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Director of Market Research · ABC Resume Example

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DIRECTOR OF MARKET RESEARCH · ABC
Experience
Director of Market Research · ABC, 08/2015 to 02/2019
 E.W. Scripps Company – San Diego, CA
  • Aggregated and organized large datasets, often from disparate sources, into workable formats to generate meaningful analysis and ad-hoc reports.
  • Data collection and preservation enthusiast; designed innovative audience report and automated the collection of 15 metrics with varying accessibility, documented historic research project takeaways, and managed comprehensive analysis archive with an emphasis in ease of data access by the layperson.
  • Presented comprehensive research summaries to groups of internal and external decision makers regularly and on an ad-hoc basis; known for communicating key findings and recommendations effectively.
  • Built and maintained reputation as unbiased trustworthy educator within a competitive B-2-B selling environment in matters of media research, market conditions, and advertising metrics and benchmarking.
  • Oversaw and mitigated multiple periods of transition resulting from methodological and data provider changes through coordinated employee training, client education, and establishment of station-level best practices.
  • Modernized the company's broadcast media planning and attribution procedures with creative use of existing data; enabled company to insource broadcast media buying, saving 15% on all broadcast media purchases.
  • Directed TV operation's programming strategy to ensure simultaneous compliance with revenue goals, government regulations, and contractual obligations with publishers.
  • Supervised, evaluated & developed sales support associates at three company offices, with five of those individuals later promoted to higher levels of the organization.
Research Director, 07/2012 to 08/2015
 Midwest Television, Inc – San Diego, CA
  • Designed and hosted a series of 90-minute educational seminars attended by over 70 local business influencers; effectively simplified complex research methodologies to inspire confidence and understanding.
  • Structured research-focused training program for salespeople encompassing competitive positioning, audience measurement methodologies, and effective application of tools and data.
  • Pioneered the pursuit of answers to critical business questions through inventive analysis and merging of different datasets.
  • Modeled audience holding capacity of market competitors to gauge revenue share performance.
  • Mapped the daily commercial break structure of market competitors to identify windows of content opportunity with minute-level granularity.
  • Identified opportunity to add value to company's most important client category by uncovering data that supported TV advertising's attribution to the purchase decision of a new vehicle.
Research Analyst, 04/2010 to 07/2012
 Midwest Television, Inc – San Diego, CA
  • Chosen as the sole research resource for a 12-member sales team responsible for over $45 million in revenue.
  • Analyzed TV audience metrics and 3rd-party consumer datasets to help advertisers gain a better understanding of their customers, particularly how they consume media.
  • Designed sales presentations that displayed data in a way that promoted precise, effective, and quick analysis.
Research & Sales Assistant, 06/2008 to 04/2010
 Midwest Television, Inc – San Diego, CA
  • Inputted TV and digital advertising orders with dozens of variables reaching investment levels of $150,000 or more; monitored multiple campaign metrics to ensure fulfilment.
Work History
Director of Market Research · ABC, 08/2015 to 02/2019
 E.W. Scripps Company – San Diego, CA
  • Aggregated and organized large datasets, often from disparate sources, into workable formats to generate meaningful analysis and ad-hoc reports.
  • Data collection and preservation enthusiast; designed innovative audience report and automated the collection of 15 metrics with varying accessibility, documented historic research project takeaways, and managed comprehensive analysis archive with an emphasis in ease of data access by the layperson.
  • Presented comprehensive research summaries to groups of internal and external decision makers regularly and on an ad-hoc basis; known for communicating key findings and recommendations effectively.
  • Built and maintained reputation as unbiased trustworthy educator within a competitive B-2-B selling environment in matters of media research, market conditions, and advertising metrics and benchmarking.
  • Oversaw and mitigated multiple periods of transition resulting from methodological and data provider changes through coordinated employee training, client education, and establishment of station-level best practices.
  • Modernized the company's broadcast media planning and attribution procedures with creative use of existing data; enabled company to insource broadcast media buying, saving 15% on all broadcast media purchases.
  • Directed TV operation's programming strategy to ensure simultaneous compliance with revenue goals, government regulations, and contractual obligations with publishers.
  • Supervised, evaluated & developed sales support associates at three company offices, with five of those individuals later promoted to higher levels of the organization.
Research Director, 07/2012 to 08/2015
 Midwest Television, Inc – San Diego, CA
  • Designed and hosted a series of 90-minute educational seminars attended by over 70 local business influencers; effectively simplified complex research methodologies to inspire confidence and understanding.
  • Structured research-focused training program for salespeople encompassing competitive positioning, audience measurement methodologies, and effective application of tools and data.
  • Pioneered the pursuit of answers to critical business questions through inventive analysis and merging of different datasets.
  • Modeled audience holding capacity of market competitors to gauge revenue share performance.
  • Mapped the daily commercial break structure of market competitors to identify windows of content opportunity with minute-level granularity.
  • Identified opportunity to add value to company's most important client category by uncovering data that supported TV advertising's attribution to the purchase decision of a new vehicle.
Research Analyst, 04/2010 to 07/2012
 Midwest Television, Inc – San Diego, CA
  • Chosen as the sole research resource for a 12-member sales team responsible for over $45 million in revenue.
  • Analyzed TV audience metrics and 3rd-party consumer datasets to help advertisers gain a better understanding of their customers, particularly how they consume media.
  • Designed sales presentations that displayed data in a way that promoted precise, effective, and quick analysis.
Research & Sales Assistant, 06/2008 to 04/2010
 Midwest Television, Inc – San Diego, CA
  • Inputted TV and digital advertising orders with dozens of variables reaching investment levels of $150,000 or more; monitored multiple campaign metrics to ensure fulfilment.
Education
Bachelor's of Science degree: Marketing San Diego State University - San Diego, CA
Summary

Director of Research with 10+ years of experience aggregating, organizing, and distilling large amounts of data into concise insights that directly informed business decisions.


Proven history of influencing B-2-B customers with data-driven insights; By December 2018, 52% of the station's revenue secured for the upcoming year was directly influenced by research collateral.


Managed the creation of all marketing research collateral for a sales team responsible for over $25 million in revenue; notably built a library of over 90 special TV event audience forecasts reducing the time required to build advertising campaigns.


Advocated for and led software process automation efforts improving consistency in company-wide reporting and freeing others from repetitive tasks.


Three years of management experience leading and mentoring sales support associates, five of which were promoted to higher levels of the organization.

Willing to relocate: Anywhere
Highlights

MYSQL

Microsoft Excel

Microsoft Powerpoint

Microsoft Power BI

Google Analytics & Data Studio

Critical thinking

Quantitative data application

Qualitative data application

Excel VBA

Statistical analysis software

Data visualization

Presentation skills

Advertising metrics & systems

Robotic process automation

Geospatial analysis
Skills
  • Advertising, Bi, Statistical analysis, Metrics, Data visualization, Power bi, Vba, Mysql, Quantitative,
  • Excel, Microsoft excel, Microsoft powerpoint, Powerpoint, Visualization, Presentation skills, Market
  • Research,
  • Ad, Advertising, benchmarking, broadcast, Bi, competitive, content, client, Data collection, Data visualization, educator, employee training, government regulations, Market
  • Research, market, media buying, media planning, access, Microsoft excel, Excel, Microsoft powerpoint, Powerpoint, windows, Mysql, positioning, presentations, Presentation skills, programming, quick, research, selling, sales, sales support, seminars, Statistical analysis, strategy, Structured, TV, Vba
    • Additional Information
    • Willing to relocate: Anywhere, Authorized to work in the US for any employer
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    Resume Overview

    Companies Worked For:

    • E.W. Scripps Company
    • Midwest Television, Inc

    School Attended

    • San Diego State University

    Job Titles Held:

    • Director of Market Research · ABC
    • Research Director
    • Research Analyst
    • Research & Sales Assistant

    Degrees

    • Bachelor's of Science degree : Marketing

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