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Director, Consumer Insights- Marketing & Social Impact

12856

New York, NY, US, 10014 Hollywood, CA, US, 90028

Research
New York
Full-Time

MTV is the leading global youth media brand in 180 countries,  reaching 450 million households in nearly 30 different languages across every platform. MTV is the world's premier youth entertainment brand,  the cultural home of the millennial generation and a pioneer in creating innovative programming for young people. MTV reflects pop culture with award-winning content built around compelling storytelling,  music discovery and activism across TV,  the internet and other platforms. A unit of Paramount Global,  MTV operations span cable and mobile networks,  live events,  theatrical films and MTV Studios.

 

Overview & Responsibilities:

The MTV Entertainment Group comprises media/content brands in the entertainment, music & youth space, including MTV, Comedy Central, Paramount Network, VH1, Logo, CMT, TV Land, Smithsonian and Pop TV. The Research and Insights Department is responsible for developing a deep understanding of audiences’ attitudes and behaviors, as well as general cultural trends, in order to inform the organization’s strategic decision-making. Within this broader Research department sits the Marketing & Social Impact Insights team, and this team is currently looking for someone to fill a Director position! The ideal candidate is an experienced Marketing Research professional with deep knowledge and a real passion for media, entertainment, social causes, and consumer insight. You are primarily responsible for monitoring the health of brands within the MTV Entertainment family, identifying and profiling target audiences for our programming, and evaluating the impact of key initiatives and campaigns. You will also monitor general audience/cultural trends in an effort to keep the organization ahead of the curve as it relates to our strategic priorities.

The Director role will focus on conducting research and developing audience insights through a variety of qualitative and quantitative methodologies. Reporting to the VP, the Director will help lead the design, implementation, and analysis of custom research as well as leverage syndicated sources to inform Marketing, Social Impact/CSR, and Press strategy for MTV Entertainment Group. You will primarily work on research projects across linear, social, and digital platforms, as well as some more long-term strategic projects related to our audience and their connection to our brands and initiatives.

 

Responsibilities include but are not limited to:

  • Provide analyses that generate a clear understanding of our target audiences, perception of our brands, and marketing opportunities
  • Support the marketing department with audience insights that lead to more effective creative
  • Design, coordinate and complete a variety of testing projects ranging from promo testing, creative concepts, naming/titles, logos and other promotional material
  • Help establish KPIs and track the performance of campaigns
  • Lead all aspects of the execution of quantitative and qualitative research projects and communicate findings to various internal and external partners
  • Consult the latest content and marketing trends through syndicated research resources
  • Provide cultural context to drive existing and new messaging ideas, assessing viability and recommending optimizations
  • Oversee and interpret brand tracking efforts to assess brand strengths, weaknesses, and opportunities
  • Develop a strong working relationship with colleagues across multiple teams within the organization; enthusiastically seek out projects from key internal clients while also balancing ad-hoc requests
  • Partner with leadership to handle workflow and priorities
  • Manage and mentor subordinates

 

Basic Qualifications:

  • 7+ years of related research experience, including Marketing and Creative Insights, in the Entertainment/Media industry
  • Bachelor's degree or higher
  • Familiarity and/or proficiency with syndicated research tools including YouGov, MRI, YPulse, E-Poll, Gartner
  • Strong experience in quantitative research, including survey design, creative question writing, sample design, and analysis
  • Background in designing, performing, and analyzing qualitative research, such as focus groups, in-depth interviews, media diaries, and other qualitative methods to go beyond the obvious to build rich insight

 

Additional Qualifications:

  • Expertise driving marketing effectiveness through consumer testing
  • Proficient in tracking and interpreting marketing performance metrics across all channels
  • Experience with Nielsen ratings data is a plus
  • Familiar with programs and strategies of broadcast, cable networks, and streaming services
  • Demonstration of innovative thinking in terms of research methodologies
  • Ability to turn complex insights into clear, easy-to-understand, and visually compelling deliverables (e.g., presentations, one-sheets, weekly newsletters, etc.) that tell thematic, cohesive stories vs. just reporting facts and figure
  • Familiar with multiple data streams (e.g., custom research, syndicated research, secondary resources, ratings data, digital analytics, etc.) to effectively communicate multidisciplinary insights to the business
  • Strong interest in tracking/analyzing cultural trends
  • Strong comfortability presenting to partners and senior staff; proven ability to internalize data and easily speak to it when presenting
  • High level of accuracy and attention to detail, with strong analytic and project management abilities
  • Highly organized, collaborative self-starter with the ability to work under pressure, set priorities, balance multiple small and large-scale projects and meet tight deadlines
  • Excellent interpersonal skills which will enable the candidate to interact with a wide range of personalities and establish effective relationships at all levels of the organization
  • Experience managing and developing 1-2 direct reports
  • Love of all things television & pop culture

 

Paramount is an equal opportunity employer (EOE) including disability/vet.

 

At Paramount, the spirit of inclusion feeds into everything that we do, on-screen and off. From the programming and movies we create to employee benefits/programs and social impact outreach initiatives, we believe that opportunity, access, resources and rewards should be available to and for the benefit of all. Paramount is proud to be an equal opportunity workplace and is an affirmative action employer. We are committed to equal employment opportunity regardless of race, color, ethnicity, ancestry, religion, creed, sex, national origin, sexual orientation, age, citizenship status, marital status, disability, gender identity, gender expression, and Veteran status.

 

If you are a qualified individual with a disability or a disabled veteran, you may request a reasonable accommodation if you are unable or limited in your ability to use or access. https://www.paramount.com/careers as a result of your disability. You can request reasonable accommodations by calling 212.846.5500 or by sending an email to viacomaccommodations@viacom.com. Only messages left for this purpose will be returned.

Paramount believes in creating environments that allow our primary focus to remain on providing entertainment, education and information to our millions of viewers around the world. As part of this commitment to health and safety, Paramount requires COVID-19 vaccines for current U.S. employees, including all newly hired employees, subject to applicable law. Union employees are subject to the agreement reached between the Company and the applicable Union.


Nearest Major Market: Manhattan
Nearest Secondary Market: New York City