Director, Brand Strategy & Consumer Insights

At Priceline, we pride ourselves on being the best travel deal makers in the world, all in support of our purpose to help consumers experience the moments that matter most to them. As the world reopens and consumers once again begin to travel, we have an opportunity to reclaim our brand superiority and define our next phase of brand growth. 

Reporting to the SVP of Strategy & Brand Marketing, this role is essential in understanding our customer, identifying our growth audiences, authoring Priceline’s distinctive value proposition in the marketplace, and articulating that proposition across the business to drive long-term, sustained growth for the business.

We are looking for a team member both fluent in qual-and-quant consumer research and a strategic thinker, storyteller and strong communicator. This person should possess an intellectual curiosity to learn, the research and analytical skills to translate insights into practical strategies and the ability to collaborate, guide and influence cross-functional business efforts. 

Why this job’s a big deal:

We are seeking a motivated, consumer-obsessed strategist for a once-in-a-generation opportunity to instigate reappraisal and drive meaningful long-term brand equity for one of the most iconic brands in marketing history.  

In this role you will get to:  

• Function as a “consumer expert” – bringing together both existing and new consumer insights to develop a clear view of the current Priceline consumer, our target audiences, and define new / opportunistic growth audiences

• Develop a comprehensive plan that delivers new and unique consumer insights aimed at driving new customers into the brand and repeat business amongst existing Priceline customers

• Develop overarching Consumer Research Strategy (coupled with existing data) to drive a deeper understanding of the leisure travel landscape and uncover white space opportunities to increase market share 

• Translate insights and synthesize context across the business to guide our marketing strategies and, in partnership with User Research Team, inform innovation roadmaps and customer experiences

• Work closely with the marketing teams to conduct research to measure brand health, understand audience needs and attitudes, and measure impact of advertising efforts

• Tie the sentiment of the moment, cultural landscape, competitive context and business imperatives into our go-to-market strategy

• In partnership with SVP Strategy & Brand Marketing, help author Brand Key, unique selling proposition, and agency brief for the next generation marketing platform 

• Serve as a subject matter expert on brand strategy and positioning, consulting with internal stakeholders on the best way to achieve their objectives while building a strong, resonant, and unified brand

• Brief agency partners to ensure strategy is infused flawlessly through creative and media tactical plans

• Collaborate cross-functionally with marketing, product, user research, b2b, customer care, etc. teams to drive consumer-centric decision making in their disciplines, reinforcing the brand positioning

• Support the operationalization of brand strategies for acquired companies

Who you are:

• Have 10 years of relevant experience in brand, strategy, research & insights

• Have 3-5 years of management experience

• Strong belief in the power of brands and the role they play in changing the trajectory of a business and organization 

• Left- and right-brained thinker able to marry consumer insights (qual and quant data) with strategic thinking to craft strategies that will drive meaningful growth

• Consumer-centric view with ability to adapt to changing business needs and consumer sentiment

• Demonstrate strong understanding of the consumer and marketplace dynamics, with a practical eye toward business imperatives

• Strong analytical skills with proven ability to interpret data and link insights to brand growth opportunities

• Ability to storytell and sell recommendations as the output of the analysis

• Develop and lead primary research to support marketing strategy, new product innovation, partnerships and other growth opportunities

• Knowledge of and experience managing the full market research cycle including survey design, data analysis, data interpretation, and recommendations

• Must stay current with market research and data analytic tools and methodologies

• Excellent written and verbal communication skills; experienced and comfortable communicating with senior-level leaders

• Demonstrated history of living the values important to Priceline:  Customer, Innovation, Team, Accountability and Trust. 

• The Right Results, the Right Way is not just a motto at Priceline; it’s a way of life. It’s therefore essential that you also meet our high standard of ethics, honesty, transparency and compliance

#LI-Hybrid-MH1