Senior Director, Global Insight at HarperCollins in New York, NY

The Senior Director, Global Insight at HarperCollins leads the company’s consumer research program which informs and supports all aspects of HarperCollins business: book acquisition, positioning, marketing, and pricing.

The Global Insight team works with each of HarperCollins’s global divisions to integrate consumer-driven research into all decision making across the firm.

Insight initiatives at HarperCollins include (but are not limited to) brand positioning/perception, consumer segmentation, conjoint analysis, message testing, attitudinal/usage measurement and customer satisfaction. HarperCollins research is in part generated via online community insight panels; the candidate will maintain and grow this initiative. The Senior Director, Global Insight reports to the CEO, Int’l & Foreign Language/CDO.

Responsibilities

• Develops multi-divisional consumer insight strategy in alignment with HarperCollins broader goals and strategies.
• Collaborates with heads of HarperCollins divisions to integrate consumer insights into major strategic initiatives, as well as day-to-day operations.
• Leadership and functional management of Global Insight team (including Insights leads across the business divisions and New York-based Junior Analyst)
• Identifies and anticipates business opportunities based on the investigation and interpretation of a range of inputs including macro and micro consumer trends, HC proprietary and third party consumer research, sales data etc.
• Collaborates with Sales and Data Science teams to integrate sales and search data into broader cultural & consumer trends analyses.
• Maintains & grows a program of regular communication of trends & consumer insights across HC business units.
• Identifies, develops & shares research best practices with extended Consumer Insight group.
• Oversees global Insight budget & manage key vendor relationships across Insight group.
• Directly supports Corporate Executive, International businesses & Harlequin NA on day-to-day insights needs.

Success factors will include:

• Demonstrated integration of consumer insight in all aspects of the publishing process from acquisition to backlist marketing.
• A broader in-house expertise/insight around our customers, their relationship to books and the strategies, content, tactics and platforms of publishing.
• Industry recognition as a leading innovator in consumer understanding.

Qualifications

• 10+ years leadership experience in consumer insight: research, strategy, planning or consulting at an agency, media company, e-commerce brand or retailer
• Understanding of sampling and sampling techniques, screening, profiling, and targeting survey respondents
• Experience with online survey participant recruitment, engagement, and incentivization
• Strong background in quantitative questionnaire design and technical design review
• Direct experience with survey programming, data processing, and data tabulation
• Expertise in digital analytics tools
• Adept skill in translating analytics and statistics to marketing-style presentations and documents
• Experience managing community insight panels
• Advanced proficiency in Power Point and Excel
• International and domestic travel 2+ times a year
• Experience working with customer insight communities and vendors
• Facility with SPSS/SAS or equivalent statistical analysis programs preferred
• Reading proficiency in Spanish, French or Italian a plus
• A passion for books, reading and literacy initiatives preferred