Manager, Consumer Insights & Research

Overview /Objective

The National Football League's Marketing Strategy & Insights team serves as the voice of NFL fans within the various League offices and with stakeholders (e.g., Clubs, partners, agencies). This team informs and authors strategic plans, ensuring grounding in consumer preferences and behaviors, marketplace dynamics, and evolving business priorities. Marketing Strategy & Insights also leads Marketing department business planning and is responsible influencing the entire NFL ecosystem to orient activities toward key fan base development and engagement initiatives.

The Consumer Insights & Research function within the team focuses on uncovering strategic insights that inform optimization across all business units and stakeholders. The areas of coverage include (but are not limited to): global fan development, brand health, DE&I, media (e.g., direct-to-consumer, broadcasting), live events, in-stadium experiences, marketing effectiveness, legalized sports betting, corporate partnerships, social responsibility, player engagement, and player health and safety. Team members design and conduct primary research (largely via third-party research partners) and leverage a myriad of syndicated data sources to measure relevant consumer preferences and behaviors. They then generate robust insights tailored to informing key areas across the business.

The Manager position is responsible for designing and overseeing execution of primary research, with support from analysts and third-party vendors/agencies. They will drive alignment and communications with key stakeholders and ensure insights are shaped accordingly. The role is expected to be flexible to cover various areas within the team's purview as business needs evolve.

Responsibilities

• Work with industry-leading research vendors to conduct qualitative and quantitative primary research studies oriented toward driving NFL fandom, fueling engagement, and generating value for the NFL, the 32 Clubs, partners, and NFL players
• Leverage syndicated and proprietary research tools and partner with the internal teams to monitor and distill key insights pertaining to the behaviors, media consumption, and perceptions of NFL fans
• Project manage planning, execution, and reporting out on NFL primary research projects, including leading internal stakeholder collaboration, vendor management, methodology selection and optimization, survey and discussion guide design
• Generate story-driven reports from scratch that provide strategic insights
• Serve as the insights expert and voice of the fan to key stakeholders across the League, 32 Clubs, and partners
• Leverage and teach others to utilize various available research applications/tools/sources to generate insightful reports (e.g., MarketSight, Sports Poll, YouGov, AceMetrix)
• Analyze data and generate strategic insights with creative and storytelling packaging with minimal direction
• Ensure bodies of research and insights formulation are best-in-class with respect to diversity, equity and inclusion practices
• Partner with strategy leads across the League to develop insights-driven, fan-centric plans and tactics

Qualifications

• 5+ years of prior experience
• Vendor and/or internal analyst oversight experience; demonstration of strong people management skills strongly preferred
• Ability to outline research objectives and quantitative surveys based on business questions and the analysis of prior insights bodies of work
• Experience synthesizing quantitative and qualitative research results and writing concise, creative, and insightful reports; experience presenting and effectively communicating insights to a variety of stakeholders a plus
• Strong project management and relationship-building skills and the ability to effectively work with cross-functional project teams
• Experience with a range of research methods preferred (e.g., segmentation, online surveys, ethnographies, one-on-one interviews, focus groups)
• Knowledge and proficiency with custom and syndicated media measurement tools
• Understanding of the application of various analytic techniques preferred (e.g., chi-square, t-tests, correlations, regression, factor analysis, cluster analysis, Max-Diff, conjoint analysis)
• Analytical platform experience such as Microsoft Excel, SPSS, or Q
• Broad familiarity with the sports and entertainment industry; specific, deep understanding of the media and live events landscape a plus
• Drive to contribute both strategically and tactically
• Bachelor's degree (or higher) in Market Research, Business, Psychology, Anthropology, Sociology, Economics, Mathematics, Statistics, Data & Analytics or a closely related discipline, or equivalent professional work experience

Travel

• Light travel may be expected (e.g., average 2-3 days a month)

Salary / Pay Range

This job posting contains a pay range, which represents the range of salaries or hourly rates that the NFL believes, in good faith, at the time of this posting that it might be willing to pay for the posted job in the location(s) specified. The NFL expects to hire for this position near the middle of the range. Only in truly rare and exceptional circumstances, where an external candidate has experience, credentials or expertise that far exceed those required or expected for the position, would the NFL consider paying a salary or rate near the higher end of the range.

Terms / Expected Hours of Work

• NFL employees are required to work 40 hours per week.
• FLSA exempt
• The NFL maintains a Flexible Workplace Policy that provides members of our workforce with opportunities to periodically work from a location of their choice, while maintaining a priority on in-person work at an NFL office, which enables us to more effectively collaborate, connect and build a workplace culture that will drive our continued success.
• The NFL is committed to building a diverse, equitable and inclusive work environment that reflects our incredibly diverse fan base. We provide an environment of mutual respect where equal employment opportunities are available to all employees and applicants without regard to status as protected by applicable federal, state, or local law.