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:<