Executive Director, Consumer Strategy & Insights
New York, NY, USA | Starz
Industry:Internet / Online Media
Job Description:112 people have viewed this job
The STARZ Insights & Analytics team is looking for a highly motivated Sr Director of Consumer Strategy & Insights to represent the voice of the consumer within the organization. The role will provide thought leadership and act as a consultant to the marketing and development teams, to provide actionable insights and strategic recommendations in support of consumer marketing and branding initiatives and content decisions.
The ideal person for the role has a passion for understanding consumers and their motivations and a strong understanding of market research techniques with hands on experience leading primary research projects and experience in connecting the dots between data and consumer insights to inform brand and marketing strategies.
The role is highly visible and includes senior management stakeholders within marketing, press, product, development, and affiliate.
Develop and deliver the brand strategy, including but not limited to:
Overall brand health and positioning and how the brand relates to the competition
The consumer’s path to purchase, including the barriers and drivers of engagement
Consumers’ experiences with the brand and the category
Competitive strategies and uncovering white space opportunities
Relevant cultural and social trends that impact the industry
Evaluate and contribute to channel and tactical plans to ensure that the strategic intent of the positioning is achieved
Utilize and develop innovative techniques to test and understand what drives success with our content. Communicate findings to development, marketing, press, and executive producers.
Partner with cross-functional teams to define business questions and transform them into meaningful research plans that will provide actionable insights to the organization
Manage and develop a small Consumer Strategy & Insights team
Oversee the implementation and execution of all research projects
Collaborate closely with the Content Analytics and Data Science teams to use qualitative and quantitative data to power sophisticated content value and subscriber value statistical models.
Synthesize learnings and present actionable and contextually relevant insights to organizational stakeholders
Build and maintain a portfolio, and manage budget for, third party agencies, subscription, and syndicated research services
Experience & Skills:
10+ years of relevant experience, with a passion for understanding consumers and their behavior
BA/BS/MS in Math, Economics, Statistics, Market Research, or other quantitative field
Experience in understanding consumers and research with respect to the TV and streaming landscape strongly preferred, including experience leading viewer studies such as episode testing, dial testing and concept testing
Experience establishing research objectives, identifying appropriate methodologies, writing surveys, creating sound sampling and weighting schemes, and analyzing results based on business and research objectives
Hands on expertise managing and conducting the entire research process from research framing, questionnaire design, vendor selection and management, to distilling raw data into actionable insights and adapting for multiple stakeholders
Experience managing a customer panel
Strong understanding of statistical terms and research methodologies and study designs, such as segmentation, brand tracking, discrete choice, conjoint analysis, pricing, regression and correlation analysis, user-testing, positioning
Excellent reporting and analysis skills including the ability to distill raw data into actionable insights, and create clear, concise and actionable reports with the ability to make strategic recommendations based on business needs
Comfortable working in a fast paced, quickly changing and growing environment without sacrificing quality
Strong project management, organizational skills to ensure the ability to handle multiple projects simultaneously
Experience working with senior executive management
Strong written and verbal communication and presentation skills
Proficient in Microsoft Office PowerPoint, Word, Excel. Experience working with SQL a plus
Experience working for a marketing research agency, brand strategy consultancy, advertising agency, or client-side experience in a market insights/analytics function a plus
Occasional travel to Los Angeles (4-6x year)
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