VP - Consumer Insight & Scheduling

| Greater NYC Area

Our Team
Animal Planet, a multi-media business unit of Discovery Communications, is the world's only entertainment brand that immerses viewers in the full range of life in the animal kingdom with rich, deep content via multiple platforms and offers animal lovers and pet owners access to a centralized online, television and mobile community for immersive, engaging, high-quality entertainment, information and enrichment. Animal Planet works every day to keep the childhood joy and wonder of animals alive by bringing people up close in every way.

 

The Role
The role is a core member of the senior Animal Planet team in an exciting time in the brand evolution, the Vice President Consumer Insight will work as a strategic partner to all departments within the Animal Planet brand, and partner closely with other research stakeholders across the business.

 

The VP Consumer Insight will help inform content, marketing and communication activities, across all platforms, placing the consumers at the core of decision making and ensuring the senior team have a deep understanding of the Animal Planet consumer.

 

This role will require a strong leader who is comfortable and highly competent in all areas of research, able to bring a full picture of the consumer into the business. This person will need both creativity and attention to detail and will be expected to present findings and be an influencer of the direction of the brand.

 

The VP – Consumer Insights will be consumer obsessed with a 360 approach; driven to develop and provide a deep understanding of them, our relationship with them on all platforms, and how it can be deepened to drive the future success of the brand.

Responsibilities

1. Develop a deep understanding of the consumer & be the voice of the consumer internally speaking from a position of knowledge, and be able to add value to any discussion from that knowledge base
2. Establish a clear picture of the current & potential Animal Planet consumer; what are they like, why do they/don’t they spend time with us, what do they want from us, what do they think about our content 
3. Bring the outside in – observations and learnings from other networks and broader consumer trends impacting the business. Highlight operational opportunities & threats. 
4. Work with stakeholders to build an understanding of key business objectives & goals, and translate those into a clear, actionable research strategy
5. Develop and direct all Network research efforts, utilizing primary research, Nielsen ratings data, and other consumer databases to help develop programme, scheduling, and marketing strategies. As well as to develop and maintain health of the Channel brand. 
6. Oversee all stages of primary research including design, fieldwork, analysis and interpretation of research studies including program tests and other qualitative and quantitative studies.
7. A key member of the senior network management team, effectively voice fact-based insights and recommendations on issues relating to business goals and strategies.
8. Transform data into valuable and actionable insight, and communicate findings through written and stand-up presentations.
9. Identify opportunity areas for audience growth and understanding.
10. Partner with ad sales research to forecast future audience levels for the Network and manage ad hoc revisions to estimates; relate estimates to the business plan and aid in developing strategies to reach plan goals.
11. Manage vendor negotiations and relationships as required
12. Manage and mentor support for assigned staff.

Requirements

* Bachelor’s or Master’s degree in Business, Analytics, Research or a related discipline; or an equivalent combination of demonstrated skills and experience
* 7-10 years professional experience
* Thorough understanding of media industry topics and trends including content, marketing, advertising, branding, experience, and consumer technology
* Experienced with television audience measurement including consumer demographics and behaviour
* Must have the legal right to work in the United States
* Candidate must have a curious mindset with strong initiative, and feel passionately about the brand
* Proactive and forward thinking not just reactive and backward reporting (although that is also a significant part of the job)
* Have an interest in global – life and business beyond the US and be able to think globally. 
* Great communication skills

* Must have the legal right to work in the United States 

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