Head of Brand Research and Measurement

Brand Health Tracking & Equity Measurement

• Own and evolve ID.me’s brand health measurement program, including awareness, consideration, favorability, trust, and net promoter metrics across consumer and enterprise audiences.
• Design and manage always-on brand tracking studies in partnership with research vendors, ensuring methodological consistency and actionable reporting cadences.
• Build a brand equity model that connects brand perception data to business outcomes including user acquisition, retention, and revenue to quantify the ROI of brand investment.
• Establish benchmark scores and targets for all brand KPIs, and report progress quarterly to the CMO and executive leadership.

Brand Measurement & Attribution

• Partner with Growth, Demand Gen, and Finance to create a unified view of how brand and performance marketing investments interact and drive full-funnel outcomes.
• Lead the methodology for measuring brand campaign effectiveness — from awareness-stage digital campaigns through affinity marketing programs targeting verified communities.
• Own the marketing data strategy, working with Data Engineering to ensure the right signals are captured, clean, and available for analysis.

Consumer Insights & Research

• Commission and lead qualitative and quantitative research to deepen understanding of the ID.me consumer motivations, anxieties, mental models of identity and trust, and behavioral drivers.
• Develop a continuous insights pipeline including surveys, focus groups, ethnographic research, and UX studies that feeds product, marketing, and communications decisions in real time.
• Build audience personas and segmentation models grounded in both behavioral data and attitudinal research, with special depth on ID.me’s affinity communities: military, veterans, first responders, students, nurses, and teachers.
• Translate complex research findings into clear, compelling narratives for non-technical stakeholders across the business.

Competitive & Market Intelligence

• Establish an ongoing competitive intelligence program that monitors brand positioning, messaging, and perception shifts among key identity, security, and authentication competitors.
• Track market trends in digital identity, AI-driven fraud, and consumer trust to inform ID.me’s brand strategy and content agenda.
• Deliver quarterly competitive landscape reports to marketing and product leadership with clear implications and recommended responses.

Team Leadership & Vendor Management

• Manage relationships with research vendors, panel providers, survey platforms, and measurement partners including RFP processes, contract negotiations, and ongoing performance oversight.
• Serve as the internal center of excellence for research methodology, data interpretation, and measurement best practices across the Marketing org.

Required Qualifications

• 10+ years of experience in brand research, marketing analytics, consumer insights, or a related field, with at least 3 years in a leadership or head-of function role.
• Deep expertise in brand health tracking methodologies, survey design, and quantitative research — you have built or significantly evolved a brand tracking program before.
• Strong command of marketing measurement approaches including media mix modeling, multi-touch attribution, incrementality testing, and brand lift studies.
• Proven ability to synthesize large volumes of data and research into clear, executive-ready insights and recommendations.
• Experience managing external research vendors and panel providers, including agency and platform selection.
• Exceptional communication and data storytelling skills — you make dashboards and decks that people actually read and act on.
• Comfort working in ambiguous, fast-moving environments where the measurement infrastructure is still being built.
• Bachelor’s degree in Marketing, Statistics, Psychology, Social Science, or a related field; advanced degree strongly preferred.