Sr. Manager, Customer Insights

About the role

The Sr. Manager, Customer Insights requires analytics expertise to create a customer insights foundation for Vera Bradley by instituting a “customer intimacy” program involving quant and qual research and by leveraging existing systems/platforms and putting into place new standards and practices.

Responsibilities

• Diagnoses existing customer data regardless of source, defining core customer KPIs, and delivering standardized, repeatable reporting for purposes of performance analysis, strategic decisions, budgeting and quarterly earnings calls.
• Translates complex analysis into clear, decision-ready insights for both technical and non-technical stakeholders.
• Works cross-functionally with the Merchandising team to help unlock product value and potential through customer behaviors and trends.
• Conducts both quantitative and qualitative research to drive results.
• Works with Marketing team to build and assess audience campaign strategies based on knowledge of overall customer file and growth objectives.
• Institutes credible annual brand tracking customer health measures.
• Builds customer segmentation personas and quantifies opportunities across various groups, in tandem with Leadership strategic intent.
• Creates the customer health story, based on data inputs and overall understanding and analysis of the data file.
• Creates a customer intimacy program that allows key stakeholders to better understand customer personas, behaviors and needs, for purposes of succeeding with product development, marketing campaigns, and overall company growth strategy.
• Builds and applies knowledge of season goals, campaign objectives, past campaign performance and available customer information to align on audiences for marketing campaigns.
• Works with marketing and platform partners to track campaign performance and evaluate audience adjustments as needed.
• Links customer segmentation to overall strategic roadmap for customer growth, acquisition and retention.
• Reports out on core customer KPIs in meaningful analysis.
• Delivers full-year customer performance diagnostics to inform forward planning and budgeting as well as strategy to drive acquisition, retention and LTV.
• Leverages Data Analyst Team’s Power BI models to build and refresh executive-ready Power BI dashboards.
• Creates standardized, reusable views designed for ongoing use by Marketing Team for executive and weekly operating reports.
• Proactively identifies and flags gaps, anomalies, or logic issues.
• Partners with Data Analytics team to leverage data models for Marketing and Customer analysis and best usage cases.
• Partners with Marketing and Leadership to refine priorities.
• Implements automated refresh processes where feasible.
• Delivers a clean handoff, including light training and documentation, to internal teams.

Qualifications

• Bachelor's degree in business, marketing, data analytics, or a related field.
• 7+ years experience in data analytics, BI, or customer analytics (agency or in-house).
• Proven experience working with customer-centric datasets (retail, consumer goods, e-commerce).
• Comfortable defining KPIs that support financial planning and growth decisions.