Sr Field Marketing Research Analyst - Spectrum Reach
Spectrum Reach®, the advertising sales business of Charter Communications, Inc. (NASDAQ:CHTR), provides custom advertising solutions for local, regional and national clients. Operating in 36 states and 91 markets, Spectrum Reach creates scalable advertising and marketing services driven by aggregated and de-identified data insights and award-winning creative services. Spectrum Reach helps businesses of all sizes reach anyone, anywhere, on any screen. Additional information about Spectrum Reach can be found at https://www.spectrumreach.com.
SUMMARY
The Senior Analyst is a thought partner with Account Executives in developing and executing integrated, client-focused marketing and advertising solutions. The Senior Research Analyst proactively provides industry insights ensuring business needs and client objectives are being addressed both for designated teams as well as Regional and Division initiatives, as needed. Must be able to effectively communicate complex and robust data with concise story-telling and impactful analysis / visualization.The Senior Analyst must be committed to staying ahead of advertising trends, including digital advertising, as well as other emerging technologies within the increasingly competitive and fragmented media landscape.Candidate must be adept at working within a fast-paced environment. This person also must be able to communicate clearly to Account Executives as well as other cross-functional team members.
MAJOR DUTIES AND RESPONSIBILITIES
- Customized Client Strategies and SolutionsSupport information gathering and analysis of clients, market conditions, competitive market analysis, and digital opportunities.
- Localize marketing materials with market-specific research information and insights.
- Develop customized insights for all Key and Target accounts in partnership with the Sales organization.
- Provide localized materials using quantitative and qualitative resources.
- Lead cross-functional brainstorm sessions.Research, develop, and write case studies.
- Local Market Level ResearchIn-Market research material project lead.
- Aggregation of syndicated research data to support individual client needs.
- Arm sales with ratings analysis to drive rates and inform sales of opportunities including use of Nielsen, comScore and proprietary Set Top Box data.
- Proactively track programming to identify opportunities, congratulate and entice clients, and maximize revenues.
- Provide rating estimates and collaborate with Pricing & Planning and Sales Management for high profile programming to support competitive pricing.
- Provide one-sheets highlighting success of Cable networks and programming including Spectrum News and Sports.
- Provide competitive media spend information via Kantar, Media Monitors, etc.
- Assist in the development of market share and spending analysis.
- Develop proficiency in using set-top box data to help inform Client schedule recommendations.
- Effectively use Polk data to provide Clients with additional market intelligence or entice advertisers by demonstrating their sales opportunity.
- Ensure accuracy of market coverage maps and Universe Estimates (UEs).
- Digital Sales Support & Product Activation.
- Develop and foster relationships within Digital Sales to advance Digital growth.
- Assist in development of best digital strategies and multi-platform client solutions, in collaboration with Digital Sales.
- Provide ongoing field perspective and feedback to Digital Sales to support execution of all digital products
REQUIRED QUALIFICATIONS
- 5+ years in Media Research
- Nielsen Local Market experience preferred
- Proficiency in qualitative and quantitative research and development of ad sales positioning using datasets
- Mapping experience
- comScore TVE/SVE experience preferred
- Expert in data aggregation / Microsoft Excel formulas and PivotTables
- IAB Certification preferred
- comScore Media Metrix Certification preferred
- Google Analytics Certifications preferred
EDUCATION
Bachelor’s Degree Preferred
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A qualified applicant’s criminal history, if any, will be considered in a manner consistent with applicable laws, including local ordinances.
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