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About the Role

Serves as Northwestern Mutual's expert in integrating consumer and client information and insights across the consumer decision journey to optimize the marketing funnel and experience. Ensures the voice of the consumer and client is represented in all marketing aspects, acting as the organization's chief storyteller and advocate for consumer and client perspectives. Acts as a strategic partner and consumer insight consultant for marketing planning, strategy, and advertising campaign development. Partners with digital product and product teams to provide insights on product development and innovation.

Responsibilities

Develop annual consumer and client research plan and budget based on learning objectives and key initiatives.
Build and lead a team to deliver consumer and client research projects, including understanding business issues, identifying specific questions, determining research methodology and vendor, negotiating price, and delivering actionable learning.
Serve as the organization's chief storyteller, translating consumer and client data into compelling narratives that inform strategy and elevate the voice of the consumer and client.
Deliver research expertise by interpreting and synthesizing multi-source data into insights that lead to actionable marketing strategies and plans.
Apply deep knowledge of qualitative and quantitative research methodologies to understand and predict consumer and client behavior and identify opportunities.
Address broader business issues and provide macro learning and thought leadership.
Oversee ongoing consumer, client, and brand tracking programs, providing actionable insights, reporting, and presentation of results.
Oversee the execution and provide leadership support for the Planning & Progress Study.
Lead the design and execution of PR-focused surveys and Strategic Communications research.
Deliver deep consumer and client understanding for the financial services category, adjacent categories, and brands; provide clear, actionable recommendations and consult to ensure activation of learning.
Oversee and manage the team's research project pipeline in JIRA.
Develop and manage the research budget.

Requirements

Bachelor's degree required; advanced degree a plus.
8–10 years of research experience specifically with brand, consumer, and client marketing communication research, including tracking, copy-testing, concept-testing, and segmentation, positioning, and brand architecture development; B2C category experience strongly preferred.
5+ years of experience analyzing consumer and client data and providing insights that drive business, including mastery of research methods and statistics.
Demonstrated experience owning and evolving large-scale, longitudinal research programs.
Experience building, leading, and managing a high-performing team; a proactive self-starter with a proven track record of getting things done.
Exceptional storytelling ability capable of translating complex data into clear, compelling narratives.
Ability to build strong relationships cross-functionally and collaborate with agency partners and research vendors.
Gathers, stores, accesses, and uses information collected via quantitative or qualitative methods. Analyzes data to uncover patterns and insights to inform business decisions.
Possesses knowledge of current and possible future practices, market trends, and information affecting the business. Gathers first-hand customer information and uses it for improvements in products and services.
Understanding of market or customer-specific product use-cases, ecosystem dependencies, and competitor offerings. Ability to conduct or interpret competitive analysis of features with key competitive products.

Skills

Brand research
Consumer research
Client marketing communication research
Tracking
Copy-testing
Concept-testing
Segmentation
Positioning
Brand architecture development
B2C category experience
Data analysis
Research methods
Statistics
Longitudinal research programs
Team leadership
Storytelling
Relationship building
Cross-functional collaboration
Agency partner collaboration
Research vendor collaboration
Quantitative data collection
Qualitative data collection
Market trends analysis
Customer information gathering
Product development insights
Competitive analysis

Experience Level

8-10 years of research experience
5+ years of experience analyzing consumer and client data

Education Level

Bachelor's degree
Advanced degree a plus

Salary/Compensations

$144,000.00 - $216,000.00
$158,400.00 USD - $237,600.00 USD
$165,600.00 USD - $248,400.00 USD

About the Company

Northwestern Mutual is a best-in-class company that puts its clients' interests at the center of all it does.
Northwestern Mutual is an equal opportunity employer that welcomes talented individuals of all backgrounds.
We are committed to creating and maintaining an environment in which each employee can contribute creative ideas, seek challenges, assume leadership and continue to focus on meeting and exceeding business and personal objectives.

Equal Opportunity

Northwestern Mutual is an equal opportunity employer that welcomes talented individuals of all backgrounds.
We are committed to creating and maintaining an environment in which each employee can contribute creative ideas, seek challenges, assume leadership and continue to focus on meeting and exceeding business and personal objectives.