About the role
Head of Audience Insight and journeys
There are three principal elements to this role. First, we want to deepen our understanding and insight of the audiences who are already actively engaged with Trussell. It's about really understanding what makes them tick, what resonates with them about our work, and being able to assure ourselves that (by high-quality analysis and tracking) we are optimising the contribution they choose to make to our mission. Second, we want to understand which potential new audiences are likely to be most receptive to becoming part of our movement. Our current polling, tracking, and market research activity generates excellent quality data, and we want to drive as much value as possible out of this. And third, you'll act as a visible, inspiring champion for sophisticated audience journeys within Trussell itself. You'll ensure that channel managers have everything you can offer at their fingertips, and that they understand the whole-system value of your insights in achieving their goals.
Leading a small team of five, you'll assemble and deploy insight and analysis of all our organisational audiences to understand their specific preferences, attitudes, behaviours and needs. An early deliverable will be to develop a high-resolution map of each of the groups identified in our audience strategy: we want to understand how they engage with us at every point, identifying opportunities, challenges and drop-off points so that we optimise their interaction with us. Where there's a knowledge gap, you'll commission work to ensure we have the most detailed evidence base possible. Underpinning all these strands of work is an overall strategic objective of better aligning audience journeys with broader goals across fundraising, 'changing policy' and 'changing communities'.
You'll support colleagues across Trussell with insight, supporter data, reporting and analysis, with a particular focus on Volunteering, Campaigning and Individual Giving teams. Collaborating closely with the Head of Brand, you'll develop a highly effective audience strategy. As our in-house expert on audience insight, you'll provide a responsive and consultative service to individual channel specialists, helping them to set priorities and agendas for their audiences. Using data from our website, social media, email, media, donations and campaigning actions, you'll proactively identify patterns and trends which will optimise supporter journeys.
Candidates must have strong analytical skills and the ability to interpret complex data to drive practical insights. An experienced audience and insight professional, with a track record of leading teams, you'll bring a full repertoire of research best practice: design, sampling, qual. and quant. collection and analysis, segmentation, and insight generation. Able to summarise, communicate and discuss complex findings with a range of audiences, you'll quickly grasp colleagues' priorities and contribute your expertise to advancing their goals.