Manager - Brand & Consumer Analytics - Health Insurance/Financial Services

The Brand and Consumer Analytics Manager will be responsible for developing and implementing analytical frameworks to measure the effectiveness of our branding and marketing initiatives. This role requires an in-depth understanding of brand KPIs, marketing funnels (awareness, consideration, purchase), and extensive experience in using analytical tools and methodologies to provide actionable insights. The ideal candidate will have experience working at or with renowned market research firms like Nielsen IQ and Kantar Millward Brown, along with strong expertise in digital metrics tracking, qualitative and quantitative research, and data analysis.

Key Responsibilities:

1. Brand Performance Analysis:

Develop and monitor brand KPIs to track brand health, awareness, consideration, and engagement.

Utilize data from various sources (internal and external) to provide a comprehensive view of brand performance.

Conduct competitive analysis and benchmarking to identify opportunities for brand growth and differentiation.

2. Marketing Funnel Analysis:

Analyse brand and marketing funnel metrics to understand the effectiveness of brand and marketing campaigns at different stages (awareness, consideration, purchase).

Provide insights on customer journey, identifying key touchpoints and opportunities for improvement.

3. Research and Insights:

Design and conduct qualitative and quantitative research studies in co-ordination with Research

Agencies, including surveys, focus groups, and in-depth interviews, to gather customer insights.

Collaborate with external research partners such as Nielsen IQ and Kantar Millward Brown to leverage industry-standard methodologies and insights.

Interpret and present research findings to senior management to take strategic decisions.

4. Digital Metrics Tracking:

Track and analyse digital marketing metrics (e.g., website traffic, social media engagement, uplift studies etc.,) to measure the impact of online marketing efforts.

Use tools like Google Analytics, social media analytics platforms, and other digital tracking tools to gather and report data.

5. Data Analysis and Reporting:

Utilize analytical tools and software (e.g., Excel, SPSS, SAS) to analyse data and generate insights.

Create and deliver presentations and reports using Canva or PowerPoint to effectively communicate findings and recommendations to stakeholders.

Develop dashboards and automated reporting solutions to provide real-time insights to the marketing team.

6. Collaboration and Communication:

Work closely with marketing, product, and sales teams to align analytical insights with business objectives.

Provide strategic recommendations based on data analysis to enhance marketing strategies and campaigns.

Qualifications:

- Bachelor's or Master's degree in Marketing, Business, Statistics, or a related field.

- 8+ years of experience in brand and marketing analytics, preferably within the health insurance or financial services industry.

- Proven experience working with or at market research firms like Nielsen IQ and Kantar Millward Brown.

- Strong knowledge of research methodologies, including qualitative (in-depth interviews, focus groups) and quantitative techniques.

- Proficiency in analytical tools and software

- Experience with digital metrics tracking and tools (Google Analytics, social media analytics).

- Excellent data analysis, interpretation, and presentation skills.

- Strong communication and collaboration abilities.

- Ability to manage multiple projects and meet deadlines in a fast-paced environment.