The Director of Content Partnership Insights will be responsible for developing a cohesive end to end research process to guide creative idea development, build a consumer story around custom content and develop consistent measurement protocols to support the Content Partnership team. This individual will be responsible for building a foundation of knowledge to support custom content development and shape a consumer first approach to selling content partnerships to clients.
Content Partnership Research
Create a rigorous, efficient and innovative set of research protocols to guide creative ideation and concept testing to ultimately drive internal learning and build a consumer anchored rationale to support custom content sales.
Integrate social, primary and other relevant data sources to drive internal and client education around custom content.
Proactively partner with Content Partnership leadership and media innovation research team on the future of custom content.
Provide portfolio pitch support that shows a clear link between the consumer rationale underlying the creative idea, the connection to advertisers’ objectives and the performance/impact of the content.
Partner with Ad Sales Research and IM teams on Campaign Impact results as applicable.
Lead select large-scale research initiatives tied to upfront offerings.
Social/Mobile Strategy Research
Partner to assess the best methods and share results for maximizing consumer impact for advertisers via social media platforms, how to connect measurement of Social campaigns to linear TV/digital campaigns
Integrate social data with other data sources to distil insights that guide creative ideas and content
Partner to assess and build best data sources to use in advertiser prospecting
Work to vet existing data and analytic providers, evaluate new data providers in the space
Effectively partner with existing Ad Sales Research teams supporting individual network efforts
Measurement/Ad Effectiveness (including ROI Analytics)
Leads Turner’s Advertising Effectiveness practice including vetting methodology, negotiating with outside data companies, managing the budget, applying and sharing vetted methodologies throughout all Turner divisions, and meeting with agency and advertiser clients to present results and methodology.
Identify and run all aspects of ROInow initiative – proactive study identification and project management, advertiser presentation and partnerships, vendor identification / management / negotiations / partnerships.
Connect measurement with upfront insights that guide content development to create an integrated consumer story for clients
Lead measurement innovation to identify new/meaningful metrics to assess custom content; integrate different data sources from social to primary data to provide a holistic read on ad performance; and develop automated, turn-key measurement solutions to drive efficiency.
Proactively meet with industry organizations as well as advertiser and agency research leads regarding best practices for ROI and other types of ad effectiveness research.
Partner with ad sales and clients to determine the best method of Advertising Effectiveness studies to utilize based on client objectives.
Identify and recommend new Research partners for Ad Effectiveness research.
Additionally, overall this Director will be expected to:
Proactively partner closely with each unit’s Ad Sales Research leads, who lead these functions for their individual units (Entertainment – TBS / TNT, Emerging Consumers – ADSM / CN / TRU / BOOM, News – CNN / HLN / GBS, and Turner Sports).
Interact with senior sales management to keep abreast of sales priorities and objectives.
May be expected to join ad sales for client pitches to win business from new and existing clients.
Build and enhance key internal and external contacts.
Speak at conferences and other events to showcase Turner’s research capabilities and innovation
Communicate and socialize key findings internally and externally.
Manage a team, including hiring and development of staff, providing guidance, coaching and feedback, performance management and providing day to day oversight including directing, assigning and prioritizing work of manager(s).
This role will report to the Vice President of Client Insights and Content Partnerships
Qualifications:
9+ years of experience, with at least 3 years of managing people.
Great story teller and presenter; keen ability to use research to tell a story to non-researchers instead of only presenting charts and methodology.
Superior communication skills - both verbally and written.
Represents a consumer-centric ad effectiveness point of view.
Strong data integration skills, with a track record leveraging different data sources to drive meaningful consumer stories
General understanding of various data sources and methodologies.
Understanding of various social media platforms, including when, how, and why various consumer groups interact with different sites.
Proficient in how to use / integrate various types of data into custom ROI analyses (third party, first party, syndicated, etc).
Dynamic, innovative leader with strong business acumen.
Well-versed in latest trends/platforms/technologies.
Knowledge of key media research currency methodologies (Nielsen NPM, Rentrak, TRA, MonitorPlus, etc).
Strong knowledge of both linear and digital research capabilities and limitations.
Proficient in statistical modeling techniques including Marketing Mix Models
Preferred Qualifications:
Media marketing research background – strong understanding in programming or consumer marketing research audience research.
Passion for innovation and making the media industry better for consumers.
Understanding of branded content and/or product placement research.
Has well established relationships with research firms and providers of data.
Familiarity with social media monitoring and digital research tools and methodologies a plus (i.e. Omniture, comscore, 4C, etc)
Experience managing budgets.
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