Insights fuel our campaigns at Purple Strategies. Serving as a core client team member, the Strategic Insights Lead is responsible for driving our work with an approach that combines art, science and storytelling, uses data to realize and maximize the value of our creative work, and ensures our campaigns are successful over time.
Responsibilities will include:
Leading client teams to ask and answer the right questions to guide strategy and tactics,
Guiding the collection and analysis of a wide variety of data for client engagements, including but not limited to quantitative and qualitative research, social listening, web traffic and user behavior, financial data, paid media performance metrics, and syndicated audience profiling,
Leading efforts to develop measurement strategies, oversee client specialists’ data collection, to include key performance indicators (KPIs) and supporting metrics, and monitor ongoing analytics programs,
Providing leadership and mentoring in extracting key insights from data, KPIs, and supporting metrics and leading optimization strategies across tactics,
Executing testing plans and providing post-testing analysis on campaign performance,
Integrating data-driven insights into the entire client engagement, and
Providing mentoring when possible, and serving as a strategic leader.
8-12 years of experience in a marketing services leadership role within a strategic communications agency, research, advertising, marketing firm, or similar client-side or consulting experience, and
Proven leadership applying research insights to the development and execution of strategic plans and campaigns.
Desired Skills: We are looking for smart, analytical thinkers who are able to frame an insights POV from a wide variety of information sources which should include some combination of the following:
Social media monitoring services, such as Netbase, Crimson Hexagon, or Sysomos,
Qualitative and quantitative research techniques to inform reputation, crisis or broader communication strategies,
Data visualization and analytics tools such as Tableau, Omniscope, PowerBI, Web Analytics, Adobe Analytics, Good Analytics, Webtrends, A/B & MVT Solutions (Target, Optimizely, Sitespect),
Syndicated measurement tools such as comScore, Nielsen and ad effectiveness research tools such as ComScore, Millward Brown Digital, GFK, Nielsen Marketing Cloud,
Client-provided data sources such as sales data, financial reporting, public statements and speeches, and business intelligence.