Consumer Insights, Sr. Manager

2 weeks ago

Pleasant Grove, Utah, United States PURA, Inc. Full time
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
We know each candidate may not meet all the listed requirements, but please apply anyway

*All candidates are subject to a background check.

Pura's Story

Pura-a company that married smart-home technology and fragrance diffusers, all controlled by the Pura app. At Pura, our mission is to create a luxury fragrance experience in each home that can change moods and brighten days. We are partnering with the leading premium fragrance brands, celebrities and lifestyle brands in the industry to bring customers' favorite scents to their home with the touch of a button. And that's just the beginning.

Pura started in 2014 and raised a seed round of 4.4M in February of 2020. Pura thrives on hiring or creating the best talent, known as a young and hungry brand that is rapidly becoming a household name around the world.

Check out our Founder's story and find out more about our perks and benefits offerings on our website. Explore the latest amazing fragrance launches on Instagram @pura.

Join the Pura Team

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