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Director of Consumer Insights

Unibail-Rodamco-Westfield (URW) is the premier global developer andoperator of flagship shopping destinations. With a portfolio valued at $75 billionof which 88% are in retail, 7% in offices and 6% in convention & exhibitionvenues, URW owns and operates 102 shopping centers worldwide., 56 are flagshipsin the most dynamic cities in Europe and the United States. URW centers welcome1.2 billion visits per year. The Group has the largest development pipeline inthe industry, worth $15 billion. Present in two continents and 13 countries,URW provides a unique platform for retailers and brand events and offers anexceptional and constantly renewed experience for customers.
ROLE PURPOSE
As Director of Consumer Insights, part of the U.S.Marketing team, you will be responsible for all consumer insights relatedresearch requests, the development of each shopping center's positioningstatement, retail merchandising mix, and key customer services. This role isthe glue that binds our retail offering to the tactics we need to drive successin sales and marketing and to achieve results. You will be collaborating andcoordinating with all divisions across the company, including Marketing, ShoppingCenter Management, Operating Management, Leasing and Development teams. It's abalancing act that requires strong diplomatic skills, including knowing when topush back and when to dive in.
You know our competitors like the back of your hand - whatthey do today and what they plan to do in the future. You also know our customersbetter than they know themselves, including how they make their buyingdecisions and their shopping center experience expectations. You also know themarkets in which we operate, including opportunities and threats, and thedifferent cultural, societal or political variations by market.
You back up strategic insights with market evidence andthen use that knowledge to drive the development of positioning and messagingthat resonates with customers and empowers our sales channels to be successful.You are obsessed with tracking performance, and have the data to prove what'sworking and what isn't.
RESPONSIBILITIES
Oversee the development and execution of all primary consumer research for the US portfolio, both scheduled and ad hoc research requests
Provide coaching, leadership and direction to one direct report
Strategically find and manage talented external research vendors, cultivating mutually beneficial, long-term partnerships
Moderate focus groups as needed and facilitate internal brainstorming sessions focused on improving the customer experience
Display fact-based insights simply and compellingly through PowerPoint presentations to facilitate decision making at senior leadership level
Be the expert on our customers, who are they, how they buy and their key buying criteria
Understand our customers; their processes, including where they obtain information, and the who, what, when and why behind the decisions they make.
Understand the competitive landscape; be an expert on our competition and how they are positioned
Collaborate with cross-functional teams to create the ideal retail mix merchandising plan and messaging for our shopping centers that resonates with our target customer personas, based on qualitative and quantitative research
Partner with Shopping Center Management and Guest Services teams to identify new customer amenities and services to be offered in our shopping centers, and with Digital Marketing/IT to enhance our products and services, based on research or findings in order to enhance the overall customer experience in-center
Develop internal tools and external collateral and teach our internal teams how and when to use them
Communicate new data releases for secondary research data
KNOWLEDGE & COMPETENCY REQUIREMENTS
Bachelor's Degree required: Business, Marketing, Market Research, Economics, Quantitative Methods, or a related field preferred
10 years of experience in both qualitative and quantitative market research
Solid understanding of retail and/or entertainment markets
Strong analytical skills, especially in understanding and applying marketing/retail trends, and at ease with research
Must be a strong public speaker, comfortable in front of large, senior groups
Excellent people and management skills to interact with staff, colleagues, cross-functional teams and third parties. Team player!
Ability to travel, as needed
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'204429

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