The Role
The build a robust, representative insight into the population Transport for Wales (TfW) serves and will inform and drive strategic decisions across marketing, customer experience, brand, and the wider business. Focusing on travel behaviours and attitudes, the role will lead TfW's approach to research and insight, becoming the organisation's subject-matter expert and champion evidence-based decision making.
Role responsibilities
- Lead and develop a collaborative research and insights team by establishing clear processes, standards, and governance to ensure the delivery of timely, high-quality insights. These insights must inform decision-making and drive meaningful impact across commercial and strategic priorities.
- Deliver trusted, representative insight into customers, potential customers, and stakeholders by analysing our customer demographic and segmentation data to inform key decisions and support commercial and strategic goals.
- Be the trusted subject matter expert by championing and embedding TfW's strategic approach to research and insight, increasing its influence on key decisions and the achievement of commercial and strategic goals.
- Collaborate with key stakeholders to lead the development of TfW's segmentation dashboard by enabling targeted, data-driven decision-making to ensure it becomes a strategic cornerstone of the organisation's research and insight approach.
- Lead the development of TfW's marketing mix modelling by collaborating with key internal stakeholders, to ensure that it produces robust outcomes and informs key marketing and brand decisions.
- Inform strategic marketing, customer experience, brand and other decisions by analysing and interpreting complex data, information and insight from a range of sources to present findings
- Develop and maintain an annual research and insights plan by aligning with corporate objectives and business needs to inform key decisions, budget setting, and strategic priorities.
- Support in informing strategic decision-making by developing TfW's Have Your Say platform to recruit and maintain a representative panel, enabling the generation of meaningful insights that reflect diverse voices.
- Lead on the procurement of technology and services that support TfW's strategic research and insight approach by identifying and recommending platforms to ensure the tools are fit for purpose, scalable, and enable high-quality, actionable intelligence.
- Influence best practice where relevant by engaging with industry bodies and peer organisations to build expertise, and to ensure TfW benefits from the latest insight and innovation.
Who we're looking for
- Degree in marketing or a related field (including consumer behaviour or market research / or experience of working in a similar role in.
- Comprehensive understanding of consumer/ customer market research principles and their application in a business environment.
- Experience of assessing complex business requirements and specifying / recommending the most appropriate research approach to deliver representative insight.
- Demonstrable experience of analysing and interpreting quantitative and qualitative data to present findings and make strategic and tactical recommendations.
- Experience of drafting reports, presentations and other content based on research findings to support strategic decision-making.
Welsh Language Skills
While not essential for this role, Welsh language skills would make a great addition to your application.
TfW support anyone who wants to learn Welsh or improve their skills. We offer online learning, classroom courses and funding attendance at local community courses.
Equal Opportunities
We're changing the way the transport industry looks. By celebrating and embracing differences, we're building a workforce that represents Wales. We need talented people from all backgrounds and cultures to bring their perspectives and experiences. Diverse teams make better decisions and drive innovation. Join us in transforming the way Wales travels."
Who we are
Transport for Wales is changing the way Wales travels, making sustainable transport the first choice. We're building a multimodal integrated transport network called the T Network, making it easier for people to travel by train, bus, walking, wheeling and cycling.
We're a Disability Confident Leader. Let us know about any reasonable adjustments you may need in the recruitment process and as part of the role if you are successful.
This advert will close at 23:59 on the day of the application closing date stated above. However, we reserve the right to close this vacancy early if we receive enough applications. We encourage you to submit your application as early as possible.
