Strategic Insights​ ​Lead

Alexandria, VA

Purple Strategies is a boutique strategy firm that blends the creativity of brand communications, the discipline of management consulting, and the speed and strategy of political campaigns to serve Fortune 500 companies, associations, non-profits and some of the most recognizable brands in the world. We operate in a highly innovative, highly collaborative environment and apply integrated team-based approaches to help our clients prepare for, confront and compel change.

Insights fuel our campaigns at Purple Strategies. Serving as a core client team member, the Strategic Insights Lead is responsible for driving our work with an approach that combines art, science and storytelling, uses data to realize and maximize the value of our creative work, and ensures our campaigns are successful over time.

This role will be based at Purple's headquarters office in Alexandria, VA and holds the internal title of Senior Director or Managing Director.

What You'll Do:

  • Lead client teams to ask and answer the right questions to guide strategy and tactics,
  • Guide the collection and analysis of a wide variety of data for client engagements, including but not limited to quantitative and qualitative research, social listening, web traffic and user behavior, financial data, paid media performance metrics, and syndicated audience profiling,
  • Lead efforts to develop measurement strategies, oversee client specialists’ data collection, to include key performance indicators (KPIs) and supporting metrics, and monitor ongoing analytics programs,
  • Provide leadership and mentoring in extracting key insights from data, KPIs, and supporting metrics and leading optimization strategies across tactics,

  • Execute testing plans and provide post-testing analysis on campaign performance,

  • Integrate data-driven insights into the entire client engagement, and

  • Provide mentoring when possible, and serve as a strategic leader.

What We're Looking For:

  • 8-12 years of experience in a marketing services leadership role within a strategic communications agency, research, advertising, marketing firm, or similar client-side or consulting experience.

  • Proven leadership applying research insights to the development and execution of strategic plans and campaigns.

  • A smart, analytical thinker who is able to frame an insights POV from a wide variety of information sources which should include some combination of the following:

    • Social media monitoring services, such as Netbase, Crimson Hexagon, or Sysomos,

    • Qualitative and quantitative research techniques to inform reputation, crisis or broader communication strategies,

    • Data visualization and analytics tools such as Tableau, Omniscope, PowerBI, Web Analytics, Adobe Analytics, Good Analytics, Webtrends, A/B & MVT Solutions (Target, Optimizely, Sitespect),

    • Syndicated measurement tools such as comScore, Nielsen and ad effectiveness research tools such as ComScore, Millward Brown Digital, GFK, Nielsen Marketing Cloud, and/or

    • Client-provided data sources such as sales data, financial reporting, public statements and speeches, and business intelligence.