Head of Brand Research and Measurement

Responsibilities

• Own and evolve the brand health measurement program, including awareness, consideration, favorability, trust, and NPS metrics.
• Design and manage always-on brand tracking studies in partnership with external research vendors.
• Build a brand equity model that connects perception data to business outcomes like user acquisition and revenue.
• Partner with Growth, Demand Gen, and Finance to create a unified view of brand and performance marketing effectiveness.
• Lead qualitative and quantitative research to deepen understanding of consumer motivations and behavioral drivers.
• Develop audience personas and segmentation models, specifically for affinity communities like military, veterans, and first responders.
• Establish a competitive intelligence program to monitor brand positioning and market trends in digital identity and AI-driven fraud.
• Manage relationships with research vendors, including RFP processes, contract negotiations, and performance oversight.

Requirements

• 10+ years of experience in brand research, marketing analytics, or consumer insights.
• 3+ years in a leadership or head-of function role.
• Deep expertise in brand health tracking methodologies, survey design, and quantitative research.
• Strong command of marketing measurement approaches including media mix modeling (MMM), multi-touch attribution (MTA), and incrementality testing.
• Proven ability to synthesize complex data into clear, executive-ready narratives and actionable recommendations.
• Experience managing external research vendors and panel providers.
• Bachelor's degree in Marketing, Statistics, Psychology, Social Science, or a related field.

Benefits

• Comprehensive medical, dental, and vision insurance.
• 401(k) with company match.
• Unlimited paid time off (subject to policy) and 8 company-wide holidays.
• Parental leave and various wellness/childcare discounts.
• Learning and development benefits.

About the Company

ID.me is a next-generation digital identity wallet that simplifies how individuals securely prove their identity online. With over 152 million users, ID.me provides streamlined identity verification for federal agencies, state governments, healthcare organizations, and hundreds of consumer brands. We are committed to the mission of "No Identity Left Behind."