Director, Insights and Brand Strategy

4 weeks ago

Toronto, Canada Rogers Communications Full time

We are committed to connecting Canadians through unique partnerships, our world-class network and content Canadians love—and our innovative team is growing. We are looking for dedicated team members to join our Corporate team who have a genuine passion for making positive impacts on customers and the communities where we live and work. We have a variety of business units with exciting and meaningful work waiting for you, including Communications, HR, Legal and Corporate Affairs, Supply Chain, Finance, and Real Estate. If you are considering your next step, we have exciting opportunities waiting for you. Come build a rewarding career at Rogers and be a driving force behind our success story

**Who we’re looking for**:
We are looking for a Director, Insights and Brand Strategy.

Reporting into the Head of Brand and Partnerships, you will have ownership and accountability for all consumer and customer experience research and measurement supporting the Rogers, Fido and Chatr brands. You will also help guide the direction of the Rogers brand strategy and annual brand plan, by deeply understanding our target consumer, voice of our customer and market dynamics and delivering actionable insights and developing strategic recommendations to drive category, brand and channel growth.

We’re seeking someone with Brand, Marketing and Research expertise, who can influence and help shape the go-to-market approach across Rogers through the power of insights. A proven thought leader who can think strategically and understands the big picture - while clearly presenting and articulating the important facts that will have impact and influence.

**What you’ll do**:
Market Research - Consumer and Enterprise
- Ad hoc / custom research projects to inform brand and business strategic plans - e.g. market scoping, concept testing, pricing research, etc
- Market and brand tracking programs to measure RCI performance and perceptions vs. competitors
- Management of the syndicated research portfolio
- Ad testing and tracking program to measure campaign performance and identify optimization opportunities

Customer Experience Measurement:

- Relationship NPS measurement programs - internal + competitive tracking - to monitor customer advocacy levels, customer pain points and opportunities
- Interaction / touchpoint measurement programs (e.g. CSAT, CES) to monitor channel performance and customer service satisfaction
- Trigger-based research to capture feedback on specific customer journeys - e.g. new customer onboarding feedback

Brand Strategy
- Leverage consumer insights to support the development of a holistic brand strategy that aligns with our business goals, resonate with our target audience, and differentiates us in the market.
- Act as an aggregator of insights across all line of business, brand and customer experience research work. Monitor market and consumer trends and have a deep understanding of the changing consumer context and competitive landscape.
- Effectively translate into the “so what”, identifying watch outs and opportunities and providing clear actionable insights and recommendations on how to adjust strategies and potentially reshape our approach.

Stakeholder Management
- Navigating competing demands from a broad cross-section of partners across multiple lines of business
- Agency partnership - closely collaborate with creative and media agency partners to ensure campaign recommendations and plans are rooted in most relevant insights
- Vendor and budget management - work with +20 research vendors
- Influencing senior level stakeholders and partners with data
- Proactively identifying opportunities to get relevant insights in front of partners. Ensure insights are disseminated, deeply understood, and used as the basis for development of innovative new experiences, products, services, brand strategies, etc

Team Leadership and Development
- Lead a high-performing team of 10+ research, data and insights professionals
- Foster a collaborative and innovative work environment that encourages continuous learning and empowers team members to take fully own and drive their portfolios forward.
- Inspire the will to win and effectively coach team to higher levels of performance and engagement.
- Maintain a clear focus on team member growth and career planning

**What you bring**:

- 10-15+ years experience in Marketing, Brand Strategy and Consumer Research
- Experience leading a high-performing team, in a fast-paced work environment. Strong leadership skills and a passion for team member development is a must
- A proven track record of developing winning marketing and brand strategies, rooted in data and insights.
- An ability to lead through influence, collaborate with multiple stakeholders and manage competing priorities and demands.
- Comfortable working with and influencing senior level stakeholders and partners
- Creative thinker, with a solutions-oriented mindset
- Proactive self-starter who will comfortably

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