Customer Research Manager - Segmentation

About Mirvac

Mirvac is driven by a vision to craft and curate superior experiences, going beyond conventional development and construction. Our innovative and diverse approach fuels boldness and optimism as we endeavor to create positive, long-lasting impacts for Australians through sustainable and value-centered projects.

Position Summary

We seek a Customer Research Manager specializing in segmentation to join our Sydney-based team. This pivotal role involves leading the creation, management, and deployment of customer segmentation models that steer strategic decision-making throughout Mirvac's diverse property portfolio. Your efforts will ensure customer groups are distinct, deeply understood, and strategically segmented to empower targeted initiatives across development, leasing, marketing, placemaking, service design, and customer experience.

Key Responsibilities

• Architect, implement, and sustain an enterprise-wide customer segmentation framework encompassing demographic, behavioral, attitudinal, and value-based factors.
• Adapt segmentation models to reflect the distinct requirements of varied customer types such as residents, tenants, retailers, and office users.
• Conduct both qualitative and quantitative research methodologies to deepen insights into customer segments, behaviors, and preferences.
• Analyze extensive datasets including CRM records, transactional information, and digital activity to integrate these with survey and external data to enrich segment profiles.
• Collaborate closely with Customer Strategy, Marketing, Development, Asset Management, and Digital departments to incorporate segmentation into strategic planning, product innovation, and service enhancement.
• Serve as the go-to expert for segmentation, advising internal teams on the practical and valuable use of customer segmentation to inform business decisions.
• Partner with Data & Analytics teams to embed segmentation models into core platforms like CRM and dashboards while ensuring these models remain updated and relevant.
• Maintain adherence to ethical standards and legal requirements concerning customer data privacy and governance.
• Keep abreast of the latest advances in segmentation techniques and tools to enhance Mirvac’s customer insight capabilities.
• Conduct benchmarking against industry best practices to preserve Mirvac’s leadership position in segmentation methodologies.

Candidate Profile

Ideal candidates will possess extensive experience in formulating and applying customer segmentation within complex, customer-facing sectors. Expertise in quantitative and qualitative research, survey design, advanced analytics, and insight synthesis is essential.

Commercial acumen is critical, enabling translation of complex data into actionable strategies affecting marketing, products, and customer experiences. Candidates should be adept at interpreting various data types, including behavioral analytics, to generate opportunities and improve decision-making.

You should demonstrate strong storytelling skills to communicate intricate findings clearly and persuasively to stakeholders across all levels. Thriving in collaborative environments, you will effectively work alongside marketing, strategy, product, and digital teams to embed insights and generate meaningful business outcomes.

Qualifications

A bachelor’s degree in Market Research, Psychology, Business, Data Science, or related fields is required. Postgraduate qualifications or certifications relevant to the role are advantageous.