Senior Analyst, Serving Marketing Leadership Professionals
Forrester Research - New York, NY

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The Boston Globe has ranked Forrester Research as one of the "Top 100 Places to Work," and, in 2012, for the 15th consecutive year, Forrester was ranked in its "Best of Massachusetts Businesses." Forrester has research centers and sales offices in more than 25 cities internationally, spanning six continents. Forrester works with professionals in 17 key roles within IT, marketing and strategy, and tech industry at major companies providing proprietary research, consumer insight, consulting, events, and peer-to-peer executive programs.

Marketing and strategy leaders worldwide, from CMOs to Interactive Marketing Professionals, rely on Forrester for comprehensive, independent analysis that aligns with their organizations' initiatives, guides their decisions, and increases their business impact to make them more successful every day.

Job Title: Senior Analyst, Serving Marketing Leadership Professionals

FLSA Status: Exempt

Location: New York

Description :
Are you fascinated by the way that technology is revolutionizing how brands and marketers design and plan marketing programs to effectively reach and engage with consumers across channels and platforms? Would you jump at the chance to advise advertisers on how to thrive in an era of effective audience targeting, master the art and science of marketing investment, and allocate and understand the future of television as an advertising platform? If yes, then we have a job for you! As part of Forrester’s interactive marketing research team, this Senior Analyst serves professionals who are responsible for developing best practices in marketing investment decisions, explicitly linking marketing programs with business outcomes while exploring the role that emerging channels can play into the overall marketing mix.

The successful candidate writes to, presents to, and advises Marketing Leadership Professionals on best practices and tools that support effective marketing planning and optimization across the mix. Candidates need a strong understanding of the trends reshaping the media landscape for both publishers and advertisers, the future of television, marketing planning tools, marketing mix modeling, and digital attribution. They must possess an appetite for conducting and writing research to stay abreast of these issues.

Senior Analysts work as part of a small high-performance team and collaborate with others in all aspects of the job. They are expected to:

  • Develop a deep understanding of what Forrester clients require to be successful as Interactive Marketing Professionals, specifically for professionals in charge of marketing investment decisions at corporate or brand level.
  • Conduct research into key aspects of the responsibilities of Marketing Leadership Professionals focused on marketing planning, television advertising, best practices to drive marketing investments effectiveness, marketing planning tools and methods, data management platforms, and third-party data providers and marketing mix modeling best practices and vendor landscape.
  • Help define the future of marketing planning and optimization by painting an accurate, forward-looking view and predicting the effect of the increase of addressable media inventory, audience targeting and measurement tactics, and emerging TV and ad technology platforms. They also help marketers identify which strategies and tools will drive economic effectiveness and efficiency across the marketing mix.
  • Write four long research documents per year that convey new ideas in a rich business context. These reports typically: 1) introduce new thinking about successful business and technology strategies and best and next practices; 2) present strategic organization and technology implementation plans; 3) compare new technologies or services and their potential to help clients solve their business challenges (e.g., via a Forrester Wave™); and/or 4) size emerging business opportunities (e.g., market sizing/forecast).
  • Write eight short research documents per year on sell-side dynamics such as content distribution strategies, ad insertion, sell-side platforms, industry events, and/or competitive market dynamics.
  • Consult with clients to apply Forrester’s research in the context of their specific business environment, and help solve their problems through inquiry and advisory.
  • Present at Forrester-sponsored and industry-related events, and deliver client webinars.
  • Establish an industry presence as an influential speaker and thinker; build relationships with senior Interactive Marketing Professionals in the media industry, as well as with the technology vendors that serve them and the journalists who cover the sector; and participate in vendor briefings and field press inquiries as necessary.
  • Embrace social tools as part of the core job.
Requirements :
Forrester is looking for people who are inspired and inspiring. Our product is our intellectual capital, so we welcome and reward intellectual excellence, curiosity, and sophisticated thinking and look for:

  • A minimum of five years of experience in marketing planning and optimization from the client side, an agency/vendor perspective, or both; candidates typically have formulated media and promotional strategy and implemented multichannel programs.
  • A strong record of academic achievement: B.A. or B.S. minimum.
  • Deep intellectual curiosity about the effect of technology on the marketing landscape and how interactive marketers can integrate emerging interactive marketing across channels; solid business instincts and a practical understanding of what makes companies tick and how marketing professionals operate; and a creative view of markets, technologies, and attitudes combined with a fascination with the future.
  • A passion for the intellectual startup culture surrounding emerging practices of social, mobile, and other digital media.
  • Superior listening, critical thinking, and writing skills, as well as memorable presentation skills. Senior analysts are expected to take complex, disparate ideas and distill them into simple, provocative concepts — and be willing to take a stand on vendors and outcomes.
  • The ability to travel 30% to 50% of the time.
Forrester Research is an equal opportunity/affirmative action employer; M/F/D/V are especially encouraged to apply.

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