Sr. Manager, Customer Insights

Vera Bradley•Roanoke, IN

2d•$121,000 - $181,600

About The Position

The Director, Customer Insights requires analytics expertise to create a customer insights foundation for Vera Bradley by instituting a “customer intimacy” program involving quant and qual research and by leveraging existing systems/platforms and putting into place new standards and practices. This role will stand up a clean, decision-ready customer reporting foundation and baseline of customer insights that will drive strategy and marketing activities short and long term. ESSENTIAL DUTIES & RESPONSIBILITIES (Note: Other duties may be assigned) To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions . Diagnoses existing customer data regardless of source, defining core customer KPIs, and delivering standardized, repeatable reporting for purposes of performance analysis, strategic decisions, budgeting and quarterly earnings calls. Translates complex analysis into clear, decision-ready insights for both technical and non-technical stakeholders. Works cross-functionally with the Merchandising team to help unlock product value and potential through customer behaviors and trends. Conducts both quantitative and qualitative research to drive results. Works with Marketing team to build and assess audience campaign strategies based on knowledge of overall customer file and growth objectives. Institutes credible annual brand tracking customer health measures. Builds customer segmentation personas and quantifies opportunities across various groups, in tandem with Leadership strategic intent. Creates the customer health story, based on data inputs and overall understanding and analysis of the data file. Creates a customer intimacy program that allows key stakeholders to better understand customer personas, behaviors and needs, for purposes of succeeding with product development, marketing campaigns, and overall company growth strategy. Builds and applies knowledge of season goals, campaign objectives, past campaign performance and available customer information to align on audiences for marketing campaigns. Works with marketing and platform partners to track campaign performance and evaluate audience adjustments as needed. Links customer segmentation to overall strategic roadmap for customer growth, acquisition and retention. Reports out on core customer KPIs in meaningful analysis. Delivers full-year customer performance diagnostics to inform forward planning and budgeting as well as strategy to drive acquisition, retention and LTV. Leverages Data Analyst Team’s Power BI models to build and refresh executive-ready Power BI dashboards. Creates standardized, reusable views designed for ongoing use by Marketing Team for executive and weekly operating reports. Proactively identifies and flags gaps, anomalies, or logic issues. Partners with Data Analytics team to leverage data models for Marketing and Customer analysis and best usage cases. Partners with Marketing and Leadership to refine priorities. Implements automated refresh processes where feasible. Delivers a clean handoff, including light training and documentation, to internal teams.

Requirements

Bachelor's degree in business, marketing, data analytics, or a related field.
7+ years experience in data analytics, BI, or customer analytics (agency or in-house).
Proven experience working with customer-centric datasets (retail, consumer goods, e-commerce).
Comfortable defining KPIs that support financial planning and growth decisions.
Strong documentation and communication skills; able to enable non-technical teams.
Able to work independently, move quickly, and deliver in a compressed timeline
Comfortable operating as a strategic thought partner, not just a reporting resource
Senior-level judgment, speed, and autonomy
Ability to work directly with leadership, translating business questions into analytic frameworks, and delivering insight that informs financial planning and customer growth strategy.
Strong team player with the ability to build and maintain good rapport with both internal and external customers to handle situations with confidence and tact
Able to solve complex problems with the ability to take a new perspective on existing solutions
High level of analytical thinking and attention to detail
Effective leadership, project management and vendor management skills

Responsibilities

Diagnoses existing customer data regardless of source, defining core customer KPIs, and delivering standardized, repeatable reporting for purposes of performance analysis, strategic decisions, budgeting and quarterly earnings calls.
Translates complex analysis into clear, decision-ready insights for both technical and non-technical stakeholders.
Works cross-functionally with the Merchandising team to help unlock product value and potential through customer behaviors and trends.
Conducts both quantitative and qualitative research to drive results.
Works with Marketing team to build and assess audience campaign strategies based on knowledge of overall customer file and growth objectives.
Institutes credible annual brand tracking customer health measures.
Builds customer segmentation personas and quantifies opportunities across various groups, in tandem with Leadership strategic intent.
Creates the customer health story, based on data inputs and overall understanding and analysis of the data file.
Creates a customer intimacy program that allows key stakeholders to better understand customer personas, behaviors and needs, for purposes of succeeding with product development, marketing campaigns, and overall company growth strategy.
Builds and applies knowledge of season goals, campaign objectives, past campaign performance and available customer information to align on audiences for marketing campaigns.
Works with marketing and platform partners to track campaign performance and evaluate audience adjustments as needed.
Links customer segmentation to overall strategic roadmap for customer growth, acquisition and retention.
Reports out on core customer KPIs in meaningful analysis.
Delivers full-year customer performance diagnostics to inform forward planning and budgeting as well as strategy to drive acquisition, retention and LTV.
Leverages Data Analyst Team’s Power BI models to build and refresh executive-ready Power BI dashboards.
Creates standardized, reusable views designed for ongoing use by Marketing Team for executive and weekly operating reports.
Proactively identifies and flags gaps, anomalies, or logic issues.
Partners with Data Analytics team to leverage data models for Marketing and Customer analysis and best usage cases.
Partners with Marketing and Leadership to refine priorities.
Implements automated refresh processes where feasible.
Delivers a clean handoff, including light training and documentation, to internal teams.

Benefits

Vera Bradley offers a variety of medical, dental and vision programs to meet your family’s health care needs.
Medical plan options including both a HDHP/HSA plan and a PPO plan
Dental
Vision
Flexible spending accounts
Life insurance provides peace of mind for your family should the unexpected happen.
Employer provided 2X your salary in life insurance
Accidental Death and Disability insurance
Voluntary life insurance for you, your spouse and your children
If you are unable to work due to illness or injury Vera Bradley provides several programs to protect your income at no cost to you.
Short-term disability
Long-term disability
The Vera Bradley 401k plan helps you accumulate savings for retirement
401k with generous company match, immediate vesting (age and service requirement)
Strong line up of professionally managed funds
Safe-harbor plan design
Enjoy generous time off programs.
Earn up to 3 weeks of paid time off in your first year of employment with opportunity to earn more
9 paid holidays a year
Paid bereavement leave
Vera Bradley offers the opportunity to serve your community.
Voluntary Time Off
Access to a variety of financial, physical, and mental wellness experts
Employee Assistance Program with access to work/life wellness support including no cost unlimited telephonic counseling services
Opportunities for leadership development, skill development and career advancement
Generous employee discount on Vera Bradley products
Bonus opportunity, identity protection, legal services, pet insurance, cell phone discount, employee referral bonus, annual birthday gift, DailyPay, corporate fitness facility and individual policies through Aflac