Director - Research and Insights, Digital

Role Overview

We are looking for a senior individual contributor to lead strategic research across content, culture, and audience insights for our OTT platform. This role will play a critical part in shaping early-stage content development, guiding brand and regional strategy, and driving content marketing effectiveness through a mix of qualitative depth and quantitative rigor.

Key Responsibilities

1. Early-Stage Content Development

• Provide strategic audience inputs during the ideation and development phase of content (shows, films, formats)
• Conduct concept testing, narrative exploration, and need-gap analysis.
• Identify whitespace opportunities across genres, formats, and target segments.
• Embed audience perspective into content greenlighting decisions.

2. Content & Culture Strategy

• Analyse cultural trends, audience shifts, and emerging storytelling formats
• Translate cultural insights into actionable recommendations for content strategy.
• Define content territories and long-term thematic directions.
• Act as a strategic partner to content and creative teams

3. Content Marketing Effectiveness

• Assess performance and effectiveness of content marketing campaigns
• Identify drivers of content discovery, engagement, and intent to watch
• Provide inputs to optimize campaign elements such as trailers, messaging, and creatives
• Partner with marketing teams to strengthen campaign strategy through insights

4. Strategic Research (Qualitative & Quantitative)

• Design and execute ad hoc research projects addressing key business questions
• Lead qualitative studies (IDIs, focus groups, online communities) and quantitative surveys.
• Conduct brand and perception studies as needed.
• Initiate proactive, self-driven research to uncover emerging opportunities or risks.

Key Skills & Qualifications

• 12+ years of experience in consumer insights, media research, or strategic planning
• Strong expertise in qualitative research methodologies, with working knowledge of quantitative approaches
• Experience in OTT, media, entertainment, or digital platforms preferred.
• Deep understanding of audience behavior, content consumption, and cultural trends
• Ability to translate insights into clear, strategic recommendations.
• Strong stakeholder management and communication skills