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VML HEALTH · 1 day ago

Director, Data (Audience & Cultural Insights)

Kansas City, Missouri, United States

Full-time

Hybrid

Director/Executive

$75K/yr - $180K/yr

10+ years exp

VML is a growth partner that combines creative agency capabilities with consultancy and technology expertise. They are seeking a Director of Marketing Effectiveness & Intelligence to translate data and cultural intelligence into actionable insights that drive brand relevance and consumer connection.

Marketing & Advertising

Responsibilities

Analyze and synthesize data from social listening platforms, audience insight tools, brand trackers, cultural research, and internal business data to uncover consumer insights and human truths

Partner closely with strategy, creative, and channel teams to embed insights into brand strategy, campaign development, content ideation, and channel planning

Oversee reporting and insights across paid campaigns and organic social channels, translating performance data into actionable learnings and recommendations

Monitor and interpret cultural, social, and behavioral trends to understand what is happening in culture and how the brand can strategically engage

Identify business and brand opportunities rooted in consumer needs, emerging behaviors, and cultural moments

Translate complex data into clear, compelling narratives and strategic recommendations for leadership and cross-functional teams

Collaborate with marketing, brand, social, media, and business teams to inform brand strategy, campaigns, innovation, and long-term planning

Develop frameworks and methodologies for integrating cultural intelligence with business and performance data

Serve as a thought leader on consumer insights, culture, and data-driven decision-making across the organization

Lead, mentor, and oversee the work of a team of insights analysts, providing direction, feedback, and development to ensure high-quality and consistent output

Set standards and best practices for insight generation, reporting, and storytelling across campaigns, social, and brand initiatives

Define and evolve measurement frameworks and success metrics for brand health, social performance, and campaign effectiveness

Qualification

Strategic insightsCultural intelligenceData synthesisSocial listeningAudience insightsTrend analysisCampaign reportingMeasurement frameworksAnalytical thinkingLeadershipStorytellingCross-functional collaboration

Required

10+ years of experience in strategic insights, analytics, marketing intelligence, or consumer insights, with experience working on large, culturally relevant consumer brands

Proven ability to translate quantitative and qualitative data into actionable, forward-looking insights that inform brand, creative, and business decisions

Expertise in identifying brand, audience, business, and cultural opportunities through data synthesis and trend analysis, moving beyond reporting to predictive and opportunity-driven insight

Deep understanding of social platforms and internet culture, including content performance, creator ecosystems, platform trends, and real-time cultural engagement

Strong experience applying social listening, cultural intelligence, and audience insights to inform brand strategy, creative ideation, and channel execution

Proven leadership experience overseeing and mentoring team members while setting standards, prioritizing insight needs, and ensuring rigor and consistency across outputs

Extensive experience overseeing campaign and organic social reporting, developing measurement frameworks across brand health, social, and campaign performance, and applying marketing effectiveness principles

Hands-on expertise with social listening, platform analytics, audience insight, and brand tracking tools used to monitor culture, understand audiences, evaluate performance, and track brand impact

Strong storytelling, presentation, and cross-functional collaboration skills, with the ability to influence senior stakeholders and partner closely with strategy, creative, media, social, and channel teams

Ability to navigate ambiguity, balance speed with analytical depth, and guide teams through complex, fast-moving environments