Senior Manager Consumer Insights

Role Overview :

Designation / Title : Senior Manager / Associate Vice President - Consumer Insights

We are seeking a dynamic and analytical Programming Strategy & Insights Manager to join our Research & Strategy team. This role is critical in driving data-informed decision-making across programming and marketing by combining quantitative research with qualitative insights to craft compelling narratives for internal stakeholders. You will act as the bridge between the quantitative research team, qualitative researchers, and the programming strategy function — synthesising data into actionable insights and strategic presentations for senior management, content creators, and marketing teams.

Key Responsibilities :

Quantitative Analysis :

Lead the analysis of audience data using tools such as BARC, internal analytics platforms, and other industry-standard measurement tools.

Interpret and visualize large data sets to extract key performance insights across genres, time slots, demographics, and platforms

Insight Generation

Integrate quantitative data with qualitative research (focus groups, viewer feedback, social listening) to build a 360-degree understanding of audience behavior

Identify emerging content trends, consumption patterns, and market opportunities to inform content development and scheduling.

Strategy & Narrative Building :

Develop clear, concise, and strategic insight decks and presentations for senior management, programming, and marketing teams.

Translate data into storytelling frameworks that are easy to understand and guide decision-making across content acquisition, creation, and positioning.

Cross-Functional Collaboration :

Work closely with Programming, Marketing, Qualitative Research, Consumer Insights, and Digital Strategy teams to align goals and drive cohesive strategies.

Serve as the key point of contact for quantitative insights within the broader Research & Strategy ecosystem.

Key Requirements :

Bachelor's or Master's degree in Statistics, Data Science, Media Studies, Business Analytics, or related fields.

Experience :

12 +years of experience in a media / entertainment environment with a strong focus on audience research and insights.

Deep working knowledge of BARC software and television / digital audience measurement systems.

Technical & Analytical Skills :

Strong quantitative analysis skills with hands-on experience in BARC, Excel, Power BI, or similar data tools.

Proficiency in storytelling with data – crafting compelling presentations using PowerPoint, Tableau, or other visualization tools.

Soft Skills :

Strong communicator with the ability to translate numbers into clear, actionable stories.

Collaborative mindset with the ability to work across diverse teams.

High attention to detail and a strategic thinker.

Preferred Qualifications :

Experience in broadcast, streaming, or digital content strategy.

Exposure to qualitative research methods and the integration of consumer insights.

Prior work in fast-paced environments with content or creative teams.