Research Manager, Asia joins BBC Studios team in Singapore as a regional expert and the key source of insights for teams in Asia (excl. China). They report to the Head of Research and Performance in London and work closely with the Head of Strategy. They will be the primary source of insight into how we are performing in Asia across all lines of business (channels / branded services, content sales and our marketing activities).
- Mastery of research, performance and analytics tools
- Leverage global insight tools: Ensure that the global tools and insight sources from the central insight team (London) are utilized to full effect and drive action in Asia. These tools include research on brands as well as tools to help sales people pitch shows, tools to understand country trends and also help resolve commercial and operational questions supporting growth initiatives.
- Commission and undertake strategic, operational and tactical research and analysis when global insight tools aren’t sufficient as determined by Asia business priorities and be responsible for this project from start to finish. They will manage the contractual relationships with key data providers and the research budget in Asia, making sure that investments meets criteria for prioritization and deliver within budget as well as have clear commercial objectives.
- Local tools that this role will be responsible for:
- Audience Measurement: Manage, negotiate and procure our viewer ratings sources
- Performance Analytics and Data Visualisation: Inform and help roll out new solutions to reporting automation, BI dashboards/data visualization, OTT data provision, working with data integration and visualisation agencies.
- Supporting the business areas. Use both strategic (long term, planned) and tactical (short term, reactive) insight to drive each of the following business areas:
- Building Brands and Optimising Services
- Growing reach, quality, impact and revenue from the BBC Masterbrand and sub-brands like BBC World News, BBC Earth, etc.
- KPI planning and performance monitoring, flagging risks and providing informed solutions based on how a product is monetized and what role it plays within the wider portfolio.
- Editorial insight and programming guidance for Branded Services (linear TV channels, OTT, VOD/ SVOD propositions, etc.)
- Performance reporting and products optimisation to drive strong return on investment, undertaking regular analyses to support relevant stakeholders across Programming, Marketing, Sales and Strategy on day-to-day product management, and future facing initiatives.
- Growing reach, quality, impact and revenue from the BBC Masterbrand and sub-brands like BBC World News, BBC Earth, etc.
- Deepening Content Distribution and Partnerships: stay abreast of content genre/ programming trends in the region. Extensive desk research, data analysis and simply local intel will provide a sound foundation for fact-based decisions and suggestions to help drive growth for the region.
1. Create and effectively communicate insights that inspire and catalyse decision makers to make the best informed strategic decisions based on consumer insights that will lead to improved performance and increased revenues for BBC Studios Asia
2. Analyse and interpret data on a regular basis from a variety of sources and introduce new analytical solutions in order to assess and improve the performance of the brands and channels of BBC Studios Asia
3. Identify opportunities and inform the development of strategies for future content and services. Monitor performance against competitors and to identify any problems or areas for further research.
4. Inspire and engage the business: Build strong working relationships with key stakeholders and colleagues, establishing a visibility and presence of sufficient authority and value to establish the role as the natural point of contact for audience and market research advice in the eyes of decision makers.
5. Be global: Become an important part of the insights network, working closely and collaboratively with Central Insights (London) and the Global Markets Research team to ensure efficient ways of working, providing inputs, feedback, case studies, and resource to help pilot new global projects.
The Ideal Candidate
Scope and Impact
Drives insights culture and brings the Asian consumer to life, providing high quality advice and audience insight to relevant business heads to help identify and maximise opportunities for BBC Studios Asia.
Assists business decision making by delivering inspirational analysis and research, gaining the commitment of decision makers to consumer insights as an integral part of the decision-making process.
The ideal candidate will be capable of working with limited supervision. They will bring experience and ideas and will be able to add value from day one. This role will suit an ambitious candidate with ideas of their own and who wants to prove that they can take on additional responsibility and seniority.
- Working closely with Product (Marketing, Programming, VOD, Operations) and commercial teams
- Working closely with Head of Strategy and presenting insights at Leadership Team meetings
- Part of the Global Markets Strategy and Research team working from London, Warsaw, Singapore, Beijing and Sydney and the wider Insights network (Central Insights)
- Third party service providers including research and ratings agencies
- Key clients including broadcaster, pay TV and digital platforms across Asia
- Industry committees as appropriate
Knowledge and Skills
The successful candidate should be able to demonstrate the following:
- In depth knowledge of market and audience research techniques gained through a minimum of five years experience of market research. A sound understanding of both quantitative and qualitative research methodologies, with an ability to devise new ways of better exploiting research data.
- A thorough understanding of appropriate industry or market intelligence data sources like Ampere or non-linear audience measurement like YouGov Stream, etc. Experience with ratings analysis and reporting systems essential e.g. Evogenius, Arianna, Yumi, TechEdge and specifically analytics tools e.g., Google analytics, Meta analytics, YouTube analytics, Piano analytics, etc. would be an advantage.
- A sophisticated analytical approach and the ability to critically evaluate ideas and information, select relevant data, analytical frameworks, research methodologies identify key trends, issues and solutions.
- Excellent interpersonal relationship skills with the ability to influence senior contacts both internal and external to BBC Studios.
- Excellent numeric skills and a high level of comfort manipulating detailed and complex quantitative data.
- Some understanding of the BBC Studios structures, policies and strategies would be an advantage.
- Effective negotiation, presentation and time management skills.
- Sophisticated understanding and proficiency in using Microsoft Office, analytics tools and ability to manipulate large data files to extract meaningful analyses for strategic and sales presentation needs.
- Knowledge of an Asian language is an advantage.
The successful candidate will show ability to:
- Maintain a global mindset: thinking and acting for both local and global markets needs
- Lead change, demonstrating resilience and an ability to listen, respond and hold course
- Create a compelling vision and use insights to create a clear narrative and direction for the business
- Connect people, and set an example by sharing resources, knowledge, ideas and skills, and build helpful, productive relationships across the organisation.
- Open to change and able to respond flexibly to new challenges.
- Communicate effectively at all levels, presents insights clearly and with impact
- Demonstrate questioning mindset and behaviour
- Work collaboratively, is accountable, transparent and highly credible in dealings with clients and colleagues
- A proven record of achievement in audience or consumer research, preferably at an international level in a commercial media related industry is essential
- A proven record of developing & using audience/consumer insights and communicating them to decision makers, including non-research literate communities, in a relevant and engaging way, is essential
- A record of achievement in using research, performance reporting and data to drive business growth, identify performance risks/opportunities, inform investment and critically evaluate audience potential
- Experience of informing strategic or tactical initiatives for a product or a service.
- Experience of proactively influencing commercial decisions/change based on various research methodologies and analytical frameworks
- Successful management of projects of significant scale and complexity to challenging deadlines is essential
- Experience of budget setting and control is essential
- Experience using ratings to sell media space or to schedule programming is an advantage
- Experience of building and managing data analytics dashboards and visualization tools to help drive innovation and inform brand and product strategy in key markets is an advantage.
- Experience in an international role is desirable.
Degree level in a business or quantitative subject or relevant experience.Job ID 32568792992 Date posted 14/07/2022 Location Singapore, , Singapore
Meet our people
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Ailsa, who spins a lot of plates as Head of Business and Legal Affairs - Consumer Products, Music and Publishing in London.
"It may be a cliché, but in my job no two days are ever the same. I look after a variety of different business divisions for BBC Worldwide as Business and Legal Affairs in London, from music and home entertainment to live events. So in the morning I can be working on a major publishing deal; in the afternoon I'm turning my hand to finishing off terms of trade with one of our DVD customers."
"You need resilience, a mind-set to cope with change and the ability to move seamlessly from one job to another. Juggling lots of different tasks also requires a sense of humour! Fortunately, I've got a great team around me, and the people are definitely one of the plus points of working at BBC Worldwide. I remember one year we were charged with completing a number of key deals before year end. The pressure was on, nothing was certain, but we delivered everything to deadline. I can't tell you how proud that made me."
"I've also been able to draw on my experience. I started my career with a major record company, worked as an in-house lawyer for a number of media companies and had spells in digital distribution, TV production and film finance. I've taken bits from each to meet the challenges of my current role."
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We're people like Sharon Lee
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