Responsibilities

• Segmentation & Personas - Own segmentation and personas for audience segments—keeping them accurate, current, and grounded in real audience behavior - Build and evolve the insight base on what moves each audience, synthesizing research, data, and signal as the marketplace shifts - Teach the org how to apply personas in practice—through enablement, documentation, and hands-on support—so teams use them correctly rather than as static reference material - Translate persona and audience work into messaging inputs and practical tools other teams can pick up and run with Brand Health - Maintain an ongoing, consistent pulse on brand health across relevant metrics and signals - Stay closely attuned to NPS trends and incorporate them into your learnings to inform insights and actions - Turn brand health findings into clear, prioritized recommendations for stakeholders and leadership - Track trends over time and flag emerging risks or opportunities before they become urgent Brand Asset Management & Governance - Own and maintain brand guidelines, Confluence documentation, and governance processes that keep brand and persona usage consistent across the org - Build Claude skills and other tools that democratize access to brand and audience knowledge, reducing reliance on this team for every decision - Set and enforce quality standards for how brand and persona assets are used, updated, and retired

Requirements

• 8+ years in brand strategy, audience insights, or market research, ideally in a B2B, marketplace, or two-sided platform business
• Proven experience building and scaling segmentation and personas from research through org-wide adoption
• Comfort with both qualitative and quantitative research methods, and the ability to translate findings into recommendations non-researchers can act on
• Experience owning governance systems—brand guidelines, documentation platforms, approval workflows—that hold up as an org scales
• Experience running campaign measurement and post-mortems, with comfort in marketing analytics tools and turning results into recommendations that shape the next campaign
• Familiarity with AI tools (e.g., Claude) and genuine interest in building internal tools that scale insight and governance across teams
• Strong teaching and enablement instincts; you measure success by whether others use personas well, not just whether personas exist

Benefits

• The estimated base salary range for new hires into this role is $132,000-150,000 annually + bonus depending on factors such as job-related skills, relevant experience, and location. We also offer a competitive benefits package, including 401(k) match, medical, dental and vision insurance; life and disability insurance; generous paid time off including vacation, sick leave, floating and fixed holidays, maternity and bonding leave; EAP, other wellbeing resources; and much more.