Senior Director of Insights and Analytics (Marketing)
Boston Children's Hospital
- Boston, MA
- 30+ days ago
Highlights
Lead competitive intelligence efforts to assess market dynamics, competitor positioning, messaging, service offerings, media activity, and emerging trends. • Develop and lead an enterprise brand health measurement strategy, including awareness, consideration, preference, perception, differentiation, and reputation tracking.
Numbers & Facts
| Location | Boston, MA |
Description
Position Summary: Director of Insights & Analytics (hybrid)
Key Responsibilities:
1.Strategic Leadership
• Lead the vision, strategy, and evolution of the Insights & Analytics function in support of
enterprise marketing and growth objectives.
• Serve as the senior strategic advisor on consumer, patient/family, and referring physician
insights, analytics, segmentation, brand measurement, competitive intelligence, and
campaign effectiveness.
• Develop and operationalize a multi-year roadmap for research, measurement,
dashboarding, and advanced analytics capabilities.
• Partner with executive, marketing, digital, strategy, service line, foundation, CRM, and
data leaders to ensure insights and analytics are aligned to organizational priorities.
• Build a culture of evidence-based decision-making across the department and broader enterprise.
2. Consumer and Physician Insights / Research
• Lead the enterprise consumer and referring physician insights agenda to deepen
understanding of audience needs, preferences, perceptions, behaviors, motivations, and
barriers.
• Design and oversee qualitative and quantitative research across a wide range of business
needs, including:
• Audience and market understanding
• Referring physician attitudes, preferences, and referral drivers
• Consumer/patient-family decision-making
• Brand and message testing
• Customer journey mapping
• Service line/foundation-specific research
• Competitive and market landscape assessments
• Marketing campaign impact studies
• Establish research standards, methodologies, vendor management practices, and insight
dissemination processes.
• Translate research findings into strategic recommendations for marketing, messaging,
access, experience, growth, and relationship-building initiatives.
3. Brand Health Tracking and Competitive Intelligence
• Develop and lead an enterprise brand health measurement strategy, including awareness,
consideration, preference, perception, differentiation, and reputation tracking.
• Monitor brand performance over time and identify drivers of change across key audiences
and markets.
• Lead competitive intelligence efforts to assess market dynamics, competitor positioning,
messaging, service offerings, media activity, and emerging trends.
• Integrate brand, market, and competitive insights into strategic planning, campaign
development, and growth recommendations.
4. Segmentation and Audience Strategy
• Lead development of an enterprise segmentation strategy for consumers and, where
relevant, referring physicians.
• Define audience segments using research, demographic, psychographic, attitudinal,
behavioral, CRM, and utilization data.
• Partner with marketing, CRM, digital, and strategy teams to operationalize segments
across campaign planning, personalization, content, channel strategies, and journey
orchestration.
• Ensure segmentation frameworks remain current, actionable, measurable, and tied to business outcomes.
5. Analytics Leadership
6. CRM Analytics and Lifecycle Measurement
7. Campaign Performance and Optimization
8. Dashboard and Self-Service Reporting Strategy
9. AI-Enabled Analytics and Insight Generation
Education:Bachelor's Degree, Masters Preferred. Business administration, marketing, business, public health, statistics, economics, social sciences, data analytics, or a related field.
Experience: 10+ years experience.
#LI-POST
Key Responsibilities:
1.Strategic Leadership
• Lead the vision, strategy, and evolution of the Insights & Analytics function in support of
enterprise marketing and growth objectives.
• Serve as the senior strategic advisor on consumer, patient/family, and referring physician
insights, analytics, segmentation, brand measurement, competitive intelligence, and
campaign effectiveness.
• Develop and operationalize a multi-year roadmap for research, measurement,
dashboarding, and advanced analytics capabilities.
• Partner with executive, marketing, digital, strategy, service line, foundation, CRM, and
data leaders to ensure insights and analytics are aligned to organizational priorities.
• Build a culture of evidence-based decision-making across the department and broader enterprise.
2. Consumer and Physician Insights / Research
• Lead the enterprise consumer and referring physician insights agenda to deepen
understanding of audience needs, preferences, perceptions, behaviors, motivations, and
barriers.
• Design and oversee qualitative and quantitative research across a wide range of business
needs, including:
• Audience and market understanding
• Referring physician attitudes, preferences, and referral drivers
• Consumer/patient-family decision-making
• Brand and message testing
• Customer journey mapping
• Service line/foundation-specific research
• Competitive and market landscape assessments
• Marketing campaign impact studies
• Establish research standards, methodologies, vendor management practices, and insight
dissemination processes.
• Translate research findings into strategic recommendations for marketing, messaging,
access, experience, growth, and relationship-building initiatives.
3. Brand Health Tracking and Competitive Intelligence
• Develop and lead an enterprise brand health measurement strategy, including awareness,
consideration, preference, perception, differentiation, and reputation tracking.
• Monitor brand performance over time and identify drivers of change across key audiences
and markets.
• Lead competitive intelligence efforts to assess market dynamics, competitor positioning,
messaging, service offerings, media activity, and emerging trends.
• Integrate brand, market, and competitive insights into strategic planning, campaign
development, and growth recommendations.
4. Segmentation and Audience Strategy
• Lead development of an enterprise segmentation strategy for consumers and, where
relevant, referring physicians.
• Define audience segments using research, demographic, psychographic, attitudinal,
behavioral, CRM, and utilization data.
• Partner with marketing, CRM, digital, and strategy teams to operationalize segments
across campaign planning, personalization, content, channel strategies, and journey
orchestration.
• Ensure segmentation frameworks remain current, actionable, measurable, and tied to business outcomes.
5. Analytics Leadership
6. CRM Analytics and Lifecycle Measurement
7. Campaign Performance and Optimization
8. Dashboard and Self-Service Reporting Strategy
9. AI-Enabled Analytics and Insight Generation
Education:Bachelor's Degree, Masters Preferred. Business administration, marketing, business, public health, statistics, economics, social sciences, data analytics, or a related field.
Experience: 10+ years experience.
#LI-POST