Digital Marketing Consultant - Persona Development

We are seeking an experienced Consultant: Digital Marketer – Persona Development to lead a project focused on creating customer personas for an insurance company client. This initiative aims to develop actionable, data-driven personas that enhance marketing, product development, and customer engagement strategies. The ideal candidate will have expertise in research and discovery, persona development, and digital marketing, utilizing advanced tools and methodologies to uncover actionable customer insights.

Key Responsibilities

Research & Discovery

• Data Collection: Gather data from multiple sources, including CRM systems, website analytics, social media platforms, and third-party market research reports, to inform persona development.
• Customer Research: Conduct interviews, surveys, focus groups, and ethnographic studies to capture detailed insights into customer demographics, behaviors, preferences, and pain points.
• Competitor Analysis: Analyze competitors’ customer profiles and digital strategies to identify market opportunities and gaps.
• Secondary Research: Leverage publicly available resources such as industry reports, trend analyses, and online forums to gather supplementary customer insights.
• Stakeholder Engagement: Work with internal teams to identify business objectives, align on research goals, and gather input from key stakeholders.

Persona Development

• Customer Segmentation: Use segmentation techniques to categorize customers based on behavior, demographics, and psychographics.
• Persona Profiles: Develop comprehensive persona documents, including demographic data, digital behaviors, decision-making factors, preferred communication channels, and goals.
• Journey Mapping: Create detailed customer journey maps that reflect each persona’s interactions with digital touchpoints, highlighting areas for improvement and opportunities for engagement.

Strategy Implementation

• Digital Marketing Alignment: Provide strategic recommendations for integrating personas into SEO, content marketing, paid media, and email campaigns.
• Training & Workshops: Conduct workshops with teams to explain how to effectively use personas in marketing, sales, and product strategies.
• Performance Tracking: Recommend tools and KPIs for tracking the impact of persona-driven initiatives on marketing performance.

Requirements

Experience & Expertise

• Research Expertise:
• Proven experience conducting customer interviews, focus groups, and surveys.
• Familiarity with ethnographic research techniques and secondary data sources like IBISWorld or Gartner reports.
• Skilled in using social listening tools like Brandwatch or Sprout Social for behavior analysis.
• Data Analysis Skills:
• Proficiency with analytics tools such as Google Analytics, Tableau, and CRM platforms like Salesforce or HubSpot.
• Ability to use audience segmentation tools like SEMrush, Quantcast, or similar platforms.
• Persona Development:
• Demonstrated success in creating data-driven personas for digital marketing or product development projects.
• Experience mapping customer journeys and identifying key pain points and opportunities for engagement.
• Technical Skills:
• Strong understanding of digital tools like Google Tag Manager, Hotjar, or Crazy Egg for behavioral analysis.
• Proficiency with survey tools like Qualtrics, Typeform, or SurveyMonkey.
• Communication Skills: Excellent verbal and written communication skills, with the ability to present findings and recommendations to diverse audiences.

Education & Background

• Bachelor’s or Master’s degree in Digital Marketing, Business, Sociology, Market Research, or a related field.
• 5+ years of experience in customer research, persona development, or digital marketing, ideally in the insurance or financial services industry.

What Sets You Apart

• Deep knowledge of the insurance customer landscape, including purchasing behaviors and industry-specific challenges.
• Expertise in advanced digital analytics, customer journey optimization, and market research tools.
• Proven ability to synthesize data from diverse sources into actionable insights.

Project Scope & Duration

This is a full-time consulting engagement with an expected duration of 8-16 weeks. The consultant will work remotely, collaborating with internal teams and 3rd party vendors to deliver high-quality, actionable personas and strategies within the agreed timeframe.

Compensation

For individuals assigned and/or hired to work in Colorado, Sand Cherry Associates is required by law to include a reasonable estimate of the compensation range for this role. This compensation range is specific to the State of Colorado and takes into account a wide range of factors that are considered in making compensation decisions including but not limited to skill sets; experience and training; licensure and certifications; and delivery model. This is a contract engagement with an hourly rate of $70-$80. Years of experience, level of education, geographic location, unique skills/qualifications for the specific role and potential certifications can be key factors in the final compensation for this role.

Benefits

Our team is unique — we are passionate about what we do. At Sand Cherry, our Consultants know they are impacting and shaping our clients’ industries. We recognize our employees for their contributions. Our culture is one of the most friendly and communicative in the consulting industry. Sand Cherry is not a top-heavy organization. We offer the opportunity to be part of a digital workforce. Discover the experience that only comes with self-responsibility in the workplace. Our team members manage their own workloads and are expected to deliver exceptional work for our clients. Professional career growth is one of our main priorities, as we affirm that investing in our Consultants and empowering our people will also deliver the best results and value for our clients.