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|Job Category :||Management|
|Company Name:||Horizon Media, Inc.|
|Position Name:||Senior Manager, Research and Strategy (WHY)|
|Location :||New York, NY|
|Job Description :||As a member of Horizon Media’s WHY Group you will be responsible for developing a deep understanding of people, who they are, what matters and motivates them, what shapes and influences their behaviors and decisions, and how most effectively engage with them through media, content, and other brand experiences.
The Sr. Manager, is responsible for leveraging both primary and secondary resources to dive deeper into the hearts and minds of consumers to uncover actionable human understanding to drive innovative and breakthrough thinking in our approach to communications and media planning. Using data in a cohesive and holistic way, the Sr. Manager should be experienced and comfortable using a range of different behavioral, syndicated, and spending datasets (including MRI, YouGov, TransUnion, and Helixa) to gain understanding and inform thinking.
As an experienced strategy professional, you will be responsible for synthesizing and integrating learnings across research inputs into compelling stories and strategies. You will work closely with WHY Group leadership on managing strategic understanding for assigned brands, participating in new business pitches and managing thought leadership projects.
Duties and Responsibilities
Provide team with actionable understanding through a deep exploration of people, their behavior, how they experience potential communication channels, and how their mindsets and attitudes shape how they perceive and relate to brands and categories by separating useful understanding from noise (25%)
With direction from WHY Group leadership, manage projects and tasks that inform brand and communications to create authentic experiences and tell genuine stories; may include some independent management of assigned brands
Be a data leader with syndicated research expertise. Proactively mine all available resources for any information that can lead to a better understanding of the people, brand, or the communication challenges at hand.
Use a range of research techniques and data approaches to lead deep dive discoveries into the needs of audiences and understand the attitudinal, behavioral, and experiential aspects of the people’s relationship with brands and the potential engagement channels
Create compelling human portraits that bring people to life and expand our understanding of their relevant life context to identify compelling and unique engagement opportunities
Initiate and conduct research to help inspire fresh ideas and uncover new marketing angles (25%)
Utilize Horizon’s proprietary panel to develop/write, program, and field surveys as well as analyze results to uncover key strategic insights
Assist with facilitation of focus groups and/or other qualitative research efforts
Use existing behavioral data and an important component of understand people along with primary, secondary, and social intelligence research help inform strategies and briefs
Work in conjunction with WHY Group leadership to develop communication strategies and activation briefs as required for assigned brands and new business to ensure that resulting actions remain on strategy (25%)
Ensure the communication platforms / activation briefs tell a full story from understanding key challenges/issues/opportunities to how to best connect with people through to the strategic idea
Manage and facilitate internal ideation sessions (10%)
Lead internal WHY overviews and training sessions on WHY Group offerings and capabilities (e.g. Intern training, Media 101) (10%)
Collaborate with senior management in the development of the WHY group and consumer insights offering (e.g., tool and resource development) and look for opportunities to bring new offerings (5%)
Knowledge and Skills Required:
5 to 7 years’ experience preferably at an agency, research, or consulting firm in an understanding and/or data focused learning (e.g., connections planner, strategic planner, account planner, communications planner)
Can tell compelling stories based on data – digging through data and see the forest for the trees
Naturally curious about people and their wants, needs, attitudes and behaviors
Demonstrated ability to generate strategic, innovative, and influential understanding from rigorous analysis
Demonstrated skills in writing including clarity of thinking and making persuasive arguments for strategic recommendations
A self-starter, with a detail and solutions focused attitude who thrives on project variety and a fast pace, and able to manage multiple projects and priorities
Experience leveraging and conducting research to uncover new understanding, including syndicated research expertise (e.g. MRI/Simmons, YouGov, TransUnion), quantitative research experience (e.g. writing and developing surveys for online consumer research), and the use and integration of disparate data sets
Experience presenting to clients
Service orientation with a strong work ethic and high-level of personal accountability
Great at working in and helping to foster a collaborative team environment
Industry experience in media, entertainment, technology, consumer packaged goods, retail, health and beauty, automotive, and/or financial services a plus
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