Consumer Research Director

New York, NY 10022

Post Date: 04/27/2018 Job ID: 95253 Job Category: Analytics

Title: Director of Consumer Research

Company: Luxury Retail

Location: NYC

**MUST have blended agency and client side experience! Looking for senior level candidates, who have the gravitas and executive presence, to be believable across brands, accompanied by expert level knowledge base, emotional intelligence and comfortable working with C-level executives.**

Scope of work
  • Produce and deliver regular competitive media expenditure and PR/Social monitoring surveys at regional level
  • Continue to develop and adapt with local specificities the new approaches implemented to monitor both Editorial and Advertising competitive activity
  • Accompany and support the Brands locally in providing competitive media landscape through regular and ad hoc analyses by division or brands depending on needs
  • Support the Central Research team in developing Ad Hoc tools locally to better answer the needs of the brands in the region in terms of research based performance metrics both short and long terms
  • Work closely with the central team in running regional leg of brand equity studies.
     

Main missions

Competitive Paid Media activity
  • Together with the central research team, extend the current reporting and make relevant adjustments to better understand competitive paid activity both offline and online in the region
  • Such analyses suffer from gaps depending on the countries and it will be key to implement the necessary approaches to provide a strong understanding of competitive activity across the key markets in the region starting with China. Such implementation will be carried out in partnership with our local media agencies where identifying the right partners will be essential to success

PR/Social Monitoring
  • Providing relevant PR coverage analyses considering brands’ evolving needs towards digital PR coverage and market specifics (Weibo/WeChat)
  • Global methodologies to be adapted further to local specificities
  • Identifying brands’ direct and underlying needs to run the right analyses to help improving brands’ performance
  • Work with the brands locally to make sure that the appropriate queries are constantly updated in the monitoring to make sure we deliver relevant reports to local and HQ teams
  • For Asia: Ensure the liaison between brands and the regional social listening partner (transferred from the digital team) and make the reporting evolve based on brand needs

Media efficiency
  • Provide the expert support to the brands locally in running best in class media efficiency research projects. Liaising with the research central team that will define the recommended approach, the research manager will implement the studies locally and adapt to local needs/specificities if necessary
  • Examples of studies to developed: Marketing Mix Modeling, Multi Touch Attribution Modeling, Brand/sales lift studies, Cross media research

Brand equity tracking
  • Accompany the central team in running Brand equity research in the region: Identifying the right research partners, adapt questionnaires and methodologies to local specificities, Provide the necessary support to the brands locally in terms of analysis

Relationship with the brands
  • Meet with brands regularly to understand their needs and provide the necessary research and analytics support
  • Organize, prepare and present together with the local partners the bi-annual PR meetings delivered to the brands

Experience and Technical Skills Required
  • Minimum 10 years working experience in a research environment, either at agency or client level with a minimum of 5 years at agency level. 
  • Ad Hoc research experience is necessary. Media research experience is suitable
  • Experience of the luxury industry preferable (or at a minimum a clear demonstration of affinity with the sector)
  • Available for travel across the region in key markets (Asia: focus on China and extend to Japan and Korea, Americas: focus on the US and extend to Latin)

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