Senior Brand Insights & Governance Manager

Xometry • North Bethesda, MD

37d • Hybrid

About The Position

Xometry is looking for a Senior Brand Insights & Governance to own how the organization understands its audiences and how the brand shows up because of it. You will own segmentation and personas across audience segments, keep a continuous read on brand health, and build the governance and tools that let the rest of the org apply brand and audience knowledge correctly on their own. This role is part systems, part teaching. You keep the personas and guidelines accurate and up to date, and you make sure teams across the business know how to actually use them. You'll own the tools that guide our strategy — personas, guidelines, health tracking, — and help teams put the insights into practice day to day.

Requirements

• 8+ years in brand strategy, audience insights, or market research, ideally in a B2B, marketplace, or two-sided platform business
• Proven experience building and scaling segmentation and personas from research through org-wide adoption
• Comfort with both qualitative and quantitative research methods, and the ability to translate findings into recommendations non-researchers can act on
• Experience owning governance systems—brand guidelines, documentation platforms, approval workflows—that hold up as an org scales
• Experience running campaign measurement and post-mortems, with comfort in marketing analytics tools and turning results into recommendations that shape the next campaign
• Familiarity with AI tools (e.g., Claude) and genuine interest in building internal tools that scale insight and governance across teams
• Strong teaching and enablement instincts; you measure success by whether others use personas well, not just whether personas exist

Responsibilities

• Own segmentation and personas for audience segments—keeping them accurate, current, and grounded in real audience behavior
• Build and evolve the insight base on what moves each audience, synthesizing research, data, and signal as the marketplace shifts
• Teach the org how to apply personas in practice—through enablement, documentation, and hands-on support—so teams use them correctly rather than as static reference material
• Translate persona and audience work into messaging inputs and practical tools other teams can pick up and run with
• Maintain an ongoing, consistent pulse on brand health across relevant metrics and signals
• Stay closely attuned to NPS trends and incorporate them into your learnings to inform insights and actions
• Turn brand health findings into clear, prioritized recommendations for stakeholders and leadership
• Track trends over time and flag emerging risks or opportunities before they become urgent
• Own and maintain brand guidelines, Confluence documentation, and governance processes that keep brand and persona usage consistent across the org
• Build Claude skills and other tools that democratize access to brand and audience knowledge, reducing reliance on this team for every decision
• Set and enforce quality standards for how brand and persona assets are used, updated, and retired

Benefits

• 401(k) match
• medical, dental and vision insurance
• life and disability insurance
• generous paid time off including vacation, sick leave, floating and fixed holidays
• maternity and bonding leave
• EAP
• other wellbeing resources

What This Job Offers

• Job Type: Full-time
• Career Level: Senior
• Education Level: No Education Listed