Job Description: What will you do?
- Conduct in-depth research to understand consumer behaviour, market trends, and brand positioning.
- Leverage multiple sources of data, including response data from brand and sponsorship tracking programs, primary proprietary research, media spend, earned media, social media monitoring, etc. to deliver insights to assess brand health, equity, and loyalty for driving business outcomes
- Foster relationships and consult with marketing partners to understand the client acquisition and retention strategies and plans as it relates to the brand consideration
- Provide an understanding of target audience by analyzing consumer preferences, behaviours, and pain points to tailor messaging and communications campaigns effectively
- Validate brand elements to ensure that visual identity and design choices resonate with existing and prospective clients Identify unique brand attributes and competitive positioning to help create distinct and compelling strategies
- Provide insights from ongoing brand tracking to refine marketing tactics for improving ROI and brand equity over time
- Explore customer motivations and cultural insights through advanced methods like ethnography, neuroscience, and semiotics
- Ensure insights align with brand purpose and marketing goals/objectives by applying deep knowledge of brand marketing principles and content strategy
- Deliver forward-thinking recommendations by leveraging understanding of social media platforms and trends
- Identify and articulate platform-specific opportunities for short-form video and social storytelling
- Conduct in-depth analysis to generate actionable insights and data-backed recommendations
- Develop customized reports and presentations connecting insights with client brand strategy
- Collaborate with Canadian business units and marketing teams to understand the brand funnel metrics
- Build a deep understanding of our key clients, client segments and personas (retail clients, group members, advisors, and sponsors) and their client journeys. Proactively share client insights with partners and team members and take clear steps to help build a "client-obsessed" culture within Sun Life
What will you need to succeed?
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University degree in a relevant area or equivalent experience
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Minimum of 7 years of experience working on brand research at client-side or market research vendor
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Experience gathering client/customer insights through a variety of tools and methodologies including quantitative and qualitative, ethnography, neuro-science, semiotics, social media, etc.
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Strong data and analytics skills and applying these skills to deliver clear insights and a compelling story
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Proven experience and strong knowledge of various brand research metrics and how to best capture and share these to provide a broad and full picture of our marketing effectiveness
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Strong collaboration and influencing skills, working with cross-Business Unit groups to promote and deliver strong client engagement initiatives
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Effective and confident listening and communication, comfortable in a variety of situations with junior through to senior roles
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A strong, demonstrated record of accomplishment of driving business results and organizational change through brand health measurement and insights
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Excellent problem solving skills and communication skills with the ability to present a compelling argument for change
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Great Place to Work® list for Best Workplaces for #HybridWork -- 2022
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Great Place to Work® list for Best Workplaces for Professional Development in Canada -- 2022
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Great Place to Work® list for Best Workplaces in Canada -- 2022
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Named "Best Places to Work" by Glassdoor - 2021
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Canada Award for Excellence for Mental Health at Work - 2021
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Pension, stock and savings programs to help build and enhance your future financial security
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Work and professional development that is united by our Purpose: to help Clients and Employees achieve lifetime financial security and live healthier lives
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A friendly, collaborative and inclusive culture
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Be part of our continuous improvement journey in developing the next greatest digital enterprise experience
Sun Life Financial
