Director, Customer Insights (03-1962)
In today's world, the mix of customer engagement and customer experience includes digital and in-store components for our Lottery and Destination lines of business. The shift to digital has created unique opportunities to measure, analyze, experiment and improve customer experiences in real-time. With proper analysis and tools, it's possible to understand every step of the customer journey, to hone in on customer intent and to measure the success of the experience for both Atlantic Lottery and our players.
The successful candidate will help transform the way that data is being used inside Atlantic Lottery to help improve the end to end customer experience. It's an opportunity to move to a robust data-driven culture that delivers continuous measurable improvement in business outcomes and customer satisfaction.
The Director, Customer Insights reports to the Vice President, Sales and Marketing but will serve as the company's trusted advisor for all matters related to customer insights and advocacy, competitive trends, and industry knowledge. This position can be done from our Moncton or Halifax office location.
Customer Culture and Advocacy: Builds advocacy for sustained organizational investment in customer understanding. Challenges the organization to be relentlessly focused on the needs of the customer. Inspires curiosity about and respect for our end to end customer journeys. Fosters an organizational environment that is customer-focused. Proactively cultivates opportunities to bring cross-functional team members closer to customer challenges and opportunities. Helps the organization understand the value and application of consumer insights to make business decisions. Serves as an unbiased, empathetic representative for the customer and their needs.
Corporate Strategic Planning: Provides input to the corporate strategic planning process by providing valuable customer and industry learnings. Provides recommendations of measurement and benchmarking opportunities, from both within the lottery and gaming sector and from other sectors. Collaborates with marketing colleagues to determine where Atlantic Lottery products and services have growth opportunities, using current customer perceptions and industry trends. Makes recommendations grounded in customer knowledge and guided by a broader understanding of the business. Brings a spirit of collaboration and service to the role.
Customer, Communication and Innovation Research: Guides research planning using proven expertise in a wide variety of research methods, such as: consumer segmentation, concept testing, new product testing. Leads overall brand effort to identify and prioritize unanswered questions and unproven hypotheses about our customers. Guides the data analysis and provides actionable, unbiased, strategic recommendations on how to move the business forward by delivering solutions that spans the full spectrum of consumer touch points, across all product categories.
Product and Concept Testing: Leads the effort to assess consumer appeal to ideas and sets proper decision criteria at the appropriate times in the new product development process. Leads the effort to ensure the product will meets the customer needs, supports the overall brand positioning and helps identify quality issues
Market Landscape Analysis: Implements research related to the monitoring of customer and marketplace trends and competitive dynamics; transforms data into actionable insight, influencing decisions and behaviors of cross functional leadership. Builds and contributes to foundational understanding of product, category and marketplace dynamics including evolving retail purchasing trends such as home delivery. Determines the approach to evaluate the effects of marketing communications and social networking activity and aligns internal and external support to deliver a comprehensive actionable picture.
Project Management: Ensures research projects are designed to ask the right research question and address important business issues. Matches research to client needs and gains stakeholder alignment on scope. Demonstrates effective project management including setting appropriate action standards, selecting and guiding suppliers, managing within budget and schedule constraints, and, delivering actionable results.
Agency Partner Management: Oversees agency partner relationships on research projects by setting a clear understanding of project scope, budget, and deliverables. Leads direct reports' projects forward with appropriate level of supervisory guidance.
Leadership: Provides leadership to a group of research and data analytics professionals. Fosters a culture of customer advocacy within their own team and across the organization.
- Four-year university degree or graduate degree
- 10+ years of experience in a consumer insights/market research or similar consulting role.
- Client-side work in consumer products/durables preferred.
- Agency partner-side research experience a plus.
- Previous experience leading a team of market research and data analysts' professionals.
- Ability to create and present meaningful presentation to business partners and executive team members.
Work With Us
There are many reasons why we choose to work at Atlantic Lottery (AL) and one of the most important is feeling a sense of belonging and pride in being part of a company that exists to make Atlantic Canada a better place. AL wants to give back by investing in you through career development and growth that enhances your skills and leaves you feeling energized to come to work each day. We believe our most important asset is our people and we want you to progress at the pace of your talent and to the degree of your commitment. Does this opportunity fit within your development interests?