Associate Director, Research

WPP Media

Job Title: Associate Director, Research

Reports To: Senior Vice President, Media Management & Delivery

Function: Choreograph

Location: Hong Kong

About WPP Media

WPP is the creative transformation company. We use the power of creativity to build better futures for our people, planet, clients and communities. For more information, visit wpp.com.

WPP Media is WPP's global media collective. In a world where media is everywhere and in everything, we bring the best platform, people, and partners together to create limitless opportunities for growth. For more information, visit wppmedia.com.

Role Summary and Impact

WPP Media Hong Kong is seeking an experienced and insightful Associate Director, Research to lead our bespoke research function. Reporting to the Senior Vice President, Media Management and Delivery, you will be responsible for designing and executing a wide range of custom research projects, delivering actionable market intelligence, and providing strategic insights that inform media planning and drive client success. This role is pivotal in enhancing our data-driven capabilities and requires strong leadership to manage the research team and key vendor relationships effectively.

Core Responsibilities:

• Bespoke Research Leadership: Lead the end-to-end management of bespoke research projects, including proposal development, questionnaire design, analysis, and reporting.
• Brand Performance & Perception: Design and execute quantitative (e.g., Brand Health Surveys) and qualitative (e.g., Focus Groups, In-depth Interviews) studies to measure brand health and explore consumer attitudes.
• Campaign Effectiveness Measurement: Develop and implement custom studies (e.g., Brand Lift Surveys) and social listening analysis to evaluate the impact and effectiveness of marketing and KOL initiatives.
• Customer Segmentation & Personas: Utilize survey and database information to develop customer segments and personas that inform media and communication strategies.
• Client Satisfaction: Oversee the client satisfaction survey process to evaluate service performance and identify areas for improvement.
• Market & Competitive Intelligence: Provide in-depth market and competitive intelligence by leveraging third-party data sources (e.g., admanGo, GWI, TV Ratings). This includes compiling competitor analysis reports and delivering market trend and industry insight reports.
• Thought Leadership & Innovation: Oversee and spearhead local research initiatives to generate new insights on market trends and consumer behaviour. This includes defining study scopes, managing data availability, and creating newsletters and marketing content for internal and external distribution.
• Vendor & Tool Management: Manage the renewal and contract negotiation for all subscribed research tools and platforms. Ensure effective utilisation through user management and internal training.
• Team Leadership & Development: Lead and mentor the research team, effectively managing resources, overseeing project timelines, and ensuring the delivery of high-quality, actionable outcomes.
• Regional Collaboration: Collaborate with regional teams on internal research initiatives, providing localized input for questionnaire development and reporting to enhance global datasets.

Skills and Experience

At WPP Media, we believe in the power of our culture and our people. It's what elevates us to deliver exceptional experiences for both our clients and each other. In this role it will be critical to embrace WPP & WPP Media's shared core values:

• Be Extraordinary by Leading Collectively to Inspire transformational Creativity.
• Create an Open environment by Balancing People and Client Experiences by Cultivating Trust.
• Lead Optimistically by Championing Growth and Development to Mobilize the Enterprise.

Required Skills & Experience:

• Minimum of 10 years of professional experience in market research.
• Proven expertise in leading both quantitative and qualitative research projects from conception to final reporting.
• Strong project management skills with the ability to manage multiple initiatives simultaneously.
• Demonstrated experience in team leadership and resource management.
• Deep understanding of various research methodologies, including brand tracking, campaign evaluation, and customer segmentation.
• Excellent analytical skills with the ability to translate complex data into clear, actionable insights and strategic recommendations.
• Advanced written and verbal communication skills, with fluency in both English and Cantonese.
• Proficiency in Microsoft Excel and PowerPoint.

Desired Skills & Experience:

• Experience working within a media agency or a related industry.
• High proficiency with research tools and data sources such as admanGo, GWI, Nielsen Media Index (NMI), and social listening platforms.
• In-depth knowledge of the Hong Kong media and advertising landscape.
• Experience in negotiating with and managing research vendors and data suppliers.

Life at WPP Media & Benefits

Our passion for shaping the next era of media includes investing in our employees to help them do their best work, and we’re just as committed to employee growth as we are to responsible media investment. WPP Media employees can tap into the global WPP Media & WPP networks to pursue their passions, grow their networks, and learn at the cutting edge of marketing and advertising. We have a variety of employee resource groups and host frequent in-office events showcasing team wins, sharing thought leadership, and celebrating holidays and milestone events. Our benefits include competitive medical, group retirement plans, vision, and dental insurance, significant paid time off, preferential partner discounts, and employee mental health awareness days.

WPP Media is an equal opportunity employer and considers applicants for all positions without discrimination or regard to particular characteristics. We are committed to fostering a culture of respect in which everyone feels they belong and has the same opportunities to progress in their careers.

We believe the best work happens when we're together, fostering creativity, collaboration, and connection. That's why we’ve adopted a hybrid approach, with teams in the office around four days a week. If you require accommodations or flexibility, please discuss this with the hiring team during the interview process.

Please read our Privacy Notice (https://www.wppmedia.com/pages/privacy-policy) for more information on how we process the information you provide.

While we appreciate all applications received, only those candidates selected for an interview will be contacted.

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