Director of Brand Strategy & Customer Insights

We are seeking a strategic and analytical Director of Brand Strategy and Customer Insights to lead our efforts in defining and evolving our brand identity and leveraging deep customer understanding to drive business growth. This role will be responsible for developing and implementing comprehensive brand strategies, conducting insightful customer research entirely in-house, and translating complex data into actionable recommendations that inform marketing campaigns, product development, and overall business direction. Reporting to the Global VP of Marketing, you will play a pivotal role in shaping our brand's future and ensuring our customer remains at the center of everything we do.

Key Responsibilities:

• Develop and champion the long-term brand strategy, ensuring alignment with overall business objectives.
• Lead comprehensive in-house market and customer research initiatives to uncover deep insights into target audiences, market trends, and competitive landscape.
• Define and refine brand positioning, messaging, and visual identity to resonate with key customer segments.
• Develop and refine customer segmentation models based on research insights.
• Translate customer insights and market data into clear, actionable recommendations for marketing, product, sales, and other relevant teams.
• Establish and track key brand health metrics and customer insights KPIs to measure impact and identify areas for optimization.
• Oversee the creation and maintenance of buyer personas and customer journey maps based on robust in-house research.
• Collaborate closely with cross-functional teams, including Product Marketing, Product Management, Sales, and Customer Success, to embed brand strategy and customer insights into their workflows.
• Design, execute, and manage all aspects of qualitative and quantitative research projects internally.
• Stay abreast of industry best practices, emerging research methodologies, and consumer behavior trends
• Present findings and strategic recommendations derived from research to senior leadership and stakeholders.
• Mentor and develop team members focused on brand and insights.

Skills and Qualifications:

• Minimum of 7-10 years of progressive experience in brand strategy, market research, customer insights, or a related field, with a strong emphasis on conducting research internally.
• Proven track record of developing and implementing successful brand strategies that have driven measurable business results.
• Extensive experience with a variety of qualitative and quantitative research methodologies conducted in-house.
• Demonstrated knowledge of and experience utilizing various technologies and platforms for conducting qualitative research (e.g., online focus group platforms, in-depth interview tools) and quantitative research (e.g., survey platforms like Qualtrics, SurveyMonkey, and data analysis software).
• Strong analytical skills with the ability to synthesize complex data from multiple sources into clear, concise, and actionable insights.
• Excellent communication, presentation, and storytelling skills, with the ability to effectively communicate insights to diverse audiences, including executive leadership.
• Demonstrated ability to translate insights into strategic recommendations and influence decision-making across an organization.
• Strong leadership, organizational and cross-functional collaboration skills.
• Bachelor's degree in Marketing, Business, Psychology, Sociology, or a related analytical field; MBA preferred.
• Public Sector experience a plus.

Why Join LeadsOnline?

At LeadsOnline, we live by our core values:

• Service: We believe in providing a humble, joyful, excellent, and selfless service.
• Energy: We believe in contagious optimism, a strong sense of purpose, and life and light.
• Ownership: We take full responsibility for our actions, always seeking better ways and acting decisively to ensure success for our team and clients.
• People: We prioritize people over things, fostering a supportive, collaborative environment where individual talents and teamwork are celebrated.

Be part of a mission-driven organization where your leadership makes a direct impact on law enforcement agencies, the communities they serve, and the people they protect.

LeadsOnline is an Equal Opportunity Employer and does not discriminate against applicants based on race, religion, color, disability, medical condition, legally protected genetic information, national origin, gender, sexual orientation, marital status, gender identity or expression, sex (including pregnancy, childbirth or related medical conditions), age, veteran status or other legally protected characteristics.