Director, Strategic Communications
NBCUniversal
New York, NY
Overview and Responsibilities
The SVP, Consumer Insights will be responsible for developing, executing, synthesizing, and demonstrating research, analytics, and other sources of insight to inform the senior management of BET, BET HER and BET+, including the President, and senior leadership in programming, development, press, and marketing. The ideal candidate is an extremely experienced Media Research professional with a deep knowledge of, and passion for media, entertainment and consumer insights. This person will synthesize insights from quantitative and qualitative data to provide expert guidance on brand/franchise performance and multi-platform viewing. Reporting to the Chief Research Officer, this individual will lead a team with varying levels of experience and be a true partner to the BET executive team.
Responsibilities include:
• Help the networks strategize future growth; develop market and brand positioning; build powerful programming and scheduling strategies; to grow Nielsen ratings and strength on digital and social platforms
• Understand, track, and feed back to the organization a holistic understanding of the audiences of BET and the health of the brand
• Turn business issues into the right research questions. Pursue and guide the best research approach through qualitative and quantitative consumer insights initiatives to drive excellent, impactful insights that move strategy forward and enable decision making
• Have deep knowledge of and passion for the television and digital landscape, and be a representative of the consumer to the networks President and strategy team
• Be the research insights and data partner to Marketing to provide audience insights for positioning, targeting and engagement, creative development, media planning insights, pre-launch awareness/intent-to-view tracking and post launch efficiency analysis of our key franchises
• Design and deliver consumer and content insights to Content Development and production teams, and partner with them as their audience specialists
• Handle the pilot research process to help the team better predict performance
• Work hand-in-hand with the Scheduling team to improve linear and multi-platform performance
• Work with the Ad Sales team to develop compelling selling stories and client engagement opportunities with BET. Serve as the face of BET to clients for insights and research
• Work closely with the Press group on their messaging about show launch positioning in the media and performance highlights.
• Lead proprietary online research panels and vendor partners
• Utilize critical thinking skills to analyze industry dynamics in order to formulate robust and timely planning
• Bring findings to life in compelling and innovative ways and communicate insights both internally and externally
• Work hand-in-hand with the Programming team to improve linear and multi-platform performance, as well as monetization of all content
• Ensure delivery of significant in-person and written insights on programming trends, performance, the competitive landscape, and audience behavior to inform strategies
Basic Qualifications
• 10+ years of related media research experience, including Audience, Marketing and Content Research
• Bachelor degree or higher
Additional Qualifications
• Strong experience in qualitative research, such as focus groups, in-depth interviews, and other qualitative methods
• Strong experience in quantitative research, including survey design and analysis
• Able to synthesize data and insights from multiple sources to craft impactful insights and presentations
• 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 handle multiple projects and changing priorities effectively in a complex, fast-paced business environment
• Strong capability to work with multiple partners and peers, and to adapt communication and management style to achieve overall collaboration
• High level of accuracy, and attention to detail, with strong analytic and project management abilities
• Experience with leading and managing a team
• Self starter, highly proactive, and collaborative
Jobcode: Reference SBJ-r7q42q-3-81-57-77-42 in your application.
About The Brand
BET Networks, a subsidiary of ViacomCBS Inc. (NASDAQ: VIA, VIA.B), is the nation's leading provider of quality entertainment, music, news, and public affairs television programming for the African-American audience. The primary BET channel reaches more than 90 million households and can be seen in the United States, Canada, the Caribbean, the United Kingdom, and sub-Saharan Africa. BET is the dominant African-American consumer brand with a diverse group of business extensions: BET.com, a leading Internet destination for Black entertainment, music, culture and news; BET HER, a 24-hour entertainment network targeting the African-American Woman; BET Music Networks - BET Jams, BET Soul and BET Gospel; BET Home Entertainment; BET Live, BET's growing festival business; BET Mobile, which provides ringtones, games and video content for wireless devices; and BET International, which operates BET around the globe.