What are the responsibilities and job description for the Marketing Insights Analyst position at The Custom Group of Companies?
Summary
The Marketing Insights Analyst - Residential plays an integral role in building upon company's leadership position in Residential roofing by establishing a clear connection to customer needs and empowering the organization to make customer-led strategic business decisions. Reporting to the Marketing Insights Manager - Enterprise Solutions, this role will support and manage Market Research initiatives, the results of which will drive Product, Brand, Marketing, and Customer Experience strategy for company's Residential business.
The ideal candidate is a self-starter, operates with a high sense of urgency, and has an analytical mindset while being intellectually curious as they help develop and deliver impactful insights that will drive and support Marketing and Product Strategy. This person is a listener and asks questions to clearly articulate customer needs that can be translated into actionable market research plans.
This position will be responsible for simultaneously managing, planning, executing, and successfully delivering multiple insights projects of varying size and complexity. Marketing research experience is required.
Essential Duties
The Marketing Insights Analyst - Residential plays an integral role in building upon company's leadership position in Residential roofing by establishing a clear connection to customer needs and empowering the organization to make customer-led strategic business decisions. Reporting to the Marketing Insights Manager - Enterprise Solutions, this role will support and manage Market Research initiatives, the results of which will drive Product, Brand, Marketing, and Customer Experience strategy for company's Residential business.
The ideal candidate is a self-starter, operates with a high sense of urgency, and has an analytical mindset while being intellectually curious as they help develop and deliver impactful insights that will drive and support Marketing and Product Strategy. This person is a listener and asks questions to clearly articulate customer needs that can be translated into actionable market research plans.
This position will be responsible for simultaneously managing, planning, executing, and successfully delivering multiple insights projects of varying size and complexity. Marketing research experience is required.
Essential Duties
- Specific responsibilities include, but are not limited to:
- Plans, manages, and delivers Marketing Insights projects. Under the supervision of the Marketing Insights Manager - Enterprise Solutions, executes end-to-end research projects, including requirement gathering, defining research approach/methodology, participant recruitment, research instrument development/programming/testing, analysis and presentation delivery.
- Crafts questionnaires and discussion guides that meet the needs of the business. Leverages in-depth knowledge of survey and discussion guide development best practices to program surveys and qualitative instruments that deliver engaging quantitative and qualitative experiences to our valuable customer base.
- Employs Qualitative research methodologies. This includes moderation of focus groups and in-depth interviews, as well as the execution of unmoderated user experience testing to gather deeper insights when the need arises.
- Analyzes work and presents research findings to business owners. Provides actionable insights to project owners and stakeholders at all levels of the organization to drive strategy, design recommendations, experience development and product optimization.
- Supports in-person customer insights brainstorming, co-creation events, and focus groups. In support of Contractor Programs, New Business Models, Finance Marketing, Digital Marketing, and Channel Marketing needs, assists the end-to-end management, execution, and delivery (from agenda, recruitment, and facilitation to insights dissemination) of impactful customer insights engagements that provide insight into challenging business questions and program/experience development opportunities.
- Supports research needs on request for Residential focused areas, including but not limited to Programs, Business Services, Events, Channels, Products and Quarry.
- Manages the Insights Knowledge Management Platform. Manages and maintains our Insights Knowledge Management platform, uploading documents, curating insights experiences, and partners with other resources to communicate/share insights assets across the organization.
- 3-5 years of related experience in marketing research, user experience research, or management consulting.
- A Bachelor's Degree/MBA or advanced degree preferred, preferably with a focus in Statistics, Research, Psychology, Cognitive Science, Anthropology, Human Factors, HCI/CS, Marketing or General Management.
- Advanced experience with quantitative research (survey design, response effects, sampling, crosstabs, and statistical concepts, etc.) and qualitative/user-centered design methods (individual and group interviews, diary studies, direct observation, think-aloud usability testing, etc.).
- Must have 2-3 years of Qualtrics survey programming experience, the ability to write concise survey questions, and review results to be turned into a comprehensive presentation for key stakeholders.
- Advanced experience with a broad range of Marketing Research tools/technology, including Qualtrics, Usertesting.com, and other online insights tools
- Strong experience leveraging AI to support research operations.
- Advanced experience with Excel, PowerPoint, and Word
- Experience working in the Building Materials space. Experience in adjacent complex industries/product categories will be considered.
- Expert facilitation/moderation skills are required.
- Strong stakeholder management and relationship-building skills.
- Marketing Research, Customer Experience or User Experience Research certifications preferred.
- Excellent communicator (both written and verbal) with strong business acumen and strong work ethic.
- Demonstrated project management skills and ability to effectively manage a large workload, with ability to manage multiple projects simultaneously.
- Advanced experience conducting analysis and sharing actionable insights.
- Experience working with and managing research service providers.