Head of Brand Research and Measurement

ID.me • McLean, VA

1d • $169,097 - $236,000 • Onsite

About The Position

The Head of Brand Research & Measurement will build and lead the research and analytics function that tells ID.me’s brand story in numbers. This role owns brand health tracking, marketing measurement frameworks, consumer insights, and competitive intelligence — turning data into the strategic fuel that drives smarter brand investment and sharper positioning decisions.

Requirements

• 10+ years of experience in brand research, marketing analytics, consumer insights, or a related field, with at least 3 years in a leadership or head-of function role.
• Deep expertise in brand health tracking methodologies, survey design, and quantitative research — you have built or significantly evolved a brand tracking program before.
• Strong command of marketing measurement approaches including media mix modeling, multi-touch attribution, incrementality testing, and brand lift studies.
• Proven ability to synthesize large volumes of data and research into clear, executive-ready insights and recommendations.
• Experience managing external research vendors and panel providers, including agency and platform selection.
• Exceptional communication and data storytelling skills — you make dashboards and decks that people actually read and act on.
• Comfort working in ambiguous, fast-moving environments where the measurement infrastructure is still being built.
• Bachelor’s degree in Marketing, Statistics, Psychology, Social Science, or a related field; advanced degree strongly preferred.

Responsibilities

• Own and evolve ID.me’s brand health measurement program, including awareness, consideration, favorability, trust, and net promoter metrics across consumer and enterprise audiences.
• Design and manage always-on brand tracking studies in partnership with research vendors, ensuring methodological consistency and actionable reporting cadences.
• Build a brand equity model that connects brand perception data to business outcomes including user acquisition, retention, and revenue to quantify the ROI of brand investment.
• Establish benchmark scores and targets for all brand KPIs, and report progress quarterly to the CMO and executive leadership.
• Partner with Growth, Demand Gen, and Finance to create a unified view of how brand and performance marketing investments interact and drive full-funnel outcomes.
• Lead the methodology for measuring brand campaign effectiveness — from awareness-stage digital campaigns through affinity marketing programs targeting verified communities.
• Own the marketing data strategy, working with Data Engineering to ensure the right signals are captured, clean, and available for analysis.
• Commission and lead qualitative and quantitative research to deepen understanding of the ID.me consumer motivations, anxieties, mental models of identity and trust, and behavioral drivers.
• Develop a continuous insights pipeline including surveys, focus groups, ethnographic research, and UX studies that feeds product, marketing, and communications decisions in real time.
• Build audience personas and segmentation models grounded in both behavioral data and attitudinal research, with special depth on ID.me’s affinity communities: military, veterans, first responders, students, nurses, and teachers.
• Translate complex research findings into clear, compelling narratives for non-technical stakeholders across the business.
• Establish an ongoing competitive intelligence program that monitors brand positioning, messaging, and perception shifts among key identity, security, and authentication competitors.
• Track market trends in digital identity, AI-driven fraud, and consumer trust to inform ID.me’s brand strategy and content agenda.
• Deliver quarterly competitive landscape reports to marketing and product leadership with clear implications and recommended responses.
• Manage relationships with research vendors, panel providers, survey platforms, and measurement partners including RFP processes, contract negotiations, and ongoing performance oversight.
• Serve as the internal center of excellence for research methodology, data interpretation, and measurement best practices across the Marketing org.

Benefits

• Comprehensive medical, dental, vision
• Health savings account
• Flexible spending accounts (medical, limited purpose, dependent care, commuter benefit accounts)
• Basic and voluntary life and AD&D insurance
• 401(k) with company match
• Parental leave
• Unlimited paid time off subject to the terms and conditions of the PTO policy, including 8 company wide holidays
• Short and long-term disability insurance
• Accident and critical illness insurance
• Referral bonus policy
• Employee assistance program
• Pet insurance
• Travel assistant program
• Wellbeing and childcare discounts
• Benefit advocates
• Learning and development benefit

What This Job Offers

• Job Type: Full-time
• Career Level: Senior