Marketing Research Analyst
Thor Motor Coach, the largest builder of motorhomes in North America, continues to build a culture of innovation focused on enriching the lives of our employees and owners. Our motorhomes provide destinations for campers to enjoy their passion for the great outdoors, while offering our employees a fast-paced and dynamic working environment.
Job Description
We are seeking a Market Research Analyst to drive our business forward through data-driven decision-making. This role will enhance our understanding of competitive positioning within the market and work closely with sales, marketing, and product development teams to inform and plan future innovations. The ideal candidate will bring a robust mix of marketing, sales, and analytical expertise, with a commitment to leveraging artificial intelligence, machine learning, and business intelligence platforms to extract meaningful insights and drive actionable strategies. This position is a full time, in person position located in Elkhart Indiana.
Responsibilities
Data Gathering :
- Translate business objectives into clear research steps, such as designing and deploying consumer and dealer questionnaires and surveys.
- Collaborate cross-functionally to build and refine primary research tools for customers.
- Identify and gather relevant data points, including :
- Consumers / Dealers : Demographics, buying habits, needs, price sensitivity, and demand patterns.
- Competitors : Pricing structures, market tactics, and sales channels.
- Develop and manage a central database for capturing and storing market data.
- Exercise sound judgment and discretion to ensure data accuracy and relevance.
Analytics and Reporting :
Leverage statistical modeling, AI, machine learning, and business intelligence (BI) platforms to analyze data, identify trends, and forecast future market and sales performance.Enhance BI and AI platforms to better support business needs, ensuring they deliver meaningful and actionable insights for stakeholders.Actively use Power BI and AI platforms on behalf of management and leadership teams to extract, adjust, and present results, incorporating them into ongoing strategies.Implement integrity measures to ensure high-quality and reliable data.Prepare and deliver regular reports to the VP of Marketing that are concise, visually engaging, and actionable, focusing on both market insights and sales trends.Attend and actively participate in meetings, presenting research findings to diverse audiences, from middle management to executive leadership.Establish and maintain an internal communication platform (e.g., SharePoint) updated with market and sales insights, competitive news, and industry developments.Collaborate with cross-functional teams to devise future sales and marketing strategies based on data-driven analysis and findings.Be an integral part of the team working to develop and deploy new applications, ensuring they align with business goals and enhance data-driven decision-making processes.Skills and Requirements
Bachelor’s degree in marketing, Statistics, Communications, or a related field.2-4 years of experience in a similar role, with a proven track record of data-driven decision-making.Strong technical skills in Microsoft desktop applications and the following :Statistical software : SPSS, SAS, R, or Stata.Data analysis and manipulation : SQL and Python.Experience in AI / ML techniques for market and sales analytics.Familiarity with cloud-based data platforms : Microsoft Azure.Advanced data visualization using Microsoft Power BI.Proven ability to enhance BI and AI platforms to support business initiatives.Ability to thrive in a high-pressure environment.Excellent communication skills, both written and spoken, with the ability to tailor messages for different audiences.Comfort and confidence in public speaking, with experience presenting to both small and large groups.Ability to collaborate effectively across departments, with a focus on strategic insights that blend marketing and sales perspectives.Willingness to travel overnight as needed to support marketing and sales initiatives.Pre-employment drug screen required.
