Senior Manager

4 weeks ago

Mumbai, India Sony Pictures Networks India Private Limited Full time

Position: Senior Manager - Consumer Insights and Strategy, Digital Business, Digital Business

Purpose: This position is responsible for planning and executing projects around consumer research with the objective of gathering intelligence and converting them into actionable insights for the platform to aid business decisions and drive viewership and reach.

Education: Masters in Business Administration (MBA) or Post Graduate Degree / Diploma in Management

Experience: 8+ years of experience in consumer insights in a consumer centric industry/ agency.

Location: Mumbai

Reporting Relationship: Head - Business Planning and Interactivity, Digital Business

Business/Channel/Function: Digital

Key Responsibilities:

Quantitative Analysis and Reporting:

Monitoring asset performance on a continuous basis to create better understanding across TG’s and markets. Overall platform viewership. Identifying patterns and trends in data and convert the same into business actionable insights (., correlation between industry reports and internal performance data). Monitoring all competition activity like new launches, key campaigns etc. and report the Market Intelligence for internal decision making, on a weekly/monthly basis. Assist in scheduling launches basis competition and market/ audience insights. Marry the relevant internal data to external data points (collected from SM, primary research and other reports).

Qualitative Research:

Brand Track Report: Provide the agency with the TG and Target Market to conduct the annual study and share the findings. Concept Testing: Execute the consumer research and share findings with the programming team for modification of the property/character as appropriate. Dip Stick Study: Conduct consumer research post show launch and share findings as inputs with the relevant teams. Communication testing (Testing stimulus to ascertain efficacy). Consumer trends in entertainment and overall.

Oversee Research Operations and Insights:

Oversee implementation of research project by agency; Constantly keep track of progress and check if changes are required to the methodology/ planned sample set; Drive on-ground research and facilitate interactions with consumers as and when required. Review rough transcripts/ recordings; provide inputs based on review of data and understanding of consumers. Sift through all the data shared and identify key insights and create an action plan for the business.

Social Media Listening:

Monitor and analyse relevant conversations. Ascertain the underlying sentiments with regards to campaigns. Trend mapping à Identify what is trending? What are people talking, chatting, and relating to? Monitoring engagement with platforms’ posts and threads.

Vendor Management:

Constantly track the market to identify vendors who are doing path-breaking work. Identify and recommend vendors for projects based on project requirements, vendors talent and capabilities. Evaluate vendor performance and provide feedback. Coordination with internal teams (Legal, commercial and finance) to manage vendor relationships.

Critical Competencies:

Behavioural

• Influencing Skills

• Vendor management

• Attention to detail

• Listening and Observation

• Storyteller

Technical

• Understanding of consumer behaviour and preferences

• Command over data interpretation and Statistics

• Good understanding of research methodologies (Quantitative and Qualitative)

• Hands on experience with MS Excel and basic data analytical tools

• Ability to convert raw data into useful insights

• Understanding SML tools will be an added advantage

Why join us?

Sony Pictures Networks is home to some of India’s leading entertainment channels such as SET, SAB, MAX, PAL, PIX, Sony BBC Earth, Yay, Sony Marathi, Sony SIX, Sony TEN, SONY TEN1, SONY Ten2, SONY TEN3, SONY TEN4, to name a few 

Our foray into the OTT space with one of the most promising streaming platforms, Sony LIV brings us one step closer to being a progressive digitally-led content powerhouse. 

Our independent production venture- Studio Next has already made its mark with original content and IPs for TV and Digital Media. 

But our quest to Go Beyond doesn’t end there. Neither does our search to find people who can take us there. 

We focus on creating an inclusive and equitable workplace where we celebrate diversity with our Bring Your Own Self Philosophy. We strive to remain an ‘Employer

of Choice’ and have been recognized as:
- India’s Best Companies to Work For 2021 by the Great Place to Work Institute

- 100 Best Companies for Women in India by AVTAR & Seramount for 6 years in a row - UN Women Empowerment Principles Award 2022 for Gender Responsive

Marketplace and Community Engagement & Partnership
- ET Human Capital Awards 2023 for Excellence in HR Business Partnership & Team Building Engagement
- ET Future Skills Awards 2022 for Best Learning Culture in an Organization and Best D&I Learning Initiative.


The biggest award of course is the thrill our employees feel when they can Tell Stories Beyond the Ordinary

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