Title: Head of Digital Services Product Marketing Research
Company: Prosveschenie
Location: Moscow
Experience: Over 6 years
The following tasks will be set before the candidate
- To form and implement the strategy and annual plan for marketing research of the digital division in accordance with business and marketing priorities.
- To define research priorities and provide marketing and product decisions with necessary data.
- To build a systematic process for collecting, prioritizing, and transforming business requests into research tasks.
- To define the optimal methodology, format, and data sources for solving each research task.
- To ensure the conduct of a comprehensive set of quantitative and qualitative research on audiences, markets, categories, brands, products, and communications.
- To manage research on audiences, consumer behavior, segmentation, positioning, value propositions, product concepts, and communications.
- To build a system for regular measurement of brand health and key brand indicators, and ensure monitoring of their dynamics.
- To ensure rapid testing of marketing and product hypotheses, concepts, messages, and creatives.
- To form and develop a pool of research agencies and other external suppliers, manage their selection and quality of work.
- To manage the marketing research budget, ensuring an optimal balance between cost, quality, and business value of research.
- To build interaction with product research teams, central marketing, and analytical functions, ensuring unified approaches and avoiding duplication.
- To ensure high-quality interpretation of research results and translation of obtained data into business conclusions and specific recommendations.
- To present research results to management and key internal stakeholders, defend a professional position, and influence decisions made.
- To form and develop a unified knowledge system about the markets, audiences, categories, brands, and products of the digital division.
- To develop internal expertise in marketing research and improve the efficiency of the research function.
- To ensure the research plan is completed within the set deadlines and that the target indicators for quality and efficiency of the research function are achieved.
For us, it is important that the candidate has
- At least 7 years of experience in marketing research, including at least 2 years on the client side and at least 2 years in a management position.
- Experience in managing a marketing research function/direction and a portfolio of research projects.
- Experience with digital products, digital services, technology or online companies will be a significant advantage.
- Higher education in marketing, sociology, economics, psychology, statistics, or related fields.
- Deep expertise in quantitative and qualitative marketing research methods and the ability to choose methodology based on the business task.
- Practical experience in conducting U&A, segmentation research, consumer behavior research, brand health / brand tracking, concept & product testing, communication and advertising tests.
- Understanding of modern approaches to researching digital audiences, user behavior, and customer experience.
- Ability to work with various data sources and combine research results with CRM, marketing, and product analytics, web and digital data.
- Confident command of Excel; understanding of statistical data analysis methods.
- Experience with statistical analysis tools (SPSS, R, Python) will be an advantage.
- Experience with SQL and BI tools (Insight BI, Power BI, DataLens or similar) will be an advantage.
- Understanding of the principles of conducting online research, working with respondent panels, online surveys, A/B testing, and digital testing.
- Experience in managing external research agencies throughout the entire cycle: task definition → tender/supplier selection → methodology → quality control → results → recommendations.
- Experience in managing a research budget and optimizing costs without reducing research quality.
- Ability to independently assess the quality of methodology, sampling, tools, and research results.
- Ability to translate complex research data into understandable conclusions and business solutions.
- Strong presentation and communication skills with management and internal stakeholders.
- Ability to form and defend a professional position, including in situations of competing requests and limited budget.
- Systemic and strategic thinking, analytical skepticism, independence, and orientation towards business results.
- Leadership qualities and the ability to form an effective research function.
We offer you:
- Official employment as part of the staff on a permanent employment contract;
- Fully official salary and semi-annual bonuses based on performance;
- Office in the center of Moscow (metro stations Novoslobodskaya/Mendeleevskaya/Dostoevskaya);
- Voluntary medical insurance after the probationary period, including dental care;
- Corporate training – trainings, conferences, professional development courses;
- Internal system of flexible benefits, motivation, and employee bonuses – Benefits Cafeteria;
- Corporate privilege program with partner discounts – Primezone;
- Corporate gym;
- Rich social and corporate life: corporate events, holidays, festivals, sports and charity activities.
Skills: BI, SQL, Marketing Analysis, Marketing Campaign Effectiveness Analysis, MS Excel, Consumer Preference Analysis, End-to-End Analytics, Team Leadership
