Director, Insights

3 months ago

Calgary, Canada Parkland Corporation Full time

**Competitive Benefits. Meaningful Extras. Unmatched Value.**
- A place where you can take your career in the direction you want to grow and go
- Flexible work options and summer hours for eligible employees
- Save on gas at stations across Canada, including Chevron, Fas Gas, Ultramar, and Pioneer

**The Opportunity**:
The Director, Customer Insights & Experience is responsible for leading significant organic growth in both retail and commercial divisions across the Parkland enterprise by seeking & understanding the voice of the customer and parlaying it to build brand platforms, processes, and programs. Responsibilities include building new insight channels through several quantitative and qualitative research methodologies, grow Parkland’s social listening capabilities, and oversee the brand health, stewardship and strategy of proprietary and strategic brands for Parkland’s growth across North & Central America. In this position the leader must collaborate effectively across regions and business units to achieve individual, team and company revenue and budgetary goals, and position the company for long-term sustainable growth.

This leader will be expected to invest in the development of strategy & operational skills for individuals within their own team as well individuals more broadly across the enterprise. The individual in this role will report directly to the Vice President, Customer Insights & Marketing and will partner directly with SMT members across the Canadian, US & Caribbean business stewarding results directly to the executive team.

In this role the leader will amplify the voice of the customer and develop scalable platforms to both inform strategic business decisions to deliver against our CVP across multiple brands and businesses, and develop methodologies to creative metrics and scorecards to measure customer sentiment and success. This is an enterprise-wide role, where all initiatives, platforms and programs should be scalable to build a ‘Parkland way’ and to drive efficiencies throughout the Strategic Marketing team. The leadership in customer insights includes but is not limited to the strategic development of research methodology that includes quantitative research measuring brand health, marketing effectiveness, and target customer segment sentiment; and transactionally triggered surveys measuring the OSAT of customers experience; and building and integrating Parkland’s competency and capabilities around social listening, community management, and social amplification. This role has the accountability to a multi million-dollar budget, the leadership of cross functional teams, and driving cohesion and efficiencies across the Canadian, US and Caribbean Marketing Execution teams.

The Director must have the ability to translate emerging trends into customer needs and introduce innovative ways to reach the customer and the ability to build, nurture and influence productive, collaborative, and communicative relationships within, across and outside of the organization. This position is responsible for planning, organizing, staffing and management of all customer insights and actionable outcomes for the betterment of customer experience; in turn enabling Parkland to achieve its financial targets, to meet its customer’s needs and to enable the continued growth of Parkland’s market share across all retail and commercial banners Enterprise wide (Canada, US, Caribbean).

The primary responsibility of this role is to lead the marketing customer insights department and oversee all customer research, surveys, social listening, and program development across all regions in which Parkland operates. In this position, the Director oversees planning process inclusive of the definition of target consumers and the development of marketing mix and strategies on consumer brand-interaction to encourage increased purchase.

You will develop and mentor your team and create a culture of excellence and continuous improvement in the development, implementation, and execution of strategic enterprise-wide segmentation and insights plans. Responsibilities include driving C-Suite engagement at key strategic decision points with our strategic partners, oversight of analytical frameworks, identification of business and operational opportunities and risks and expansion of Parkland long term strategic vision.

**Responsibilities**:
Quantitative and Qualitative Research
- Establish objectives, specific targets and strategies that will facilitate positive organic growth, supporting company targets
- Collaborate with SLT, Strategy team, Regional operations & merchandising teams to identify research needs, and drive research methodology to create a scalable segmentation model that allows for a common and comprehensive understanding of our customers and their connection to our brands
- Lead global partners to facilitate and execute against all quantitative and qualitative research needs ensuring Parkland remai

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