Director - Experience and Market Intelligence

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About the Role:
You will sit within the Association's Experience function and oversee the member, competitor and market intelligence function. You will ensure that the business intelligence function consolidates all intelligence and analytics to provide proactive, holistic intelligence that is strategic, accurate, insightful and tailored to the different partners supported across the Association. You will help shape the Association's understanding of the performance, opportunities and risks associated with each of its value propositions to promote growth and member engagement. You will report to the VP Experience. This role is intended to be hybrid, occasionally working from our Durham, NC office.
You Will:
Lead a team of 3 Senior Managers and a wider team of 13 in a manner consistent with our Association Behaviors and Management Charter
Lead the development of comprehensive insights strategies that are easy to understand, tailored to the partner and deliver relevant insights for business growth. Use data to inform content, product, marketing, and sales strategies to grow audience engagement and revenue/profit growth.
Develop deep insights into member/student/audience behaviors, preferences, and demographics within the context of competitor and market knowledge. Oversee segmentation strategies to improve targeting across multiple marketing channels. Work with relevant vendors to ensure our data appending adds insights into our member data and support the effort to build a Member golden record.
Analyze market trends, competitor activities, and industry developments. Provide foresight to senior leadership and partners on competitive threats and opportunities for difference.
Design and oversee primary and secondary research programs and reporting that summarize important insights into clear narratives for partners.
Lead development of models to capture the data that exists within the Association including meta data (web and webstore), IP data, cookie data to inform on existing interactions to improve our propositions SEO, funnel management and marketing engagement.
Use a hybrid work schedule
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Location:
Durham

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