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Director of Consumer Insights
Westfield
Los Angeles, CA, United States
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Description
Unibail-Rodamco-Westfield (URW) is the premier global developer and operator of flagship shopping destinations. With a portfolio valued at $75 billion of which 88% are in retail, 7% in offices and 6% in convention & exhibition venues, URW owns and operates 102 shopping centers worldwide., 56 are flagships in the most dynamic cities in Europe and the United States. URW centers welcome 1.2 billion visits per year. The Group has the largest development pipeline in the industry, worth $15 billion. Present in two continents and 13 countries, URW provides a unique platform for retailers and brand events and offers an exceptional and constantly renewed experience for customers.
ROLE PURPOSE
As Director of Consumer Insights, part of the U.S. Marketing team, you will be responsible for all consumer insights related research requests, the development of each shopping center’s positioning statement, retail merchandising mix, and key customer services. This role is the glue that binds our retail offering to the tactics we need to drive success in sales and marketing and to achieve results. You will be collaborating and coordinating with all divisions across the company, including Marketing, Shopping Center Management, Operating Management, Leasing and Development teams. It's a balancing act that requires strong diplomatic skills, including knowing when to push back and when to dive in.
You know our competitors like the back of your hand - what they do today and what they plan to do in the future. You also know our customers better than they know themselves, including how they make their buying decisions and their shopping center experience expectations. You also know the markets in which we operate, including opportunities and threats, and the different cultural, societal or political variations by market.
You back up strategic insights with market evidence and then use that knowledge to drive the development of positioning and messaging that resonates with customers and empowers our sales channels to be successful. You are obsessed with tracking performance, and have the data to prove what’s working and what isn’t.
RESPONSIBILITIES
• Oversee the development and execution of all primary consumer research for the US portfolio, both scheduled and ad hoc research requests
• Provide coaching, leadership and direction to one direct report
• Strategically find and manage talented external research vendors, cultivating mutually beneficial, long-term partnerships
• Moderate focus groups as needed and facilitate internal brainstorming sessions focused on improving the customer experience
• Display fact-based insights simply and compellingly through PowerPoint presentations to facilitate decision making at senior leadership level
• Be the expert on our customers, who are they, how they buy and their key buying criteria
• Understand our customers; their processes, including where they obtain information, and the who, what, when and why behind the decisions they make.
• Understand the competitive landscape; be an expert on our competition and how they are positioned
• Collaborate with cross-functional teams to create the ideal retail mix merchandising plan and messaging for our shopping centers that resonates with our target customer personas, based on qualitative and quantitative research
• Partner with Shopping Center Management and Guest Services teams to identify new customer amenities and services to be offered in our shopping centers, and with Digital Marketing/IT to enhance our products and services, based on research or findings in order to enhance the overall customer experience in-center
• Develop internal tools and external collateral and teach our internal teams how and when to use them
• Communicate new data releases for secondary research data
KNOWLEDGE & COMPETENCY REQUIREMENTS
• Bachelor’s Degree required: Business, Marketing, Market Research, Economics, Quantitative Methods, or a related field preferred
• 10+ years of experience in both qualitative and quantitative market research
• Solid understanding of retail and/or entertainment markets
• Strong analytical skills, especially in understanding and applying marketing/retail trends, and at ease with research
• Must be a strong public speaker, comfortable in front of large, senior groups
• Excellent people and management skills to interact with staff, colleagues, cross-functional teams and third parties. Team player!
• Ability to travel, as needed
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