# Head of Brand Research and Measurement
**Company:** [Idme](https://hotfix.jobs/companies/idme)
**Location:** McLean, VA, Mountain View, CA, New York, NY
**Salary:** $169K-$236K
**Experience:** 10+ years
**Skills:** Brand Health Tracking, Marketing Analytics, Consumer Insights, Survey Design, Quantitative Research, Media Mix Modeling, Multi-Touch Attribution, Incrementality Testing, Brand Lift Studies, Data Storytelling, Vendor Management, Competitive Intelligence
**Posted:** 2026-06-22
> Lead brand research and measurement function, owning brand health tracking, marketing attribution, consumer insights, and competitive intelligence to drive strategic brand investment decisions.
## Job Description
## 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.
**Apply:** https://hotfix.jobs/jobs/head-of-brand-research-and-measurement-at-idme-354a62d9-57d3-4750-aa4e-d8532a6e9357
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