Senior Manager, Customer Insights

Who are we?

Equinix is the world’s digital infrastructure company®, shortening the path to connectivity to enable the innovations that enrich our work, life and planet. 

A place where bold ideas are welcomed, human connection is valued, and everyone has the opportunity to shape their future.

A career at Equinix means being at the center of shaping what comes next and amplifying customer value through innovation and impact. You’ll work across teams, influence key decisions, and help shape the path forward. You’ll find belonging, purpose, and a team that welcomes you—because when you feel valued, you’re empowered to do your best work.

Job Summary

Lead customer research and behavioral analysis to drive data-informed marketing strategies and improve customer acquisition and retention. Synthesize quantitative and qualitative data sources to develop deep understanding of buyer decision journeys, create actionable buyer personas, and identify opportunities to optimize targeting, messaging, and engagement across all customer touchpoints.

Responsibilities

Customer Research & Analysis

• Design and execute comprehensive customer research programs including surveys, interviews, focus groups, and behavioral analysis studies

• Analyze customer behavior patterns across multiple touchpoints using CRM data, website analytics, engagement metrics, and sales feedback

• Synthesize quantitative data (usage patterns, conversion metrics, engagement data) with qualitative insights (customer interviews, feedback, support interactions)

• Identify knowledge gaps in customer understanding and design research initiatives to fill them

• Conduct competitive analysis of customer messaging and positioning strategies

• Monitor industry trends and customer behavior shifts that impact B2B buying patterns

Buyer Persona Development & Management

• Develop comprehensive, data-driven buyer personas based on demographic, firmographic, behavioral, and psychographic data

• Create detailed customer journey maps showing decision processes, touchpoints, pain points, and moments of influence

• Maintain persona accuracy through regular validation studies and persona refresh cycles

• Collaborate with sales teams to validate personas against real customer interactions and feedback

• Segment personas by industry, company size, role, and buying stage for targeted marketing approaches

• Document persona-specific content needs, preferred channels, and messaging preferences

Strategic Insights & Recommendations

• Translate customer insights into actionable recommendations for marketing strategy, messaging, and campaign optimization

• Identify opportunities to improve customer acquisition, conversion rates, and customer lifetime value

• Provide insights on market positioning, product-market fit, and competitive differentiation opportunities

• Analyze customer churn patterns and provide recommendations for retention and expansion strategies

• Support product marketing with customer insights for feature development and go-to-market strategies

• Present findings and strategic recommendations to marketing leadership and cross-functional teams

Cross-Functional Collaboration

• Partner with demand generation team to optimize targeting criteria and audience segmentation

• Work with content marketing team to develop persona-specific content strategies and messaging frameworks

• Collaborate with sales teams to gather customer feedback and validate insights against real-world interactions

• Support product team with customer needs analysis and feature prioritization insights

• Partner with customer success team to analyze post-purchase behavior and expansion opportunities

• Coordinate with marketing operations to ensure proper data collection and tracking implementation

Data Management & Insights Infrastructure

• Establish standardized customer data collection methods and research protocols

• Build and maintain customer insights repository and knowledge sharing systems

• Create dashboards and regular reporting on key customer behavior trends and metrics

• Ensure compliance with data privacy regulations in all customer research activities

• Develop measurement frameworks to track impact of insights-driven marketing optimizations

• Manage relationships with external research vendors and tools when needed

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