Role: Director, Global Insights and Analytics
Brand: World Surf League
Location: Santa Monica, CA
Summary: This strategic and commercially-minded executive will develop strategy to further the overall WSL business plan, leveraging insight and data across all marketing and revenue programs and platforms. This will include identifying all key growth opportunities for the business, defining fan / audience segments and profiles, acquisition of new fans / audiences, increasing avidity and consumption among existing audiences and mapping audience to revenue.

Responsibilities:

• Understand and articulate the voice of the consumer across all business decision-making. Provide actionable insights grounded in consumer knowledge and guided by a broader understanding of business context to drive growth strategies across all marketing and revenue-driving assets and initiatives – including content, distribution, social, digital and media-buying, database, app, talent, events and more.
• Understand and communicate key value-drivers for the global business across brand, fandom, perception and consumption pillars. Establish ongoing rigorous processes for tracking and reporting metrics, analytics, and insights to drive those pillars for both marketing and revenue.
• Execute and manage qualitative and quantitative consumer research, as well as synthesize syndicated and owned analytics to identify and optimize target audiences. Create audience demos / profiles and gain competitive insights to effectively communicate those audiences to internal and external stakeholders. Special attention to key WSL territories -inc. US, Australia, Brazil, and Europe.
• Leverage insights to continuously identify, assess, and prioritize opportunities and campaigns; test new channels and partnerships to expand our brand reach and relevance to new, untapped audiences via clear, data-driven strategy and decision-making.
• Develop content marketing and distribution strategy to ensure content team achieves traffic goals. Understand current audience behaviors and identify specialized and specific content best practices and recommendations for each distribution platform.
• Within the content strategy, work with the Social and Editorial teams to develop a robust Social/Editorial strategy to target and engage prospects at the top of the funnel and continue to nurture and convert them into subscribers/fans.
• Strong integration with commercial team to support valuation and ROI-based decision-making and executions.