Manager, Consumer Insights

Background:

SUMMARY OF DAY TO DAY RESPONSIBILITIES:

Department Overview:
The Marketing Analytics & Insights function within Marketing is a central source of internal and external consumer insights and data analytics which supports both corporate and business unit strategies for Bank Financial Group Canada and  Bank, America’s Most Convenient Bank.
The Marketing Analytics & Insights team mission is to be influential change agents and consumer advocates to help deliver the better bank and to drive shareholder return through optimizing the impact of marketing. We do this by leveraging data analytics and consumer insights to deliver hindsight (what happened), insight (why), and foresight (future actions) on how to best reach consumers, who to target, what to say, and build intelligence on the market and competitive landscape. The group seeks to deliver excellence in data analytics and insights to support short-term business success as well as long-term strategy of the bank.
The Marketing Analytics & Insights team brings together a diverse range of technical and business expertise including market research, business analytics, data science and modelling, business intelligence, data strategy and governance, data management, campaign targeting and delivery, and visualization.
The Manager, Consumer Insights, Marketing Analytics & Insights, Product/Credit Cards is an individual contributor role that will report to the Senior Manager of Marketing Analytics & Insights.

Overall Accountability

• Act as a professional insights consultant to internal Business and Marketing partners specifically in support of the Product/Credit Card business. Leverage consumer insights research and data analysis to provide meaningful and actionable insights to drive business objectives and support decision making.
• Provide strategic and tactical advice to partners and stakeholders on the application of consumer insights (and data analysis where applicable) to address specific business and marketing opportunities and challenges
• Design, execute and manage consumer insights/research projects, responsible for all stages of the insight process – working with internal partners to scope out business objectives and clear problem statements, translate objectives into research plans, configuring the optimal research (experimental) design, lead the development of questionnaires/ discussion guides to address business problems, and building compelling presentations and data driven stories for key stakeholders including senior/executive level internal clients.
• Provide ongoing thought leadership on the research methodologies and approaches and their application to understanding customer expectations and needs
• Working with businesses and partners to leverage existing data and insights through knowledge harvests to inform and direct strategic new insights needs
• Manage and oversee the initial intake of consumer insights/research projects and initiatives for MA&I, working with key business partners to create clarity of business objectives and problem statements and to appropriately prioritize time, budget, and resources.
• Build a strong culture of collaboration and integration across the functional insights experts dedicated to the line of business.
• Optimistic and positive approach to problem resolution. Creative and innovative application of insights techniques to solve business challenges.
• Strong desire for continuous improvement and optimizing processes and procedures to drive speed and efficiency.
• Ensure that the team maintains strong working relationships with approved external vendors and leverage their experience and expertise to deliver high quality and actionable insights to the businesses.
• Develop and maintain a culture of experimentation while operating within the risk management and control policies, supported by effective processes and sound infrastructure
• Responsible for overall project management including timelines, budgets, providing cross-functional stakeholder updates and getting alignment at key decision points.

Qualifications/Skills/Experience:

• Minimum of 7+ years professional experience in any of the following areas: management consulting, business analysis, data analytics, consumer insights, marketing research, brand/product management
• Experience and expertise in a broad range of research approaches, leveraging panels, online/mobile, prototype research, usability studies, user experience research, communication and concept testing
• Strong business acumen and business consulting skill set. Business minded individual who understands how data and insights can be leveraged for business impact
• Proven ability to think and operate at a strategic level, however comfortable with details and guiding the execution of data analysis and market research.
• High level of comfort working on initiatives that are less defined and do not have established processes or parameters. Demonstrated ability to build strategic plans and develop clear roadmaps to deliver against strategies and priorities
• Strong self-starter who takes initiative and is able to identify new opportunities and have the drive and ability to bring them to life.
• Strong aggregation and synthesis skills with an ability to take complex concepts and data and build a compelling story and narrative that is data driven and grounded in evidence.
• Demonstrated leadership and ability to lead and influence cross-functional projects and teams.
• Strong project management skills. Ability to lead and manage multiple projects and initiatives at once. Strong multi-tasking skills and working well under pressure.
• Confident interacting and presenting to stakeholders and partners at all levels including Senior and Executives. Ability to distill insights into business decisions and outcomes.
• Ability to design creative and visual reports and presentations to effectively communication results and findings from data and insights projects/initiatives
• Financial services experience an asset

MUST HAVE:

1.) consumer insights
2.) market research
3.) Business consulting
4.) Guide the execution of data analysis and market research
aggregation and synthesis skills

5.) broad range of research approaches

NICE TO HAVE

1.) Credit cards