Sr. Lead Customer Segmentation

Job Summary:
GuideWell is hiring a Sr. Lead, Customer Segmentation & Personalization Analytics to join the Customer & Decision Intelligence team inside the new Enterprise VOC, Consumer/Customer & Insights function. The Sr. Lead owns how the enterprise understands its customers as audiences — who they are, how they group, what makes them different from one another, and how that understanding lands in the marketing, product, and experience decisions that touch them. The work is quantitative; the deliverable is a recommendation Marketing, audience owners, and Customer Experience can act on. The audience owners across Government, Commercial, and Health Services — along with Marketing and Customer Experience leadership — come to this role for a clear read on who their audiences are, where the meaningful segment differences sit, and how to use that understanding to personalize the experience and the message. The Sr. Lead designs the segmentation work, runs it on modern segmentation and CDP platforms supported by AI-augmented analytical tools like Hex, Sigma, ChatGPT, or Claude and translates the output into activation recommendations the business can move on.

Essential Functions: 

• The essential functions listed represent the major duties of this role, additional duties may be assigned.  
• Own the customer-segmentation work for the enterprise. Frame the segmentation question, design the approach, run the work on modern platforms, interpret the result, and ship recommendations audience owners and Marketing can move on. 
• Lead the personalization-analytics program. Read how segments respond to different messages, offers, and experiences, and translate that into recommendations for the personalization the enterprise relies on.  
• Partner with the audience owners across Government, Commercial, and Health Services as the team’s named segmentation consultant. Bring the segmentation read into the room before the next campaign or program decision is locked. 
• Partner with Marketing leadership and Customer Experience on segmentation-driven activation, campaign targeting, message tailoring, channel selection. Track what got activated and how it performed. 
• Translate findings into activation recommendations. Hold the analysis and visual standard the team expects; make sure work lands with audience owners, Marketing, Communications, and Customer Experience in time to change the next campaign or program cycle.  
• Carry the team’s segmentation standards i.e. methodology, segmentation design, persona development, narrative quality. Hold the bar on what gets put forward as a segment versus a slice. 
• Partner across the rest of the Decision Intelligence team i.e. marketing measurement, experimentation, engagement i.e. pulling those signals into the segmentation read and feeding segmentation output back into the team’s broader work. 
• Coach analysts and other Leads on segmentation reading  i.e. segment interpretation, persona work, and the discipline of holding a clean segmentation through the activation lifecycle.  

Required Experience:
6+ years related work experience. Experience Details: Customer segmentation, audience insights, market segmentation, customer intelligence or comparable advanced analytics.

2+ Years Senior partnership with Audience Owners, Marketing Leadership or Customer Experience as a segmentation consultant.
Related Bachelor’s degree or additional related equivalent work experience Marketing Science, Statistics, Economics, Quantitative Marketing, Behavioral Science, Industrial Engineering, Operations Research, Quantitative Psychology, Applied Math, Business Analytics, or a related quantitative or social-science discipline. 

Strong experience with Hands-on segmentation work, designing, running, refining, and interpreting segmentations on enterprise-scale customer data, working through vendor platforms or modern analytical platforms.

Personalization analytics experience, reading segment response, partnering with personalization platforms and translating segment behavior into activation recommendations. 

Proficiency with SQL, as well as  SAS/R/Python or similar tool

Strong understanding of statistics and advanced modeling (e.g., segmentation, machine learning/predictive modeling, causal inference, etc.)

Preferred Qualifications: 

Master’s degree MA / MS in Statistics, Marketing Science, Quantitative Marketing, Behavioral Science, Economics, Business Analytics, an MBA, or a related discipline preferred. 

Strong working experience with segmentation and customer-data platforms —Salesforce CDP, Adobe Experience Platform, Segment, Hightouch or comparable enterprise platforms. 
Fluency with modern AI-augmented analytical platforms: Hex, Sig