthusiastic friendliness .
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