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PBS - Senior Director, Consumer Insights & Actions

Senior Director, Consumer Insights & Actions

PLEASE APPLY ON OUR WEBSITE: http://tinyurl.com/nx2sr37

DEPARTMENT: Content Marketing & Audience Development
STATUS: Full-time/Regular/Exempt
 
JOB OBJECTIVES:
The Senior Director, Consumer Insights & Actions will serve as the brand planner for PBS, promoting the advancement of an insight-driven, audience-based approach.  Working closely with Marketing staff and with other PBS departments such as Research, Programming, and Digital, s/he will deliver meaningful insights and actionable observations to ensure connectivity between PBS content activities across platforms and consumers’ media behaviors and preferences, resulting in more effective marketing, increased consumption of content and services, better trend identification, emerging audience cohorts, more engagement, and better and smarter allocation of resources. The Senior Director, Consumer Insights & Actions will be the voice of all prospective consumers, across platforms, at any age and stage. In all work, s/he will uphold PBS values and reputation and help fulfill the promise of PBS and the perspectives of consumers.
 

ESSENTIAL DUTIES:
  • Collect, analyze and share marketplace, consumer and competitive intelligence to create more informed, strategic, aligned and successful marketing planning activities and actions
  • Work at the intersection of the consumer and content, leading the charge for better, clearer, more defined audience development strategies and tactics
  • Advance a knowledge revolution at PBS that keeps the organization astride audience’s attitudes about content and media technologies 
  • Lead PBS in understanding the consumption cycle of content, from broadcast to online, streaming to downloading, from mobile to OTT to content sales
  • Serve as a trend-spotter and key advisor to PBS and PBS cross-functional teams about the state of consumers and their changing world of content options
  • Ensure the integration and influence of the consumer in marketing decision-making at all levels
  • Instill strategic rigor throughout the marketing process, grounded in consumer intelligence, to ensure maximum effect and impact of decision making and targeting
  • Using subject matter expertise, seek alignment of all internal and external marketing and communications on behalf of the consumer
  • Lead the communication and publication of consumer-related topics, including publishing quarterly reports, writing papers and daily briefings
  • Create a useful, readable and informed dashboard or another form of communication that broadly expresses the group’s learning.
  • Monitor general “TV,” media, entertainment and education trends and regularly communicate industry developments, consumer trends and topical events to internal and external stakeholders
MINIMUM EXPERIENCE REQUIRED:
  • 8+ years’ experience in one or more of the following areas: strategic/account planning, audience development, business intelligence and trending spotting
  • 6+ years’ “media” experience, including a thorough grounding in digital media
  • 6+ years’ experience marketing to consumers in a highly competitive industry
  • On-the-ground experience in a highly creative, idea-propelled atmosphere (PR, Advertising, Design, Social Media, Media Relations, Promotions)
  • Experience in qualitative and quantitative disciplines and ethnographic undertakings
  • Experience writing, speaking and presenting
  • Experience in consumer research and moderating: Who, Why, Where, When, How
  • Leadership experience…conviction, passion, diplomacy, integrity, honesty

MINIMUM EDUCATION/TRAINING REQUIRED:
  • College degree in Anthropology, Cultural and or American and or Media Studies, Sociology, Marketing/Advertising or equivalent experience with consumers and consumer action and activities in media, (TV, Online, Music), technology or consumer goods and services

SKILLS/ABILITIES REQUIRED:
  • Analysis capabilities with both psychographic and demographic levels; discerning viewer/consumer wants and needs; “numerical” relevancy
  • Ability to link consumer and marketing activities with organization priorities
  • Knowledge of and interest in advertising and media, marketing and marketplace across a range of platforms, demographics & psychographics
  • General and specific knowledge and know-how of marketing and advertising
  • Working knowledge of print, online, digital and on-air production terms and processes
  • Grasp of media relations, digital media and other “cross-platform” disciplines
  • Keen interest in broadcast and digital content and the fast-changing “media” environment, within the context of social and cultural change
  • Good knowledge of the competitive marketplace, on air and online
  • General knowledge of industry trends and competitive offerings
  • Ability to make quick, but informed, decisions
  • Ability to apply insights, intelligence and observations to PBS business, marketing and brand activities
  • Excellent organizational and interpersonal skills
  • Ability to work effectively and collaboratively in a cross-departmental and team environment
  • Superior leadership and management skills
  • Talented creator of compelling reports, decks, presentations and the like
  • Passion for PBS, the internet, television, non-profits, and advertising

PLEASE APPLY ON OUR WEBSITE: http://tinyurl.com/nx2sr37


PBS is an Equal Opportunity Employer of Minorities, Women, Protected Veterans, and Individuals with Disabilities
 

  • City: Arlington
  • Job posted on: Oct. 21, 2014
  • Posting expires on: Nov. 20, 2014
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