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Director of Media Research

1 month ago

Omaha NE United States Cox Enterprises Full time

The Director of Research is responsible for developing and implementing Cox Media’s research strategy in all facets of driving national and local sales to ensure the company’s success in an ever-changing advertising environment. This position, serving as the company’s resident expert in all elements of advertising research, includes understanding and communicating marketplace, client, digital media metrics, and product metrics to influence recommendations and business decisions. This position is responsible for viewership and performance analytics for the company’s suite of products (core and digital media), tailored to a tiered services and multi-channel environment.


This role leads the centralized Cox Media research team as they analyze secondary B2B market research, identify trends, pain points and unmet needs, analyze customer and non-customer data, history and trends vs. the competition to formulate strategic insights. It works collaboratively with regional marketing lead roles with a continued focus on meeting market needs in response to business opportunities. It regularly collaborates with all members of the marketing team to ensure the research agenda delivered is in alignment with local market needs. In addition, it builds and maintains relationships with Regional VPs, DOS, DSMs, other in-market sales leadership as well as other corporate teams (i.e., Operations, Product) to ensure a strong feedback loop to priorities and deliverables.


This role reports findings and offers counsel and recommendations to Senior leadership and shared services (including Operations, Marketing, Product Management, etc.) to drive decision-making and influence business strategies. Provides expert guidance on data gathering strategies and methodologies and the selection of appropriate analytical tools, techniques, and vendors.


Primary Responsibilities and Essential Functions:

  1. Develop and deliver standardized, research-based sales & education presentations effectively explaining the benefits of advertising on cable television and through digital media solutions, and other company-wide stories to external advertising agencies & clients as needed.
  2. Help complete market analyses on all of our markets to drive strategy & tactic creation and deployment for all products and channels, with a strong focus on national sales efforts.
  3. Frequently assess goals of the company, and consult on appropriate strategy and respond with analysis, programs, presentations and/or tools to address needs using quantitative (Nielsen), qualitative (Scarborough) and other research/sales data (Vivvix, SQAD, and more).
  4. Identifies and deploys best practices in research strategy, driving improvements in how research is used for company business analysis and client-facing custom solutions for maximum sales growth.
  5. Develop successful strategic positioning pieces using scientific metrics to drive incremental sales nationally and locally, for all products (core and digital media).
  6. Provide support as the “research expert” to the company’s senior team and other corporate departments or company committees with new project development, statistical and other needed analyses and/or any other related efforts that may arise within Cox Media, Cox Communications, or the industries in which we are a part.
  7. Shows strong initiative to invent, develop and implement own ideas and ones suggested by others that are directly applicable to Cox Media’s company-wide goals.
  8. Develops and manages an operating plan and expense budget for all related research needs (with vendors and direct expenses).
  9. Provides leadership and execution support as needed for product-related revenue budgeting, planning and reporting as needed, primarily with digital media and national sales.
  10. Recommends and makes decisions regarding plans, policies, and guidelines related to programming, research & corporate cross-channel initiatives.
  11. Liaison for finance-related needs for company or industry research.
  12. Liaison with Product team for research-related services offerings to understand the ideal go-to-market strategy and how to effectively utilize research resources within the team to deliver the product to market.
  13. Responsible for all research-related needs for the national sales/enterprise team, including but not limited to market analysis, client and category analysis, and strategic recommendations for pursuing client opportunities.

Qualifications and Experience:

Minimum:

  1. Bachelor’s degree in a related discipline and 10 years’ experience in a media sales environment or with an advertising agency. Cable or broadcast TV sales research experience preferred.
  2. The right candidate could also have a different combination, such as a master's degree and 8 years’ experience; a Ph.D. and 5 years’ experience in a related field; or 14 years’ experience in a related field.
  3. 5+ years’ experience in a management or leadership role.
  4. Proven research experience.
  5. Can demonstrate understanding of qualitative and quantitative research and be able to clearly and effectively communicate this information to groups and individuals in a variety of forms, including verbal and written.
  6. Proficient computer skills including Microsoft Excel, PowerPoint, and Word. Strong advertising sales research software and data experience strongly preferred (Strata, Nielsen, Scarborough, TNS, etc.).
  7. Must be a team player and thrive in an environment that promotes strong individual skills that are easily applied to the goals of the team and company.
  8. Self-starter with the ability to work under pressure and in a fast-paced environment, work on and complete multiple tasks at one time, meet deadlines, and self-recognize and adapt to priorities that may change often.
  9. Exceptional interpersonal/people skills including verbal and written communication and presentation skills.
  10. Strong organizational, detail, and follow-up skills. Exudes a professional image inside and outside the company.
  11. Ability to travel by car and/or air as needed.
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