We’re changing the way people think about transportation. Not that long ago we were just an app to request premium black cars in a few metropolitan areas. Now we’re a part of the logistical fabric of more than 600 cities around the world. Whether it’s a ride, a sandwich, or a package, we use technology to give people what they want, when they want it.
For the people who drive with Uber, our app represents a flexible new way to earn money. For cities, we help strengthen local economies, improve access to transportation, and make streets safer.
And that’s just what we’re doing today. We’re thinking about the future, too. With teams working on new modalities, self-driving cars and even urban air transportation, we’re in for the long haul. We’re reimagining how people and things move from one place to the next.
About the role:
As Head for Research and Insights in LATAM, you will create the structure, processes and tools for unearthing the voice of all customers and integrating this into Uber’s marketing strategy and planning rhythms. Uber has incredibly interesting audience sets, with one brand delivering transport needs, food delivery and creating job opportunities to often unique and sometimes overlapping segments. You will be equally focused on deeply understanding the millions of existing customers as well as the millions of people yet to try Uber.
This role helps to provide insights that can shape our roadmap and marketing direction, as well as helping to ensure that everyone knows who our customers are from the rider, driver and eater side (as well as future category innovations!). The ability to marry and synthesize qualitative/quantitative research with data analytics and social listening insights is paramount. This job reports to the LATAM Regional Head of Marketing.
If you’re a great leader, researcher, and communicator comfortable in a high-velocity environment, and unafraid to push limits, we’d like to talk with you.
Who you are
Vision: You have a blank canvas to define the structures and resources required to put the customer's’ voice at the centre of Uber
Leader: you will be leading cross-function groups to deliver complex and powerful projects
Consumer Research Expert and Analytics Savy: Data analytics are core to Uber. You will need to use this as a foundation for strategic prioritisation, and marry data with deeper understanding of customer perception and behaviour
Humble & scrappy: not afraid to take on any challenge when it will clear roadblocks to achieve objectives
Connector: collaborate with multiple teams and stakeholders to create the smartest processes for Uber
What you’ll do
Use consumer research and internal data to gain a better understanding of customer behaviors, including impacts of current marketing strategies
Build framework, processes and roadmap for research a in all of Latin America
Lead the design and execution of all concept testing, brand tracking, audience profiling and segmentation research
Build and execute qualitative and quantitative research plans blending internal analytics as appropriate to create holistic audience insights
Own the single voice of the customer internally by connecting insights with broader business projects and initiatives
Establish resourcing requirements to create best-in-class customer insights capability, including team structure and agency partnerships
Lead customer insight deep-dive projects in line with business needs and priorities.
Synthesize and communicate research findings to inform business decisions and share with key stakeholders
Lead end-to-end qualitative, quantitative and data analytics market research initiatives
Uncover customer insights and market trends that guide Uber’s integrated marketing strategy
Adapt and innovate research practices to meet team needs under the tight timeframes of a rapidly growing company
What you’ll need:
A minimum of 10 years in a research role
Strong track record of taking customer / market research and working with marketing teams to implement
Understandng of the possibilities in data mining to work effective with data analytics teams, and the ability to transform model and dashboard information into business strategies
Strong experience in survey design, and building structural processes to implement these into business rhythms
A clear passion for identifying customer needs / behaviours and insights
The drive to explore and define research opportunities
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