24 Hour Fitness, INC. Sr. Manager, Consumer Insights in San Ramon, California
LOCATION 12647 Alcosta Blvd San Ramon CA 94583
This position is responsible for
1) Developing the strategy for consumer research at 24HF, engaging cross-functional stakeholders
2) designing and deploying consumer surveys (both for internal members and external audience -- non-members of 24HF)
3) analyzing the data and reporting insights in a structured way with clear communication and recommendations
4) monitoring trends in consumer feedback and proactively suggesting actions/strategies / operational improvements to increase member satisfaction and drive retention and enhance guest experience to drive membership and product/add-on sales
5) statistical analysis and model building for key business objectives
6) Managing 3rd party vendors and contracts
ESSENTIAL DUTIES & RESPONSIBILITIES Estimated % of Time Spent
- Customer Research - 70%
Responsible for the VOC (Voice of customer) and ad-hoc survey platform, being the point person to all survey related efforts from the customer and brand strategy perspective.
Develop and maintain data integrity of member database including data feed and exports to internal and external partners
Integrate key findings to inform fact-based decisions on business programs and tactics.
Build support models of acquisition, attrition and customer satisfaction
Development and execution of monthly consumer insight reports to senior management, and publishing of other ad hoc research findings as needed
Complete other quantitative analyses as directed.
Present the analysis to senior leadership of the organization
Partner with business leaders to define research strategy based on function's / group's / product's objectives
Manage 3rd party resources and survey budget
- Lead On-going Member Research Efforts -30%
Serve as Center Of Excellence (COE) for all consumer research efforts of the organization; define the research strategy; prioritize surveys and define frequency of communication/member outreach
Develop a deep understanding of member demographics, psychographic and behavior and integrate and apply knowledge to business objectives
Analyze impact and report on effectiveness of key member experience initiatives
Regularly summarize insights from all customer research and prepare executive presentations and other internal communication materials to keep senior management team informed of key trends and learning.
This position reports to the Sr.Director -- Strategy and Innovation and will be an integral part of the Strategy team working to build customer research and intelligence capabilities for 24 Hour Fitness. This position will also have regular interactions with key executives and other senior leaders of the organization with Marketing being one of the key functions the role will support and collaborate with. This position will provide critical information to the internal business partners and will be required to interact with all functions within the company, up to and including senior executives. This position may have any direct reports.
Knowledge, Skills & Abilities
Experience designing and executing survey research efforts for customer experience (SPSS Data Collection, Qualtrics, Survey Monkey, or similar). Experience with end-to-end complex survey projects from questionnaire design to presenting insights to senior-level management and executives a must.
Ability to extract, analyze, and interpret data from various sources, turning results into meaningful action steps for the company.
Strong project management skills and the ability to multitask.
Excellent verbal & written communication abilities.
Strong understanding of consumer behavior and trends.
Experience in managing 3rd parties
Nice to have:
Ability to use relational databases.
Knowledge of SPSS, SAS or other statistical tools
Proficient in SQL scripting to manipulate and extract data from data warehouse.
Minimum Educational Level/Certifications
- Bachelor's degree in business administration, marketing, social sciences, applied mathematics, economics or related field
Minimum Work Experience and Qualifications
5+ years' experience in a consumer research, qualitative and quantitative measurement, and analytics capacity. Including implementation of end to end solutions related to customer experience.
5+ Years extracting and analyzing data from various sources, interpreting data to 'tell the story' and turning results into meaningful actionable steps for the company.
Physical Demands/ Environmental Conditions
Extended working days and some weekend work may be required.
Work is performed in a standard office environment.
- May be required to travel on occasion.
Knowledge, Skills & Abilities
Advanced knowledge analyzing and evaluating brand value and equity to track organization's consumer perception.
Strong knowledge of business intelligence solutions for report automation.
Advanced knowledge working with multi-dimensional, relational databases.
- Advanced degree in business administration, marketing, social sciences, applied mathematics, economics or related field.
Work Experience and Qualification
- 5+ years of experience in data analytics, product marketing, advertising or consumer research.
DISCLAIMER: The above statements are intended to describe the general nature and level of work being performed by incumbents assigned to this job. This is not intended to be an exhaustive list of all the responsibilities, duties and skills required. The incumbent may be expected to perform other duties as assigned. This job may be reviewed as duties and responsibilities change with business necessity.
COMPLIANCE & INTEGRITY: Consistently supports compliance and Workplace Conduct by maintaining the privacy and confidentiality of information, protecting the assets of the organization, acting with ethics and integrity, reporting non-compliance, and adhering to applicable federal, state and local laws and regulations, accreditation and licensure requirements (if applicable), and 24 Hour Fitness' policies and procedures.
All Directors, Managers and Supervisors are accountable for communication, implementation, enforcement, monitoring and oversight of compliance policies and practices in their departments.
SERVICE & QUALITY: In addition to defined technical requirements, accountable for consistently demonstrating service behaviors and principles defined by 24 Hour Fitness as well as specific departmental/organizational initiatives. Also accountable for consistently demonstrating the knowledge, skills, abilities, and behaviors necessary to provide superior and culturally sensitive service to member and team members, contracted providers and vendors.
WORKPLACE SAFETY: In addition to defined working conditions and physical requirements, employees are accountable for working safely; following established policies & procedures; and reporting all injuries and hazards to their supervisor immediately.
Supervisors and Managers are accountable for ensuring the safety performance of employees; applying consistent practices in compliance with federal, state and local regulations; providing guidance to maintain a safe and healthy work environment.
FUNCTIONAL GROUP Business Development