Company Description
Experian is a global data and technology company, powering opportunities for people and businesses around the world. We operate across a range of markets, from financial services to healthcare, automotive, agribusiness, insurance, and many more. Experian invests in people and new advanced technologies to unlock the power of data. We have an amazing team of 25,200 people in 32 countries.
Job Description
The Marketing and Market Research Vice Presidency operates with GTM, transforming market signals into strategic growth decisions. Its objective is to integrate insights regarding customers, competition, trends, regulation, and positioning opportunities to reduce uncertainty, focus priorities, and accelerate actionable decisions in product, campaigns, content, sales, and commercial expansion.
Purpose of the Role
To convert tangible and intangible information from diverse sources into actionable insights that reduce uncertainty in every GTM (Go-To-Market) decision, from opportunity validation and value proposition design to post-launch performance measurement. This role actively participates in the full go-to-market cycle: before, during, and after launch, acting as a strategic partner to internal Marketing, Product, and Commercial areas by providing market intelligence that influences decisions on investment, prioritization, innovation, positioning, and growth.
Scope of the Role
- Before launch: Validate market viability by participating in early stages under the Athena methodology, identifying market problems, ICP fit, adoption barriers, value proposition, and key messages.
- During GTM design: Propose and support definitions regarding who to target, how to do it, and with what proposal; including segmentation, pricing, channels, and competitive differentiators.
- After launch: Measure performance (adoption, conversion), analyze market signals and revenue impact, and recommend adjustments in messaging, channel, ICP, pricing, or positioning.
Strategic Responsibilities of the Role
- Research Governance: Implement and operate the research governance model, managing requests based on criteria such as revenue impact, GTM priority, competitive risk, urgency, and available capacity (intake → scoring → sprint → activation → measurement).
- Strategic Decision Support: Actively participate in commercial, marketing, and product planning processes, as well as recommend action scenarios based on evidence, facilitating decision-making processes through prospective analysis and risk assessment.
- Market Intelligence Engine: Lead a continuous market intelligence system through monitoring signals regarding customers, competition, regulation, trends, verticals, and opportunities; consolidating learnings into Market Pulse; and building a repository of strategic insights.
- Competitive Intelligence and Differentiation: Develop continuous benchmarks, monitor competitors, build battlecards, and identify opportunities for differentiation and sales positioning.
- ICP & Market Prioritization: Provide external context and market signals so that GTM and BI can define and evolve the ICP by segment, territory, vertical, and revenue potential. Act as the 'eyes of the market' by providing data on customer needs, pain points, and buying motivators, integrating signals from NPS/VOC, Salesforce, win/loss, and commercial feedback.
- Product & Innovation Insights: Participate in Athena processes and pre-launch validations for products/initiatives prioritized by business impact, identifying market problems, ICP fit, adoption barriers, value proposition, messaging, and use cases. Participation is limited to initiatives with a business sponsor, assigned budget, and available capacity.
- GTM Insight Activation: Translate findings into actionable assets for campaigns, sales, content, and strategic prioritization (briefs, message house, sales arguments, objections, differentiators, battlecards, inputs for campaigns).
- Market-Driven Content & Thought Leadership: Generate inputs for authority content, blogs, newsletters, and market alerts; connecting trends, regulation, competition, customer questions, and SEO/AEO positioning opportunities.
Key Functions
- Identification of Market Opportunities
- Support the evaluation of market size (TAM, SAM, SOM) in coordination with BI
- Detect trends, unmet needs, and niches to identify growth or product entry opportunities, analyzing emerging trends, proposing future scenarios, and generating risk alerts and anticipation opportunities.
- Prioritize segments with the highest potential according to the defined ICP
- Definition and Evolution of the Target Customer (ICP)
- Provide external market context information for GTM and BI to build and update ideal customer profiles (buyer personas)
- Analyze and report on behaviors, pain points, buying motivators, and decision triggers of the target market
- Identify signals from NPS, Win/Loss, CRM, and digital behavior, identifying possible frictions and opportunities throughout the customer journey. Insights for Value Proposition
- Identify attributes that customers value in the value offering
- Test messages (value proposition, claims, pricing) with the market
- Support product positioning and continuous generation of authority content
- Competitive Analysis
- Map direct and indirect competitors and substitute products while exploring potential new markets along with their behavioral hypotheses.
- Evaluate prices, channels, differentiators, and competitive value propositions
- Identify positioning spaces: Datacrédito Experian as an industry benchmark
- Support for Go-To-Market Strategy
- Provide market evidence for decisions on: channels (digital, partners, direct), pricing, offers, and bundles
- Define key messages by segment based on market knowledge, not assumptions
- Deliver commercial intelligence with arguments, objections, and differentiators aligned with market trends
- Post-Launch Measurement and Optimization
- Analyze post-launch performance (adoption, conversion, impact on pipeline/revenue)
- Recommend adjustments in messaging, channel, ICP, pricing, or positioning based on market signals and performance
- Jobs to Be Done (JTBD)
- The role contributes to the execution of 6 strategic JTBDs:
- Market Intelligence Engine: Continuous analysis system of customers, competition, regulation, trends, and verticals
- Competitive Intelligence & Differentiation: Monitoring, benchmarks, and battlecards for sales differentiation
- ICP & Market Prioritization: Contribution of market information for the definition and evolution of the ICP with GTM and BI, integrating data, NPS, win/loss, and commercial feedback
Competencies
- Strategic thinking oriented toward GTM and growth
- Analytical capacity and executive synthesis (converting data into actionable stories)
- Qualitative and quantitative research that connects with financial impact
- Storytelling and ability to communicate insights to executive audiences
- Prioritization under time, budget, and capacity constraints
- Cross-functional influence: GTM, Product, Product Marketing, Commercial, Digital, Brand, PR, senior management
Qualifications
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Education: Professional degree in Industrial Engineering, Administration, Social Communication, Anthropology, Economics, or related fields
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Experience: 2-3 years of experience in market research, market intelligence, competitive analysis, or a similar role in B2B companies (experience in the financial sector is desirable). Required Technical Knowledge
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Advanced Excel (pivot tables, data analysis)
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Knowledge of SEO/AEO, social listening, and digital monitoring
Additional Information
Our uniqueness is that we celebrate what makes us different. Experian's culture and people are key differentiators. We take our people agenda very seriously and focus on what really matters: DEI, work-life balance, development, authenticity, engagement, collaboration, well-being, reward and recognition, volunteering... and the list goes on. Experian's strong people-first focus has been awarded: Great Place To Work™ in 24 countries, FORTUNE Best Companies to work for, and Glassdoor Best Places to Work (4.4 stars globally), to name a few. Take a look at Experian Life on social media or our careers site to understand why.
Experian is proud to be an equal opportunity and affirmative action employer. Innovation is a fundamental part of Experian's DNA and practices, and the diversity of our workforce drives our success. Everyone can succeed at Experian and bring their whole selves to work regardless of gender, ethnicity, religion, color, sexuality, physical ability, or age. If you have a disability or special need that requires accommodation, please let us know as soon as possible.
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