Head Of Marketing Audience Insights
Amazon
Culver City, CAThis was removed by the employer on 7/1/2021 4:33:00 PM PST
Not to worry we have many other jobs on the site;
Browse all jobs
Browse the Executive Positions Category
Browse the Marketing Category
Browse the Studio Category
Search for Head Of Marketing Audience Insights jobs in Culver City-CA
Search all Head Of Marketing Audience Insights postings
Full Time Job
Head Of Marketing Audience Insights, Prime Video Series & Movies
Prime Video is one of the leading digital video services on the Internet today, and we're just getting started changing the way millions of people enjoy content. We are seeking a talented and inspiring leader to lead and grow the US Marketing Audience Insights Team for Series and Movies for Prime Video. This team represents the authentic voice of the consumer to inspire and guide the marketing teams with actionable insights that lead to campaigns that breakthrough, connect emotionally/culturally and build brand love. As marketing is responsible for connecting and motivating customers, this team intentionally focuses on audience, not product, first and relishes obsessing over the why behind a behavior or preference. To genuinely emotionally connect with customers we prioritize research, analysis and data sources that allow us to surface and honor nuance vs perpetuating stereotypes or looking at audiences as a monolith. This teams' insights impact title level marketing strategy and plans, to prompt urgent viewership, spark talkability and increase campaign effectiveness. The team does this by answering questions and providing insight on; who's the audience, communities and fandoms for this title, who and what influences, and motivates them, what positioning, ways-in and messages are going to be most potent, and what channels and experiences are most effective at moving them along their journey, what impact did that title/campaign have on the Prime Video and Prime brands.
This person will report into the Director of Global Audience Insights and Marketing Strategy, and be responsible for leading a team of passionate Audience Insight managers. You will be responsible for surfacing tangible, inspiring and nuanced insights that guide the creation of audience first marketing strategies resulting in the improved effectiveness of our campaigns and the increased relevancy and love of the Prime Video brand. You will lead and contribute to the creation of repeatable quantitative and qualitative 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. You will work cross functionally across Studio research and programming teams, Title level Marketing, media, social and PR teams sharing insight and best practices to help socialize and accelerate learnings that can lead to larger business impact.
The ideal candidate has a combination of strategic, intuitive, and quantitative skills with empathy oozing from their pores. You are a puzzle solver, who is part psychologist (being able to get into the heads of the audiences we are researching is key), part translator (turning data into insights), are a strong judge of effectiveness (you are able to gauge an idea's impact), and have a proven track record in motivating and cultivating high performing teams.
Key Responsibilities:
• Manage a team of Audience Insight managers to advise and inspire the development of meaningful and breakthrough marketing campaigns for Prime Video Originals
• Bring the voice of the consumer into the heart of all marketing campaign decisions including audience identification, marketing positioning, creative and communication strategies, and media and social plan development
• Work with the team to develop hypotheses that will positively impact the business and commission experiments or research to validate or disprove them
• Work cross functionally with creative marketing managers, creatives, 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 idea and superior product stories through deep understanding of consumer insights, trends and competitor intelligence
• 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 provide analytics, reports, and insightful observations to business leaders that increase operational effectiveness
• Design, coordinate and execute a variety of quantitative and qualitative consumer research and creative testing projects that drive insight into viewing habits and brand/show creative performance
• Work closely with Global colleagues and Insight & Analytics leaders to share ideas and initiatives that deliver competitive advantages/step changes in creative portfolio performance
• Establish KPIs and campaign tracking efforts for key consumer importance, A&U, brand attributes and advertising testing
Qualifications
• 10 years of professional non-internship marketing experience
• 5 years of experience directly managing others
• Experience using Microsoft Excel to manipulate and analyze data
• Experience using data and metrics to measure impact and determine improvements
• Experience driving direction and alignment with cross-functional teams
• Experience directly managing teams
• Experience presenting metrics and progress to goal to senior leadership
• Bachelor's Degree
• 7 years of relevant experience
• Experience making business recommendations and influencing stakeholders
• Experience in questionnaire writing, analysis planning, report development, and clear read out presentations
• Experience in consulting and collaborating with business leaders to define research objectives and providing strategic recommendations regarding study design and methodology
• Experience building successful relationships with cross-functional internal teams, external agency partners and third parties
• Experience conceiving, designing, fielding, coordinating, analyzing and disseminating qualitative and quantitative research projects
• 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 or similar reporting tool