Head of Brand Research and Measurement

Job Description

Job Description

Company Overview

ID.me is the next-generation digital identity wallet that simplifies how individuals securely prove their identity online. Consumers can verify their identity with ID.me once and seamlessly login across websites without having to create a new login and verify their identity again. Over 152 million users experience streamlined login and identity verification with ID.me at 20 federal agencies, 45 state government agencies, and 70+ healthcare organizations. More than 600+ consumer brands use ID.me to verify communities and user segments to honor service and build more authentic relationships. ID.me's technology meets the federal standards for consumer authentication set by the Commerce Department and is approved as a NIST 800-63-3 IAL2 / AAL2 credential service provider by the Kantara Initiative. ID.me is committed to "No Identity Left Behind" to enable all people to have a secure digital identity. To learn more, visit

The Head of Brand Research & Measurement will build and lead the research and analytics function that tells ID.me's brand story in numbers. This role owns brand health tracking, marketing measurement frameworks, consumer insights, and competitive intelligence — turning data into the strategic fuel that drives smarter brand investment and sharper positioning decisions.

Brand Health Tracking & Equity Measurement

• Own and evolve ID.me's brand health measurement program, including awareness, consideration, favorability, trust, and net promoter metrics across consumer and enterprise audiences.
• Design and manage always-on brand tracking studies in partnership with research vendors, ensuring methodological consistency and actionable reporting cadences.
• Build a brand equity model that connects brand perception data to business outcomes including user acquisition, retention, and revenue to quantify the ROI of brand investment.
• Establish benchmark scores and targets for all brand KPIs, and report progress quarterly to the CMO and executive leadership.

Brand Measurement & Attribution

• Partner with Growth, Demand Gen, and Finance to create a unified view of how brand and performance marketing investments interact and drive full-funnel outcomes.
• Lead the methodology for measuring brand campaign effectiveness — from awareness-stage digital campaigns through affinity marketing programs targeting verified communities.
• Own the marketing data strategy, working with Data Engineering to ensure the right signals are captured, clean, and available for analysis.

Consumer Insights & Research

• Commission and lead qualitative and quantitative research to deepen understanding of the ID.me consumer motivations, anxieties, mental models of identity and trust, and behavioral drivers.
• Develop a continuous insights pipeline including surveys, focus groups, ethnographic research, and UX studies that feeds product, marketing, and communications decisions in real time.
• Build audience personas and segmentation models grounded in both behavioral data and attitudinal research, with special depth on ID.me's affinity communities: military, veterans, first responders, students, nurses, and teachers.
• Translate complex research findings into clear, compelling narratives for non-technical stakeholders across the business.

Competitive & Market Intelligence

• Establish an ongoing competitive intelligence program that monitors brand positioning, messaging, and perception shifts among key identity, security, and authentication competitors.
• Track market trends in digital identity, AI-driven fraud, and consumer trust to inform ID.me's brand strategy and content agenda.
• Deliver quarterly competitive landscape reports to marketing and product leadership with clear implications and recommended responses.

Team Leadership & Vendor Management

• Manage relationships with research vendors, panel providers, survey platforms, and measurement partners including RFP processes, contract negotiations, and ongoing performance oversight.
• Serve as the internal center of excellence for research methodology, data interpretation, and measurement best practices across the Marketing org.

Required Qualifications

• 10+ years of experience in brand research, marketing analytics, consumer insights, or a related field, with at least 3 years in a leadership or head-of function role.
• Deep expertise in brand health tracking methodologies, survey design, and quantitative research — you have built or significantly evolved a brand tracking program before.
• Strong command of marketing measurement approaches including media mix modeling, multi-touch attribution, incrementality testing, and brand lift studies.
• Proven ability to synthesize large volumes of data and research into clear, executive-ready insights and recommendations.
• Experience managing external research vendors and panel providers, including agency and platform selection.
• Exceptional communication and data storytelling skills — you make dashboards and decks that people actually read and act on.
• Comfort working in ambiguous, fast-moving environments where the measurement infrastructure is still being built.
• Bachelor's degree in Marketing, Statistics, Psychology, Social Science, or a related field; advanced degree strongly preferred.

The annual base salary listed does not include a company bonus, incentive for sales roles, equity and benefits which will be determined based on experience, skills, education, relevant training, geographic location and role.

ID.me offers comprehensive medical, dental, vision, health savings account, flexible spending accounts (medical, limited purpose, dependent care, commuter benefit accounts), basic and voluntary life and AD&D insurance, 401(k) with company match, parental leave, ability to participate in unlimited paid time off subject to the terms and conditions of the PTO policy, including 8 company wide holidays, short and long-term disability insurance, accident and critical illness insurance, referral bonus policy, employee assistance program, pet insurance, travel assistant program, wellbeing and childcare discounts, benefit advocates, and a learning and development benefit.

The above represents the anticipated total rewards package for this job requisition. Final offers may vary from the amount listed based on qualifications, professional experiences, skills, education, relevant training, geographic location, and other job related factors.

U.S. Pay Range

$169,097—$207,000 USD

Mountain View, CA Pay Range

$200,585—$236,000 USD

ID.me is a full-time, in-office culture. Unless a specific job description explicitly states otherwise, all roles are on-site five days per week at one of our offices in McLean, VA; Mountain View, CA; New York City, NY; or Tampa, FL. Certain roles — such as field-based sales or other remote-by-design positions — may have different work arrangements as noted in their individual postings.

ID.me maintains a work environment free from discrimination, where employees are treated with dignity and respect. All ID.me employees share in the responsibility for fulfilling our commitment to equal employment opportunity. ID.me does not discriminate against any employee or applicant on the basis of age, ancestry, color, family or medical care leave, gender identity or expression, genetic information, marital status, medical condition, national origin, physical or mental disability, political affiliation, protected veteran status, race, religion, sex (including pregnancy), sexual orientation, or any other characteristic protected by applicable laws, regulations and ordinances. ID.me adheres to these principles in all aspects of employment, including recruitment, hiring, training, compensation, promotion, benefits, social and recreational programs, and discipline. In addition, ID.me's policy is to provide reasonable accommodation to qualified employees who have protected disabilities to the extent required by applicable laws, regulations and ordinances where a particular employee works. Upon request we will provide you with more information about such accommodations.

Please review our Privacy Policy, including our CCPA policy, at id.me/privacy. If you provide ID.me with any personally identifiable information you confirm that you have read and agree to be bound by the terms and conditions set out in our Privacy Policy.

ID.me participates in E-Verify.