Twitter is looking for a seasoned research executive to lead Twitter’s Research & Insights team in support of the company's advertising sales business. The Research Lead will be responsible for building a global research organization that supports Twitter's monetization efforts through robust audience insights, campaign effectiveness capabilities, advertiser-facing analytics tools, marketplace intelligence, thought leadership, and custom primary research investigations that demonstrate Twitter’s value as an advertising platform.
The ideal candidate is a visionary thinker that can deliver breakthrough insights and measurement capabilities. The Research Lead must have experience building teams and leading in a fast-paced environment to meet the needs of a global, rapidly growing advertising business.
Deliver audience insights that grow sales opportunities: Oversee syndicated tools relationships (e.g., comScore for Media Metrix); Provide tools and training for Sales on the effective use of syndicated tools; manage a team handling custom requests for these tools in both pre- and post-sale capacities; Establish and maintain library resources (e.g., reference dashboards) for self-serve access across Twitter.
Deliver campaign effectiveness capabilities that prove the value of Twitter's advertising solutions: Define and communicate marketplace needs (e.g., on-platform surveys, database-match ROI studies) to Product and Engineering to enable capabilities for Twitter advertisers; build and grow strategic relationships with third-party research partners (e.g., Nielsen); oversee campaign-specific research-study workflow (e.g., vendor management, request timing, report delivery, results interpretation); support Sales in recommending appropriate measurement solutions for large-scale campaigns; create and execute against a budget for custom studies.
Set the direction for advertiser-facing analytics tools: act as an expert resource for how we develop and evolve Twitter’s advertiser-facing analytics tools (e.g., Twitter Web Analytics); establish a vision and communicate marketplace needs from clients to Product and Engineering to enhance these tools (e.g., detailed earned media tracking).
Harness marketplace intelligence to bolster Twitter's advertiser storyline and feed insights back into our product, sales and marketing organizations - Build and maintain relationships with research partners who assess the competitive landscape and the perceptions of Twitter’s ads business (e.g., Kantar/TNS, eMarketer); track findings and provide a point of view to senior management; train and oversee a team supporting Sales in the ad hoc use of tools from key partners (e.g., ad spend data requests).
Deliver custom primary research investigations: Establish a research roadmap that leverages internal data and third parties to create and execute regular non-campaign-specific research supporting Twitter’s value to industry verticals, its unique engagement narrative, the quality of its audience, its earned media, and Twitter’s synchronous relationship with TV.
Deliver thought leader and represent Twitter in the industry: Develop strategic partnerships with brands, research vendors, and trade organizations on large-scale research investigations that demonstrate Twitter’s value to advertisers on a paid, earned, and owned basis; socialize findings in public settings, including conference appearances and key sales meetings; author blog entries and white papers.
Lead international research expansion: Hire and build international research teams; Profile Twitter’s Sales opportunities in international markets by partnering with third parties; build out audience insights and campaign effectiveness capabilities internationally.
BA/BS degree; 15+ yrs experience in media research; EVP/SVP/VP-level in current environment
Significant online experience in a publisher or agency setting, preferably in social media
Cross media (TV) experience; strong knowledge of TV ads market and measurement
Primary research experience: survey editing, sample-recruitment monitoring, vendor project management, results interpretation / analysis, and client interface.
Analytics experience: prior use and rich understanding of web analytics (e.g., Omniture, Google Analytics) and syndicated measurement tools (e.g., comScore).
Active involvement in industrial thought leadership, including conference appearances, trade-organization participation, and blog/white-paper authorship.
International experience (i.e., supporting international Sales teams) strongly preferred.
Experience building and managing a research team in an entrepreneurial environment.
Demonstrated ability to think strategically about a particular industry and/or product set.
Commitment to quality and accuracy.
Strong teamwork and collaboration skills. Ability to build internal networks to accomplish goals through collaboration with resources across teams.
A self-starter who takes initiative and is action oriented.
Can balance the need for quick turnaround with longer-term strategic efforts.
Is flexible and can deal effectively with changes in priorities or ambiguity.
Is driven and solution-oriented and can overcome obstacles to drive projects through completion.
Comfortable with a fast-paced, always-on, start-up environment
Comfortable with presenting to clients and agencies—in both small or large groups
Alignment to Twitter’s vision and core values.
Twitter - 13 months ago
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