Market Research Analyst
OPB
Portland
,
OR
Application Deadline: Thursday, Jul 06, 2023
Description
Market Research Analyst
Application instructions for this and all current OPB employment opportunities are available at OPB’s careers page.
About OPB
OPB is a leader in public media, serving diverse communities of the Northwest with fact-based, in-depth news and information about politics, the environment, science, arts, history, and cultures; business, education and more. Powered by the generous support of members, OPB seeks out a variety of voices in our communities and lifts up authentic stories of the people, places, events and issues of the region, providing context and a deeper understanding. OPB’s independent journalism and programs are available at opb.org, on OPB Radio and OPB TV. Follow us on Instagram, YouTube and Facebook.
The Opportunity
We’re recruiting a Market Research Analyst! This position is part of the Corporate Support team and is responsible for supporting our Account Executives. If you’re someone who likes analytics, data, and enjoys digging into numbers and research to tell a compelling sales story we hope you’ll apply!
Position Details
The Market Research Analyst is responsible for supporting Account Executives efforts in attaining sponsorship revenue for OPB and KMHD. Duties include managing the creation and distribution of sales materials; creating presentations, proposals and schedules for sales team; conducting sponsorship and rates analysis; identifying prospects; and providing strategic insights and guidance on using research.
Responsibilities
30% – Manage the writing, design, and production of both general and customized sales materials for Corporate Support staff that aligns sales messaging with OPB’s overall identity and branding, designed to garner sponsorship from prospects.
- Oversee sponsorship webpage and media kit through copywriting, content, and design
- Create general sales pieces (such as presentation templates, brochures), in conjunction with Marketing as needed
- Create customized proposals, presentations, one sheets, formatted e-mails, Pardot landing pages, sponsorship packages, and other documents upon request
- Ensure consistency with OPB branding
- Work with clients to produce digital ads as requested
20% – Create sponsorship campaign recaps for special initiatives or large client buys including all delivered assets (screenshots, airchecks, etc.)
10% – Use PPM Analysis Tool, Google Analytics and Ad Manager, Campaign Monitor, Tapscan and PrimeLingo to determine best schedules and marketing strategies for prospects and current sponsors. Translate data into sales strategies. Report digital performance on a monthly basis.
10% – Manage email marketing program using Salesforce and Pardot in collaboration with department colleagues
- Support department social media marketing efforts
10% – Manage updates, gathers, and interprets research from a wide variety of local and national sources to be communicated to Corporate Support staff and incorporated into sales materials. Provide data upon release and request.
- Recommend data and research tools as needed. Implement and train staff on use of new software.
- Willingness to continually self-educate on advances and changes in advertising spaces. Particularly as digital offerings continue to evolve. Attend webinars or workshops and share knowledge with Corporate Support staff.
5% – Work collaboratively with AEs’ and AD’s prospecting efforts by researching, registering and identifying prospects and categories
5% – Digital, TV and radio rate management
- Analyze rates as needed, using CPP, CPM, inventory demand and market knowledge.
- Revise rate cards to reflect program and time changes, rate adjustments, etc.
5% – Participate in weekly staff meetings
5% – Other duties as assigned, including assisting with special events, day-to-day department operations.
Working Conditions
Extended use of a computer and phone. The Corporate Support team currently works remotely, with a heavy reliance on virtual meetings. In-office work may be requested for training and meetings. This position may require flexible working hours to support the Corporate Account Executives and team in responding to client needs.
Minimum Qualifications
- At least five years of experience in one of a combination of media sales, ad agency environment, or marketing
- Experience in understanding client needs and conceiving creative ideas for sales packages and proposals
- Skilled in Word, Excel, PowerPoint, Salesforce, Pardot (or another mail platform) and graphic design
- Understanding of media measurement research, audience demographics, digital or program ratings
- Effective communication skills (verbal and written) with the ability to present information succinctly, visually and with perspective
- Ability to think strategically and simplify the complex
- Strong analytical capabilities, and the ability to quickly learn new data interfaces
- Self-motivated, self-starter, committed to excellence and accuracy
- Flexible, organized, and unflappable, with ability to multi-task and prioritize requests from a variety of people, such as staff and senior management as well as the prospects and clients of account executives.
- Ability to travel locally for client meetings
- Commitment to helping the team find ways to build equity into the sales process, while balancing the demands of meeting revenue goals.
- Interest in and appreciation for public media
Preferred Qualifications
- Bachelor’s degree preferred in Business, Communications, Marketing or related field; or an equivalent combination of education and experience sufficient to successfully perform the essential duties of the job as listed above.
- Experience with the application of Nielsen quantitative radio and TV data.
- Experience in digital sales or marketing (display ads, streaming audio, podcast, mobile app, newsletter) environment
- Experience with the following data/programs:
- Tapscan qualitative
- Primelingo qualitative
- PPM Analysis Tool
- Google Analytics and Ad Manager
- Digital streaming and podcast products like Audioserve, AdzWizz, Spotify, Podcaster
- Mobile App data experience with Apple Store and Google Play
- MRI Research
- Scarborough
- Emerging presentation and design tools such as Canva
- Adobe Photoshop or InDesign
- Marketron
- Salesforce/Pardot
- Public media work experience.
Additional Information
- This position reports to the Director, Corporate Support and is benefits eligible
- The probable hiring range for this exempt position is between $60,000 – $73,300, depending on qualifications.
- For the safety of our employees, the contractors/vendors we work with, and the public we serve, OPB has a mandatory COVID vaccination policy and all employees are required to show proof of vaccination.
How to Apply
For application instructions, please visit OPB’s careers page. You will be asked to create an account, upload your cover letter and resume and answer a few position-related questions. Once you click “submit” you cannot make changes to your application.
Your application materials are due by 8:59 PM Pacific Time on July 6, 2023.
OPB is an Equal Opportunity Employer.