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 about 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
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 complete market entry cycle: before, during, and after launch, allowing it to act as a strategic partner to internal Marketing, Product, and Commercial teams, providing market intelligence that influences investment, prioritization, innovation, positioning, and growth decisions.
Scope of the Role
- Pre-launch: Validate market viability by participating in early stages under Athena methodology, identifying market problems, ICP fit, adoption barriers, value proposition, and key messages.
- During GTM design: Propose and support definitions on who to target, how to do it, and with what proposition; including segmentation, pricing, channels, and competitive differentiators.
- Post-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 revenue impact criteria, 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, and recommend action scenarios based on evidence, facilitating decision-making through prospective analysis and risk evaluation.
- Market Intelligence Engine: Lead continuous market intelligence system through monitoring signals about customers, competition, regulation, trends, verticals, and opportunities; consolidation of learnings in Market Pulse; and construction of strategic insights repository.
- Competitive Intelligence and Differentiation: Develop continuous benchmarks, competitor monitoring, battlecard construction, identification of differentiation and positioning opportunities in sales.
- ICP & Market Prioritization: Provide external context information and market signals for GTM and BI to define and evolve the ICP by segment, territory, vertical, and revenue potential. Act as 'eyes of the market' providing data on customer needs, pain points, purchase 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 problem, ICP fit, adoption barriers, value proposition, messages, and use cases. Participation is limited to initiatives with 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, commercial arguments, objections, differentiators, battlecards, campaign inputs).
- 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 market size evaluation (TAM, SAM, SOM) in coordination with BI
- Detect trends, unmet needs, and niches to identify growth opportunities or product entry, analyzing emerging trends, proposing future scenarios, generating risk alerts and anticipation opportunities.
- Prioritize segments with greatest potential according to defined ICP
- Definition and Evolution of Target Customer (ICP)
- Provide external market context information for GTM and BI to build and update ideal customer profiles (buyer personas)
- Analyze and report behaviors, pain points, purchase motivators, and decision triggers of the target market
- Identify signals from NPS, Win/Loss, CRM, digital behavior identifying possible friction points 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, indirect competitors, and substitute products with exploration of possible new markets along with their behavioral hypotheses.
- Evaluate competitive prices, channels, differentiators, and value propositions
- Identify positioning spaces: Datacrédito Experian as an industry reference
- Support 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, pipeline/revenue impact)
- 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 JTBD:
- Market Intelligence Engine: Continuous system of analysis of customers, competition, regulation, trends, and verticals
- Competitive Intelligence & Differentiation: Monitoring, benchmarks, and battlecards for sales differentiation
- ICP & Market Prioritization: Provision of market information for ICP definition and evolution with GTM and BI, integrating data, NPS, win/loss, and commercial feedback
Competencies
- Strategic thinking oriented to 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
-
Education Professional degree in Industrial Engineering, Administration, Social Communication, Anthropology, Economics, or related fields
Desirable Specialization or Master's degree in Strategic Marketing, Market Research, Consumer Insights / Consumer Behavior, Innovation and Product Development.
-
Experience: 5+ years of experience in market research, market intelligence, competitive analysis, or similar role in B2B companies (desirable experience in the financial sector) Required Technical Knowledge
-
Advanced Excel (pivot tables, data analysis)
-
Statistical tools and mathematical languages
-
Sentiment analysis and affinities, behavior modeling, and purchase sequences.
-
Knowledge of SEO/AEO, social listening, and digital monitoring
-
AI tools for research and investigation along with prompt engineering applied to research for timely monitoring automation along with predictive analysis.
-
Knowledge in Statistics
Additional Information
Our uniqueness is that we celebrate what makes us different. Experian's culture and people are key differentiating elements. We take our people agenda very seriously and focus on what really matters: DEI, work-life balance, development, authenticity, engagement, collaboration, wellbeing, reward and recognition, volunteering... and the list goes on. Experian's strong people-first approach has been recognized: Great Place To Work™ in 24 countries, FORTUNE Best Companies to work, and Glassdoor Best Places to Work (globally 4.4 stars), to name a few. Check out Experian Life on social media or our careers site to understand why.
Experian is proud to be an equal opportunity employer 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 regardless of gender, ethnicity, religion, color, sexuality, physical ability, or age. If you have any disability or special need that requires accommodations, please let us know as soon as possible.
Experian Careers - Creating a better tomorrow together
Find out what its like to work for Experian by clicking here