Sr. Manager, Consumer Strategy

Salary depends on experience
Posted on 09/21/17
Los Angeles, CA
5 - 7 years experience
Advertising & Marketing Services
Salary depends on experience
Posted on 09/21/17

Duties and Responsibilities

  • Provide team with key consumer insights by developing a deep understanding of the consumers, their behavior, how they connect with potential communication channels, and how they connect with a brand and category by leveraging research, both primary and secondary (25%)
    • With direction from WHY Group leadership, manage projects and tasks that inform consumer and communications strategy; may include limited independent management of assigned brands
    • Be a syndicated research expert in the group. Proactively mine all available resources for any information that can lead to a better understanding of the consumer, the brand or the communication challenges at hand. 
    • Across research approaches, proactively seek insights from a full range of primary and secondary research to understand attitudinal (qualitative) and behavioral (quantitative) aspects of the consumers’ relationship with both the brand and the potential communications channels
    • Create compelling profiles of key consumer targets and their relevant life context to create potent communications opportunities
  • Initiate and conduct research to help inform consumer understanding and connections strategy (25%)
    • Utilize Horizon’s proprietary panel to develop/write, program, and field surveys as well as analyze results to uncover key strategic insights
    • Assist with facilitation of focus groups and/or other qualitative research efforts
    • Proactively work with the Distillery to conduct social listening and incorporate into consumer understanding and communication platforms/ activations briefs when relevant/necessary
  • Work in conjunction with WHY Group leadership to develop communication platforms / activation briefs as required for assigned brands and new business and ensure that resulting actions remain on strategy (25%)
  • Ensure the communication platforms / activation briefs tell a full story from understanding key challenges/issues/opportunities to how to best connect with the consumer through to the strategic idea
  • Manage and facilitate internal ideation sessions (10%)
  • Lead internal WHY overviews and training sessions on WHY Group offerings and capabilities (e.g. Intern training, Media 101) (10%)
  • Collaborate with senior management in the development of the WHY group and consumer insights offering (e.g. tool and resource development) and look for opportunities to bring new offerings (5%)

Supervisory Responsibilities:

None

Knowledge and Skills Required:  

  • 5 to 7 years’ experience preferably at an agency or research firm setting in a consumer-focused role (e.g. connections planner, strategic planner, account planner)
  • Can dig through data and see the forest for the trees
  • Naturally curious about people and their wants, needs, attitudes and behaviors
  • Demonstrated ability to generate strategic, innovative and influential insights from rigorous analysis
  • Demonstrated skills in writing including clarity of thinking and making persuasive arguments for strategic recommendations
  • A self-starter who thrives on project variety and a fast pace, and able to manage multiple projects and priorities
  • Experience leveraging and conducting research to uncover insights, including syndicated research expertise (e.g. MRI/Simmons), quantitative research experience (e.g. writing and developing surveys for online consumer research).
  • Comfortable leveraging qualitative research to help inform overall strategy as well as activation brief insights
  • Experience presenting to clients
  • Service orientation with a strong work ethic and high-level of personal accountability
  • Great at working in and helping to foster a collaborative team environment
  • Industry experience in media, entertainment, technology, consumer packaged goods, retail, health and beauty, automotive, and/or financial services a plus

R0003320

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