Who: A Place for Mom
Position: Data Journalist & Consumer Insights Manager
Where: Seattle
What: Since 2000, A Place for Mom has helped over 1 million families move into senior living. A Place for Mom is seeking a motivated, articulate, data-driven marketing leader to head up consumer insights for A Place for Mom. The ideal candidate has deep interest in consumer trends and an analytical mind that allows the individual to analyze data and create crisp consumer and business partner insights and that will be integrated throughout our strategic plans, business programming and consumers / industry communication.
Responsibilities:
Data Journalism; Blogging & PR: Leverage internal data, learnings, trends and insights to uncover newsworthy stories leveraging proprietary data to write blogs, newsletter stories and articles that will be of interest to consumers, APFM partners and consumer and trade press. Writing and communication style should make data driven stories accessible and understandable to intended audiences and help position APFM as a thought leader and “go to brand” for journalists within the senior living / lifestyle category.
Quarterly Industry Reports: Consumer insights manager will be responsible for creating a quarterly, industry trend report that summarizes the trends APFM is seeing within the industry. Our focus is helping sons and daughters find senior living for their parents. As part of this process we gather a lot of information on both the family as well as the prospective senior resident. We want to leverage the data we have to share important industry trends internally, with our business partners and through the media when appropriate. The execution of this quarterly report will position APFM as leader within the industry and will provide value added information to our partners as well as critical information to our internal marketing channels.
Monthly Consumer Scorecard: Used by executives and marketing leaders to effectively target consumers and understand shifting dynamics and trends relating to our target audience demographics, care needs and senior living lifestyle wants as families conduct their senior living search.
Identify Profit Pools: The consumer insights manager will work with APFM Marketing Analytics Manager and Marketing Channel Leads to uncover consumer data that helps APFM marketing channel managers better target consumers and drive profitability within their respective marketing channels. Examples are listed below:
-Identify local markets that over index in opportunity based on consumer demographics.
-Uncover opportunities related to higher acuity care and consumer targeting.
-Evaluate data related to Senior Housing growth and look for target opportunities where APFM could aggressively invest to attract profitable customers and build market share.
Consumer Quality: Partner with the VP of brand marketing to create quarterly measurement of consumer and business partner quality and NPS scores. Help uncover insights impacting quality service delivery that ultimately impacts business performance.
Internal Data: The consumer insights manager will help internal teams conduct self-reported surveys among our family customers and business partners.
Insights Resource Center: The consumer insights manager will work to create an on-line library of internal and external data and insights easily accessible by internal APFM team members to support business strategy development and planning. The library will also pull in external consumer & industry trend data and reports.
Requirements:
-Bachelor’s degree, MBA preferred.Minimum 5 years’ using data and analytics to identify & communicate about consumer insights / trends
-Experience managing consumer insights / research for other organizations.
-Strong writing or journalism skills; PR experience a plus.
-The right combination of analytics, data interpretation and creativity to uncover insights that will drive our business and help APFM establish themselves as a leader of the senior living industry.
-Excellent presentation and writing skills at executive level.
-A strong, collaborative team member.
How: Apply Here
