Director of Research & Insights

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Job description

GoHealth's mission is to improve access to healthcare in America. Increasingly, consumers age 60+ need information and our purpose is to support and educate them as they navigate the complexities of Medicare coverage.

To support our bold ambitions, GoHealth is searching for a Director of Research & Insights to build our internal insights practice. The Director will establish a scalable structure to collect data on our consumers, members, and staff - work that will be essential to GoHealth's brand strategy and growth. You'll oversee a team of full-time analysts and vendors to conduct research and distill information gathered into actionable insights for the organization. This leadership position reports to the VP of Brand & Acquisition and will play a significant role in defining the underlying segmentation on which our brand positioning is based. Beyond marketing, this practice area leader will champion the importance of insights enterprise-wide and be an advocate for collecting and acting upon data from consumers, members, and staff.

Frequently cited statistics show that women and underrepresented groups apply to jobs only if they meet 100% of the qualifications.GoHealth encourages you to break that statistic and to apply. No one ever meets 100% of the qualifications. We look forward to your application.

Responsibilities

• Own and expand the primary research function at GoHealth, leading all aspects of the research process, including identifying and scoping research needs, vendor selection and contracting, study design, analysis, and communication of results
• Oversee the planning and delivery of research work that informs brand strategy, builds our understanding of target audiences across the business, and identify opportunities for effective messaging to attract new members
• Implement, maintain, and report out on Brand Tracker to measure impact of brand building investments
• Implement a Voice of the Customer program and/or Net Promoter Score instrument to continually expand organizational knowledge of member needs, satisfaction, and brand RTBs
• Implement a longitudinal survey to gather employee insights, monitor attrition trends, and tracking satisfaction of new hires over time
• Oversee all consumer insights research and packaging of the material into consumer-facing material and reports which can be activated for publicity, educational content online, and social media
• Champion data hygiene and customer record management to enable ongoing, effective surveying of members and staff
• Track and report on changes in Medicare consumer demographics, psychographics, and other characteristics
• Leverage your deep research, analysis, and storytelling skills to champion the role of insights and drive business outcomes throughout the organization
• Collaborate cross-functionally to identify knowledge gaps across the business and develop a research learning agenda
• Create clear, compelling, and data-driven research presentations that influence stakeholders across the organization
• Build and scale enterprise research capabilities, including both in-house analyst talent and variety of research vendors (e.g. NORC, Displr, Q Software, Lucid, etc.) to meet the business needs
• Manage the research budget, invoicing, contracting, and vendor onboarding
• Develop processes for continual improvement, including documenting best practices, communicating insights and lessons, and developing a research intake process and catalog
• Conduct external competitive research on messaging in the Medicare marketplace and from carriers
• Conduct panel-based consumer ad testing on TV and digital advertisements
• Oversee ad-hoc marketing research studies to inform ongoing decision-making (e.g. response lift from celebrity endorsers, ad resonance to stylistic treatments on digital ads, IDIs to inform brand repositioning work)
• Draft questionnaires and program surveys; develop sample quota; collect, evaluate and validate raw data, and produce executive summary findings and visual aids
  

Skills And Experience

• 12-15 years of marketing research experience with significant brand-side, direct-to-consumer insights experience
• At least 5-6 years of vendor management overseeing the work of 2-3 vendors/tools
• At least 3-5 years of leadership experience managing at least 1-2 analysts
• Proven experience conducting and commercializing consumer research studies
• Proven experience maintaining a brand tracker and running a VoC or NPS program
• Strong communication skills with ability to produce executive summaries and briefings that succinctly communicate insights with impact
• Exceptional organizational skills with ability to manage multiple complex projects simultaneously
• Bachelor's Degree in a relevant field, or on the job work experience equivalent
• Experience in a high-volume, direct response lead gen marketing environment
• Firsthand experience supporting direct-to-consumer brand positioning work
  

Benefits And Perks

• Open vacation policy because work life balance is important
• 401k program with company match
• Employee Stock Purchase Program
• Medical, dental, vision, and life insurance benefits
• Paid maternity and paternity leave
• Professional growth opportunities
• Generous employee referral bonuses
• Employee Resource Groups
• Work from Home Stipend
• GoHealth is an Equal Opportunity Employer
  

Due to the unprecedented situation of COVID-19, GoHealth has decided to protect our current and future employees by managing our business remotely. This is inclusive of interviewing, onboarding and each role day-to-day. Please consider that our roles will not be remote long-term and will return to an office setting once we're safe to do so following the guidance of local health authorities and the CDC.