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Executive Director, Consumer Insights
Entertainment & Media Industry Company
Culver City, CA, United States
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Executive Director, Consumer Insights - Home Entertainment
Company Home Entertainment (SPHE) is focused on leveraging insight and innovating to improve consumer engagement and overall profitability. The Consumer Strategy Group (CSG) is the business solutions provider within SPHE which consists of consumer insights, data analytics, data science and strategy & innovation teams. Our goal is to create and define Consumer Insights that powers growth. We are obsessed with finding the best way to connect consumers to a world of entertainment experiences and drive transactions.
The Executive Director (ED) of Consumer Insights (CI) provides thought leadership and business support in uncovering strategic consumer and customer insights through comprehensive research analyses. ED of CI is responsible for diving into data to turn ideas into hypotheses, testing, optimizing, refining and iterating our approach to drive growth.
ED will, with input from cross-functional stakeholders, set the consumer insights roadmap to support the business. ED will lead a broad set of insights efforts including surveys, analyses of secondary data, qualitative methods as well as consumer panels and/or focus groups to gain actionable insights to deepen our understanding of the entertainment consumer. ED is responsible for managing all aspects of projects, including identifying objectives, designing analysis plan, synthesizing disparate data into actionable findings. The ED, in partnership with the broader CSG, will also be responsible for connecting insights and knowledge back to the business and leveraging efforts and projects across the group. ED will have the opportunity to partner with the marketing and commercial teams to boost consumer engagement, conversation and drive transactions.
The ED of CI will evaluate and manage various research vendors and methodologies to provide highly actionable and cost effective consumer insight while continually evolving tools to reflect current best practices.
The ED of CI will have direct reports and will oversee onsite vendor(s) and intern(s) as needed.
Role Summary:
• Define and create valuable insight for the organization to power consumer engagement and communication strategies
• Shape the CI strategic research agenda – aligning with business priorities and key stakeholders (marketing, sales, etc) while anticipating needs “beyond the ask”
• Managing all of the company’s primary research efforts: gathering and analyzing of quantitative and qualitative data relating to consumer behavior and attitudes in order to make recommendations on title specific marketing plans as well as mid to long range strategic decisions
• Communicate actionable insights clearly based on results and conclusions to stakeholders including filmmakers, internal marketing and commercial teams, senior management team, and key customers
• Liaise with research departments throughout the Sony companies to collaborate and identify other business opportunities to share information valuable to the marketing of our products as well as to share best practices on vendors, cost savings opportunities, etc.
• Participate in research projects with counterparts at other studios to develop shared strategic studies, such as new technology studies, or other non-proprietary research
• Manage recurring title purchase intent research as well as ad-hoc projects on such topics as price elasticity, competitive pricing, consumer trends, concept testing & new technology
• Evaluate research suppliers, methodologies and negotiate research costs and service agreements
• Manage, mentor and guide the professional development of the direct reports
Responsibilities:
• Manage and oversee various insight initiatives, such as super consumer segmentation, need states and occasions, purchase intent, package, concept, TV spot, new technology and media testing in US, Canada, and international territories. Develop questionnaires; manage internal & vendor execution. Analyze and prepare summary survey results on how to best target marketing campaign. Define the optimal insight approach (concept testing, new technology, creative explorations, etc) set sample and objectives; develop moderator guides; manage vendor execution; analyze results. Lead presentation of analyzed data to senior management and filmmakers. Consult territories on local based research studies.
• Develop and manage strategic primary research studies. Monitor research trends to develop relevant questions regarding motivators, pricing, point of purchase, added value preferences, media influences, and new technologies. Design questionnaires and manage vendors’ execution of questionnaires. Analyze responses and vendor conclusions. Present findings and analysis to senior management. Also develop and manage other strategic studies such as Millennial, Family, Faith, Price Elasticity, etc.
• Supervise and mentor direct reports, onsite and interns on project management and developing research reports. Verify reports for accuracy, analyze results, write executive summaries, and answer questions from report recipients. Evaluate research suppliers and negotiate research costs and service agreements. Meet with new vendors and analyze feasibility of their product offerings.
• Utilize syndicated third party weekly tracking data to answer business questions, provide pulse check for titles at various points in its lifecycle. Work with data scientist to update correlation analyses and find new use cases. Manage quarterly Tech Tracker and continue to expand its use cases.
• Support studio’s new business development and growth initiatives..
Requirements:
• A diverse industry background
• Relentless in the pursuit of innovation
• Ability to synthesize across multiple insight and data sources into what matters in defining and refining consumer engagement and communication strategies
• Very strong problem definition and solution skills
• Strong analytical skills and varied experience across key research approaches and methodologies
• Intellectual curiosity and a love of learning
• Strong consultative, project management and organization skills
• Strong leadership skills and the ability to influence across all levels of the organization
• Experience partnering with cross-functional teams
• Strong interpersonal, written and verbal communication skills and a desire to share information
• Strong executive presence. Can communicate complex ideas in an efficient and compelling way, and brings the gravitas to influence senior decision makers (internally and externally)
• A high tolerance for working in a dynamic environment and leading change
• Global mindset
• Work independently, manage and mentor direct reports
• Must be able to handle multiple, varied projects while working in a fast-paced environment and meeting tight deadlines
• Bachelor's Degree
• 10+ years experience in Marketing or Consumer Insights
*Company Entertainment is an equal opportunity employer. We evaluate qualified applicants without regard to race, color, religion, sex, national origin, disability, veteran status, age, sexual orientation, gender identity, or other protected characteristics.
• Company - CA - Culver City Area & Studios