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Vice President, Market Research Analytics
Entertainment & Media Industry Company
Universal City, CA, United States
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About Us
Company is one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. Company owns and operates a valuable portfolio of news and entertainment television networks, a premier motion picture company, significant television production operations, a leading television stations group, and world-renowned theme parks. Company’s policy is to provide equal employment opportunities to all applicants and employees without regard to race, color, religion, creed, gender, gender identity or expression, age, national origin or ancestry, citizenship, disability, sexual orientation, marital status, pregnancy, veteran status, membership in the uniformed services, genetic information, or any other basis protected by applicable law.
Responsibilities
Establish Focus Features as a cutting-edge leader in the field of entertainment market research, combining the use of “big data” analytics with traditional market research tools, to improve strategic and tactical solutions for Focus Features theatrical releases.
The position reports directly to the President of Marketing.
Responsibilities:
• Contribute to the strategic marketing plans for all Focus Features theatrical campaigns
• Utilize online ad testing and analytics to inform creative decisions
• Work with all marketing department heads to communicate and coordinate strategy; ensure message consistency across all platforms
• Create marketing presentations for internal and external stakeholders
• Assist with coordinating and assembling marketing “decks” for filmmaker meetings
• Identify and implement emergent research methodologies and data technologies to add tangible value – i.e., optimize strategy, targeting, messaging and marketing spend
• Introduce use of “big data” analytics to capture, analyze and unlock consumer insights, refine targeting, evaluate ad effectiveness, and identify causality and influence in a viewer’s decision to engage and transact
• Improve capability for matching non-entertainment consumer behavior with entertainment purchase intent
• Identify research innovations in the areas of online, mobile communication and converging media
• Develop research competency for micro-targeting audiences, particularly for genre and Art-house/Academy films
• Develop social media intelligence opportunities to track “buzz” surrounding our properties, profile fans, test materials and monitor changing reactions to campaigns
• Migrate Focus Features away from conventional research methods by embracing future-leaning capabilities
• Manage the execution of all phases of quantitative and qualitative market research implementation
• Supervise research vendor selection/management, study design, methodology, logistics, internal approvals, filmmaker and studio needs
• Design and oversee research test screenings – i.e., secure locations, approvals, determine sample demographics, manage vendors, coordinate with filmmakers
• Coordinate all aspects of advertising testing – i.e., ad selection, study design, etc.
• Work closely with creative advertising to translate market research findings into actionable direction that refines critical assumptions, improves performance of ad campaigns and drives box-office results
• Analyze and distribute market tracking studies to key marketing stakeholders and senior corporate executive
• Manage research budgets and negotiate best pricing
• Work closely with Media, Digital, and Publicity to develop and monitor online KPI’s while delivering actionable insights.
• Partner with Focus’ Media, Digital and Publicity teams to build partnerships throughout the NBCU organization
• Develop cross-company relationships to garner access to marketing data and customer bases; explore opportunities to use research to improve share of voice for Focus Features campaigns throughout NBCU
• Work with President of Marketing to evaluate potential project’s marketing assets and challenges, pull comps, assess release dates and assemble competitive P&A spends
• Establish and build strong relationship with Maxus/Group M to take full advantage of agency consumer data platforms and innovations
• Improve communication with NBCU Business Development Team to gain greater understanding of new business initiatives
• Remain current on consumer trends, industry developments, and best practices and share relevant insights with Focus Feature organization
Qualifications/Requirements
Required Qualifications
• At least 7 years of experience in market research and analytics, preferably with significant experience in the entertainment and media industries
Desired Characteristics
Desired Qualifications
• Strong mathematical background, with experience in data mining, statistical analysis and modeling
• A solid understanding of the film marketing business model (and challenges)
• Highly internet savvy
• Outstanding written and verbal communication skills
• Intellectually curious thought leader and inventive problem-solver
• Familiar with research methods, syndicated research tools and databases
• Ability to effectively partner with colleagues to influence behavior and outcomes
• Comfortable speaking in front of senior management and filmmakers, sharing insights and making recommendations
• Excellent PowerPoint or KeyNote capabilities; dynamic presentation skills
Eligibility Requirements
• Interested candidates must submit a resume/CV online to be considered
• Must be willing submit to a background investigation
• Must have unrestricted work authorization to work in the United States
• Must be covered by Solutions, NBCU’s Alternative Dispute Resolution Program