Audience Insights Manager, Prime Video
Amazon
Culver City, CAThis was removed by the employer on 4/2/2020 11:33:00 AM PST
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Full Time Job
The Amazon Prime Video team is shaping the future of digital video entertainment. Our mission is to build the widest selection of digital video content that consumers love, and make it ''Amazon easy'' for customers to enjoy the best entertainment content wherever and whenever they want. To help us fulfill this mission, we are looking for an Audience Insights Manager to help put consumer and cultural understanding at the center of everything Prime Video does. By staying on top of cultural trends, streaming trends, developing 1st party consumer research through quantitative and qualitative methodologies, or analyzing and interpreting syndicated and social data and research, our purpose is to build processes that lead to more meaningful consumer understanding that results in increasing engagement with each one of our shows.
This person will report into the Director of Global Audience Insights and provide content and audience insights to help senior leadership making wise Brand, Creative, Media, and Social marketing decisions. You will be responsible for surfacing tangible, inspiring and nuanced insights that guide the creation of audience first marketing strategies that improve effectiveness of our campaigns, and increase the cultural and personal relevancy of the Prime Video brand. You will execute and contribute to the creation of repeatable analytical methods that provide insight into cultural, content, viewing and behavioral trends that are changing the way consumers choose and watch their favorite TV and movies in each country we operate in. You will work cross functionally across Studio research and programming teams, and International marketing teams sharing insight and best practices to help socialize and accelerate learnings that can lead to larger business impact.
The ideal candidate has a strong combination of cultural empathy and analytical skills. They are a puzzle solver, they love understanding what influences and connects with consumers, and are motivated to identify or create new ways to increase their understanding of these consumers as a way to be improve brand and content relevancy.
Key Responsibilities:
• Bring the voice of the consumer into the heart of all Prime Video Originals and Brand communication decisions including audience identification, marketing positioning, creative and communication strategies, and media and social plan development.
• Work cross functionally with brand, media and social managers to define and profile target audiences that generate a clear understanding of our Originals target audience viewing habits, our brands' perception and consumer behavior trend to help inform marketing campaigns.
• Surface action-based consumer insights that result in consumption growth and increased consumer acquisition. Continue to drive brand equity, big ideas and superior product stories through deep understanding of consumer insights, trends and competitor intelligence.
• Lead the integration of social data into the existing insight work streams to improve the timeliness, accuracy and usefulness of our audience insights
• Help evaluate the role of each show and film's place in the Prime Video portfolio to ensure we're engaging critical present and future consumer segments.
• Evaluate social data sources, and surface relevant learnings for inclusion in pre-greenlight marketing assessments, post green light categorization and allocation assessments
• Collaborate with creative marketing teams to execute creative evaluation programs that both inspire and challenge idea development and lead to breakthrough and meaningful messaging.
• Develop and innovate consumer insights methodologies, including machine learning, AI, data mining, digital panels and advancing social listening, so that consumer & market understanding is happening in real time and becomes a competitive advantage for Prime Video.
• Manage multiple global consumer research systems, technology, processes, and practices simultaneously to providing analytics, reports, and insightful observations to team members that increase operational effectiveness.
• Design, coordinate and execute a variety of social based research, consumer experiments and creative testing projects that drive insight into viewing habits and brand/show creative performance.
Qualifications
• Bachelor's Degree
• 3 years relevant experience in financial/business analysis
• Experience defining requirements and using data and metrics to draw business insights
• Experience making business recommendations and influencing stakeholders
• Experience in using multiple social listening and platform tools in surfacing audience behavioral or taste insights and preferences, and to help identify content optimizations and future interest, and then translating those into a format that works for future content creative
• Understanding audience nuanced behavior patterns and the user journey by various social platforms
• Experience with deep social data analysis, report development, and clear read out presentations
• Experience in designing and managing both paid and organic social testing
• Experience in consulting and collaborating with business leaders to define research objectives and providing recommendations regarding experiment/study design and appropriate methodology
• Experience using a myriad of third-party tools to help provide texture on competitive advertising spending, category and consumer usage data via syndicated research sources (e.g. comScore, MRI, Simmons, YouGov); social behaviors or preferences (e.g Affinio, Helixa); global demand (e.g Parrot Analytics or YouGov Signal); and familiarity with Tableau