Digital Marketing Consultant

Summary

Join Sand Cherry Associates as a Consultant: Digital Marketer – Persona Development to lead a project creating customer personas for an insurance company. You will conduct thorough research using various data sources, develop data-driven personas, and create customer journey maps. Your responsibilities include gathering data, conducting customer research, performing competitor analysis, and developing comprehensive persona profiles. You will also align personas with digital marketing strategies, conduct training workshops, and track performance. This is a full-time, remote consulting engagement lasting 8-16 weeks, offering an hourly rate of $70-$80.

Requirements

• 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
• 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
• 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
• 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
• Excellent verbal and written communication skills, with the ability to present findings and recommendations to diverse audiences
• 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

Responsibilities

• Gather data from multiple sources, including CRM systems, website analytics, social media platforms, and third-party market research reports, to inform persona development
• Conduct interviews, surveys, focus groups, and ethnographic studies to capture detailed insights into customer demographics, behaviors, preferences, and pain points
• Analyze competitors’ customer profiles and digital strategies to identify market opportunities and gaps
• Leverage publicly available resources such as industry reports, trend analyses, and online forums to gather supplementary customer insights
• Work with internal teams to identify business objectives, align on research goals, and gather input from key stakeholders
• Use segmentation techniques to categorize customers based on behavior, demographics, and psychographics
• Develop comprehensive persona documents, including demographic data, digital behaviors, decision-making factors, preferred communication channels, and goals
• Create detailed customer journey maps that reflect each persona’s interactions with digital touchpoints, highlighting areas for improvement and opportunities for engagement
• Provide strategic recommendations for integrating personas into SEO, content marketing, paid media, and email campaigns
• Conduct workshops with teams to explain how to effectively use personas in marketing, sales, and product strategies
• Recommend tools and KPIs for tracking the impact of persona-driven initiatives on marketing performance

Preferred Qualifications

• 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

Benefits

• Hourly rate of $70-$80
• Remote work
• Professional career growth