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Job Introduction

A fantastic opportunity for the role ‘Head of Brand Insight’ has become available at the BBC.

This is a key position within the BBC Marketing & Audiences team and plays an essential role in shaping brands across all of the BBC through informing, measuring and evaluating marketing activity in all parts of the BBC.

The person in this role will be responsible for delivering insight back to the business around all BBC product/service brands (across TV, Radio, Online and other digital platforms) as well as the BBC Masterbrand itself. Familiarity with the world of brands and brand strategy and excellent cross media understanding are essential for this role. In addition to understanding brand and creative strategy, the role holder must have experience of commissioning and managing quantitative and qualitative surveys/ projects and communicating results in a way which produces first class insight and informs brand thinking.

Role Responsibility

Within this role you will be commissioning and undertaking strategic, operational and tactical, qualitative and quantitative research as determined by the brand strategy and the marketing prioritisation process, and to be solely or jointly responsible for these projects from start to finish.

You will be managing a range of tracking surveys which provide insight into marketing communications effectiveness, brand image/strategy and BBC reputational health. Additionally, you will undertake ad hoc research projects in these areas and provide insight into how marketing effectiveness can be improved.

Excellent communication skills are required, as this role must ensure that the M&A Leadership team are aware of the audience impact of their marketing strategy on a continuing basis. The ability to critically evaluate research findings, which challenge perceptions and thinking about audience attitudes and behaviour, is essential.

A wealth of research and insight sources will be available to draw from in order to assess the performance of the BBC’s marketing activity and inform the development of future creative output and communications.  Keeping a keen eye on the competitor brand performance  will be essential to identify threats to brand performance and areas for further research.

You will also be responsible for the delivery of Audiences department objectives: to effectively and efficiently deliver prioritised audience research projects that will deliver the purposes of the BBC and maximise Public Value of the brand (Reach/ Quality/ Impact/ Value).

This position also heads up a strong team of a further four researchers (Research Manager, Senior Research Exec, Research Exec and Research Assistant).

The Ideal Candidate

The ideal candidate for this role will have:

• A proven record of achievement in pre-testing, campaign tracking, brand image research or evaluation of marketing strategy
• In depth knowledge of market and audience research techniques: A sound understanding of both quantitative  and qualitative research methodologies with an ability to devise new ways of better exploiting research data
• Good knowledge of emerging platforms and cross media brand research
• Experience of managing stakeholder relationships at a senior level.
• Experience of managing and motivating team members
• Strong communication skills as the role requires building effective relationships from senior stakeholders to junior team members

About the Company

We don’t focus simply on what we do – we also care how we do it. Our values and the way we behave are very important to us. Please make sure you’ve read about our values and behaviours in the document attached below. You’ll be asked questions relating to them as part of your application for this role.