Lead Consumer Insights

Job Requirements

Role/ Job Title: Lead Consumer Insights

Function/ Department: Marketing Strategy

Job Purpose

At IDFC FIRST Bank, we are reimagining banking with a purpose — building a bank that’s truly “Always You First.” We combine customer-centric innovation, ethical practices, and digital-first thinking to create products and experiences that serve people, not just profits.

As part of the Marketing Strategy team, we bring together insights, creativity, data, and technology to drive brand differentiation and growth across all business lines. The function of consumer insights is expected to build the muscle of consumer understanding, especially in the context of category and competition.

Roles & Responsibilities

• Lead the consumer insights charter: translate complex consumer truths into actionable narratives for product, marketing, content and digital acquisition teams. Build frameworks to identify emerging customer needs, barriers, and motivations, especially in digital and personal finance categories.
• Drive Social Intelligence & Listening: establish a system to listen into social and digital conversations, using tools like Konnect Insights, Meltwater, Talkwalker etc. Identify cultural trends, influencer themes, sentiment patterns, and topical opportunities that can inform content strategy.
• Digital Marketing Intelligence: Evaluate and build a suite of digital platforms to derive insights. Examples include SimilarWeb, SEMRush, GWI etc.
• Insight Integration & Storytelling: work closely with product marketing, content, digital acquisition & hypersonalization teams to embed consumer insights into campaign briefs, content strategy and communication. Bring out strategic insights to inform product strategy and processes.
• Data Enrichment & Cross-functional Collaboration: collaborate with product and analytics teams to utilize the banks internal data and build narratives to inform the marketing strategy. Regularly interact with the existing customers to understand their experience and expectations.
• Partner & Project Management: manage relationships with external research partners and listening platforms. Evaluate, onboard, and guide agencies on design thinking, methodology, and storytelling quality. Ensure insight projects are delivered with clarity, speed, and strategic relevance.
  
  

• Internal Evangelism & Capability Building: evangelize the importance of consumer insights and foster the culture of insights-first marketing strategy. Train junior team members and act as a subject-matter expert for insights.
• Manage Listening Infrastructure & Data Hygiene: work with Tech/Data to maintain clean taxonomies, keyword clusters, and dashboards for social listening.Ensure data integrity, usability, and categorization in listening tools (Konnect Insights, Meltwater, etc.).
• Insight Support for Innovation / New Products: provide insight inputs for new propositions (e.g., PL, CC, FD, CA, UPI, investments). Translate customer motivations into product features or communication levers.
• Third-party Research Governance: standardize research briefs, procurement processes, negotiation, and delivery frameworks. Maintain a preferred vendor list and evaluate partners periodically.
• AI-driven Insight Automation: work with AI/analytics teams to develop automated customer voice dashboards. Explore generative AI for summarizing large volumes of conversations, transcripts, and qualitative input.
  
  

• Lead the Consumer Insights Function: build and own the long-term vision for consumer insights and social intelligence within Marketing Strategy. Act as the internal champion for “customer truth” across teams. Expand the team and partner network in line with the business requirements.
• Cross-Functional Influence & Stakeholder Management: partner with senior leaders across Brand, Digital Acquisition, Product, Analytics, and Customer Experience. Navigate multiple stakeholders, manage expectations, and integrate insights into strategic discussions.