Audience Insights and Research Manager

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Job Title:
Audience Insights and Research Manager

Department:
Advancement | Business Intelligence

Position Overview

The Ohio State University’s Office of Advancement seeks an Audience Insights and Research Manager.

Customers are at the heart of Ohio State’s Office of Advancement. As a result, studying their preferences, needs and behaviors is central for developing an effective operational and marketing strategy. This role, under the broader umbrella of the integrated Business Intelligence and Data Science team, will be a voice for the customer and a change agent for the organization. This role is designed to capture and bring to life the voices of customers (current and future) that the Ohio State Office of Advancement serves. Through communication of the wants, needs, challenges and aspirations of our customers, work with stakeholders to efficiently identify and capitalize on opportunities that improve the customer experience that deepens engagement with Ohio State

Reporting to the Associate Director, Audience Insights & Research, this highly visible role partners closely with peers across the broader Business Intelligence and Data Science team and with cross-functional stakeholders across the Advancement organization. Bringing an intimate understanding of how our customers consumers interact with Ohio State, this pivotal role demands a focus on how to most effectively solve business challenges through an orchestrated system of touchpoints that inspires connectivity with Ohio State.

The ideal candidate will be self-motivated, independent, with excellent communication skills and strong project management capabilities. This person will need to possess a creative approach to problem solving with a humble, team-oriented and optimistic attitude and the ability to think and react in a high-energy, fast-paced environment.

All members of Advancement are part of creating an inclusive culture that inspires and exceptionally diverse and talented team and are measured on their adherence to the following core competencies: Leadership, Continuous Improvement, teamwork and Collaboration, and Communication/Interpersonal Effectiveness.

Duties and Responsibilities

75% - Market Research, Analytics & Insight Translation

• Influence the organization’s approach to creating data-driven strategies that lead to boundary-pushing, human-centric communications, experiences, and products to solve customer pain points and drive business growth.

• Be an evangelist of data-informed decision making and consistently identify new ways to leverage data and analysis.

• Map consumer experience journeys to identify high impact moments for our brand to connect with constituents.

• Craft stories based on how and why consumers are interacting with our brand to better connect with our consumers.

• Work with cross departmental teams to determine key metrics and ways to quantify impact on customer experience on the overall business, including customer engagement and customer satisfaction.

• Frame and design research projects; build a solid customer understanding through both primary and secondary research (e.g., surveys, focus groups, market analysis, customer personas, day-in-the life mapping, attitudes and usage studies, etc.).

• Interpret research findings into actionable insights that provide valuable direction to business partners.

• Perform deep dive insight analysis to discover customer behavior patterns.

• Advocate on behalf of the customer to enable the organization to understand customer needs at a deep level - provide continuity of learnings across stakeholders to offer recommendations that influence the business decisions.

• Support and lend expertise on how to handle customer touchpoints effectively when teammates are interacting with customers.

• Design questionnaires, design samples, monitor data collection, analyze data, report findings.

• Develop raw data into usable databases using statistical software packages and appropriate data cleaning and development techniques. Conduct analysis on the data using appropriate statistical analysis methodologies.

• Capture, integrate and interpret customer data from a range of sources and communicate these findings across departments.

• Manage project workflow, administration, and delivery with a strong adherence to deadlines and an eye for continuous process improvement.

25% - Community Management

• Provide member value, high energy, and inspiring leadership skills with administrative oversight responsibilities for the implementation of strategic research, and engagement initiatives for the Alumni Insights Community.

• Partner with stakeholders to understand gaps in audience understanding and develops research strategy to collect insights from community members.

• Partner with stakeholders to develop and execute engagement strategies that align with current branding and marketing initiatives at the university.

• Oversee data management, including the collection and organization of member information, prospective members, membership renewal, and new member processing.

• Develop and implement strategies to drive results in member acquisition and retention.

• Develop tools and feedback mechanisms to gauge member satisfaction.

• Research and identify prospective members.

• Identify and develop strategies to retain at risk members, and to increase member retention.

• Target specific groups to market various research topics, programs and services.

• Develop membership policies and procedures and implement them.

• Identify customer service needs and keeps abreast of membership trends.

• Monitor and regularly report on size, activity & health of the Alumni Insights Community.

• Develop, enhance, update, and maintain the intranet web content and promotion for the Alumni Insights Community.

• Oversee all technical and system administration aspects of the community. This includes working with the community platform vendor to address, resolve, and communicate any issues related to the features and functionality of the community.

Required Qualifications

• Bachelor's degree or equivalent education and experience

• 4 years of market research, customer insights or statistical analysis experience

• Intermediate experience in using both qualitative and quantitative research methods

• Intermediate expertise in SPSS/SAS/R.

• Experience with Qualtrics or similar application

• Proficient in Microsoft Word, Excel and PowerPoint

Desired Qualifications (We are dedicated to building a diverse and inclusive workplace and encourage you to apply even if your experience does not align perfectly)

• Bachelor’s degree in social science, marketing, business administration or related field of study.

• Master’s degree in social science, marketing, business administration or related field of study.

• Experience in the higher education industry.

• Advanced expertise in SPSS/SAS/R.

• 4-6 years of market research, customer insights or statistical analysis experience.

• Advanced experience authoring questionnaires and analyzing/synthesizing responses to develop business insight.

• Experience with customer segmentation, personas, and journey mapping.

• Advanced experience in using both qualitative and quantitative research methods.

• Experience using marketing automation platforms like Salesforce, Watson, Marketo, etc.

• Highly proficient in Microsoft Word, Excel and PowerPoint

• Whole brain thinking- comfortable speaking to (and knowing the difference between) strategy and tactics, deft at integrating quant and qual data to communicate insights.

• Ability to drive projects to conclusion and work effectively with a variety of cross functional partners from various levels within the company.

• Excellent writing and presentation skills with the ability to effectively communicate research results to others.

• Intermediate experience authoring questionnaires and analyzing/synthesizing responses to develop business insight.

• Intermediate to advanced experience with statistical techniques in solving problems/applying sound analytical thinking and innovative research methodologies/approaches.

• Demonstrated ability to move from research to business implications and make strong presentations of research data.

• Experience in working in a cross-team environment as a consultant, providing advice, assistance and recommendations.

• Ability to work independently and efficiently with minimal supervision.

• Experience managing multiple concurrent projects and competing priorities to successful completion against deadlines.

• Exceptional communicator backed by creative visuals (bringing to life our customers and consumers for the organization.

• Demonstrates that s/he understands Voice of Customer (VoC) tactics and practices (e.g. crafting discussion guides, setting up focus group/IDIs).

The Office of Advancement is committed to providing tools and resources for you to learn our business, proprietary databases, university-specific processes, and advancement practices.

Commitment to Inclusion

The Office of Advancement is committed to active allyship in addressing and dismantling the inequities created by systemic racism and implicit, long-held bias. We pledge to act with kindness, respect, and integrity at all times; trust ourselves and our colleagues and empower their whole identities; and hear and see our colleagues’ ideas, voices, and perspectives, acknowledging that we are better together.

You Need to Know

Aside from the unparalleled benefits of working for The Ohio State University and working in the diverse, smart, enjoyable, and growing city of Columbus, Ohio, this opportunity will provide exceptional rewards that arise from working for an institution doing worldwide life-changing teaching and research. Learn more here:  https://hr.osu.edu/careers/ .

In accordance with the Disaster Preparedness and University State of Emergency Policy 6.17 this position has been designated as a standby position.

Additional Information:

To learn more about the Office of Advancement, please visit advancement.osu.edu .

The pay range for this job profile is $73,100 - $80,000 (min - mid). The offer for this position will fall within this range based on internal equity, unit's available budget, and the candidate's qualifications.

Salary range: $73,100 - $80,000

Function: Marketing and Communications           

Sub-function: Audience Insights and Research    

Career Band: Individual Contributor - Specialized              

Career Level: S3 Senior  

Location:
University Square North (1031)

Position Type:
Regular

Scheduled Hours:
40

Shift:
First Shift

Final candidates are subject to successful completion of a background check.  A drug screen or physical may be required during the post offer process.

Thank you for your interest in positions at The Ohio State University and Wexner Medical Center. Once you have applied, the most updated information on the status of your application can be found by visiting the Candidate Home section of this site. Please view your submitted applications by logging in and reviewing your status. For answers to additional questions please review the frequently asked questions .

The Ohio State University is an equal opportunity employer.

All qualified applicants will receive consideration for employment without regard to age, ancestry, color, disability, ethnicity, gender identity or expression, genetic information, HIV/AIDS status, military status, national origin, race, religion, sex, gender, sexual orientation, pregnancy, protected veteran status, or any other basis under the law.

Applicants are encouraged to complete and submit the Equal Employment Identification form.