Vice President, Consumer Insights & Marketing Optimization

New York City, New York (US)
Mar 15, 2019
Metro Area
New York
Full Time

The Vice President of Consumer Insights and Marketing Optimization will be responsible for developing, executing, synthesizing, and leveraging research, advanced analytics, and other sources of insight to inform the management of BET in programming, development, press, marketing and scheduling. The ideal candidate is an extremely experienced Media Research professional with a deep knowledge of, and passion for media, entertainment and consumer insight, and outstanding people leader.  This person will synthesize insights from qualitative, quantitative and big data analytics to provide expert strategic guidance on content creation and content performance for multi-platform viewing. Reporting to the SVP, Consumer Insights, BET, this individual will lead a team with varying levels of experience and be a true partner to the BET team.      

  • Work with the SVP to build, manage, and create the strategic vision and executional roadmap for the department’s new Insights Strategy

  • Provide Strategic Consultancy to the BET Development and Marketing teams. Taking a passion for the consumer and the BET audience and driving it into action as a change agent who leads through influence, navigates organization structures, and advocates for viewer needs

  • Pursue and guide the best research approach through qualitative and quantitative consumer insights initiatives to drive excellent, impactful insights that move strategy forward and keep the fan in the center of the decision-making process

  • Drive development with an upstream development assessment plan to help find potential programming ideas

  • Work hand-in-hand with the Development team to maximize linear and multi-platform performance, linked to create fandom

  • Serve as a key driver in the Greenlight to Tune In process

  • Create & align new/predictive tools for driving tune in with BET and Cross Viacom Marketing including fan targeting, strategy development, brief development and content optimization

  • Work with Marketing and cross Viacom Advanced Analytics research teams to create tools using big data analytics, predictive modeling and fan journey mapping using new approaches and design to drive marketing effectiveness

  • Lead through a direct report the insight creation to inform digital content for the network. Provide direction to assist the integration of new content whitespaces for the team 

  • Lead and develop a highly functional team of insights professionals

Basic Qualifications: 

  • 10+ years of progressive, related media research experience, including Audience, Marketing and Content Research
  • Bachelor degree or higher
  • Strong experience in creating systems/processes to guide insights into action within a complex organization
  • Background in designing and analyzing qualitative research, such as focus groups, in-depth interviews, and other qualitative methods to go beyond the obvious to create rich insight
  • Strong experience in quantitative research, including survey design and analysis

Additional Qualifications: 

  • Excellent interpersonal skills to enable interaction with a wide range of personalities/styles and establish effective relationships at all levels of the organization
  • The ability to manage multiple projects and changing priorities effectively in a complex, fast-paced business environment
  • Proven skills in both managing and advancing research talent across levels.
  • High level of accuracy, and attention to detail, with strong analytic and project management abilities
  • Self-starter, highly proactive, and collaborative
  • Strategic thinker with experience in analyzing and integrating big data to shape fan strategy
  • Ability to synthesize varied sources of data and insights from multiple sources to shape impactful  insights and presentations
  • Experience with leading audience targeting using a data management platform a plus
  • Experience in uncovering whitespace areas and turning them into actionable insights

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