Senior CMI Manager (Consumers, Audiences, Fans & Market Insights)

8-10 Years

Posted 2 days ago
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Job Description

DatVietVAC Group Holdings is looking for a Senior CMI Manager (Consumers, Audiences, Fans & Market Insights) within Content Hub to lead audience, consumer, fan, and market insight capabilities across MarCom. The role is responsible for turning data from multiple sources into actionable insights, building measurement frameworks, and designing conversion funnels from audiences to customers to support content, marketing, commercial, and fan community decisions.

I. JOB DESCRIPTIONS

1. DATA & INSIGHT ANALYSIS (20%)

Consolidate and connect data from multiple sources, including content platforms, social listening, surveys, registration data, and ticket sales data, to build a unified view of audiences.
Translate data into actionable conclusions and recommendations for each campaign rather than simply producing reports.
Assess the confidence level of each conclusion and clearly distinguish between facts, interpretations, hypotheses, and estimates.
Establish and maintain data standards based on FACT / INTERPRETATION / HYPOTHESIS / ESTIMATED, ensuring all reports presented to management follow the required data discipline.

2. AUDIENCE-TO-CUSTOMER CONVERSION FUNNEL (25%)

Define and maintain audience and fan stages, from awareness and following to lead generation, first-time purchase, and repeat purchase.
Design conversion funnels for individual campaigns and programs, including key touchpoints, measurement metrics, expected conversion rates, and measurement methods.
Analyze post-campaign data to identify funnel leakage points and recommend appropriate interventions.
Work with operational teams to ensure insights and measurement results are translated into actions that improve conversion performance.

3. MEASUREMENT FRAMEWORK & DATA SYSTEM (15%)

Build the measurement framework from the ground up, including data sources, collection methods, KPI definitions, and reporting cadence across MarCom.
Establish and maintain a unified data source for audience and conversion performance measurement.
Track and maintain three key baseline metrics: audience database size with contact information, viewer-to-lead conversion rate, and viewer-to-ticketing-page conversion rate.
Design and implement A/B testing for messaging, content formats, and conversion touchpoints.
Ensure that all data used in external communications has been officially released and properly verified.

4. AUDIENCE, COMPETITOR & MARKET RESEARCH (15%)

Conduct qualitative and quantitative research on audiences and fan communities.
Assess the brand health of individual IPs and forecast audience reception before, during, and after program broadcasts.
Systematically monitor competitors across music and non-music segments, establish competitive benchmarks, and provide early warnings on developments that may impact key IPs.
Research leading markets such as South Korea, China, and Japan in areas including fan economy, membership, paid voting, merchandise, and IP monetization.
Translate international market insights into actionable recommendations for Vietnam while assessing relevant conditions and risks.

5. INSIGHT-DRIVEN DECISION MAKING & TEAM LEADERSHIP (20%)

Bring audience insights and conversion funnel hypotheses into the concept development and Concept Lock stages, ensuring CMI is involved from the early stages of program development.
Provide conversion data and evidence to support the Business team in developing and securing sponsorship proposals.
Directly manage CMI Manager and Marketing Analysis Manager, with clear scope allocation and professional development for the team.
Standardize research methodologies, analytical processes, and the application of insights across the CMI team.

6. OTHER RESPONSIBILITIES (5%)

Perform other duties related to the above responsibilities as assigned by the direct supervisor.
Support ad-hoc projects and activities to achieve the objectives of MarCom and Content Hub.

II. JOB REQUIREMENTS

Bachelor's degree in Marketing, Market Research, Statistics, Economics, Data Science, or related fields.
At least 8 years of experience in market research, consumer research, audience analytics, or digital product analytics.
At least 4 years of management experience, with hands-on experience building research and measurement frameworks from the ground up.
Experience monitoring and analyzing international entertainment markets, particularly South Korea, China, and Japan.
Proven experience designing conversion funnels from viewers/audiences to paying customers and measuring funnel performance.
Experience presenting and defending research findings to senior management or leadership.
Experience in market research agencies, entertainment, digital content platforms, or e-commerce is preferred.
Strong understanding of content consumption behavior across traditional television, OTT platforms, and social media.
Strong expertise in both qualitative and quantitative research, including research design, sampling, questionnaire development, and result validation.
Ability to measure and evaluate content performance using ratings, views, engagement, and relevant KPIs.
Strong conversion funnel analysis skills, including identifying leakage points and evaluating the impact of interventions.
Experience designing A/B tests and interpreting statistical results.
Strong ability to research and analyze international markets, particularly entertainment and fan economy models in South Korea, China, and Japan.
Experience developing competitor monitoring and analysis frameworks.
Hands-on experience with social listening tools such as YouNet Media, Buzzmetrics, Meltwater, or equivalent.
Experience working with first-party data, including CRM, registration data, and ticket sales data.
Ability to apply AI for large-scale sentiment analysis, unstructured data processing, and synthesizing thousands of audience responses into key insight clusters.
Ability to use AI to identify emerging trends in music, popular culture, and audience behavior.
Ability to use AI to quickly review, translate, and synthesize international research materials.
Strong understanding of AI limitations and commitment to validating data, sources, and outputs before presenting findings to management.
Ability to turn data into compelling and easy-to-understand stories for Creative, Production, and Business teams.
Objective, open-minded, and able to avoid personal bias when interpreting mass audience preferences.
Strong ability to defend recommendations with data while recognizing when available evidence is insufficient to draw a conclusion.
Comfortable working in an environment where processes are still being built, with the ability to establish frameworks and standardize processes.
Strong people management, leadership, and team development skills.
Advanced Excel skills and proficiency in at least one professional social listening tool.
Experience with survey tools and data visualization platforms such as Power BI, Tableau, or equivalent.
Good command of English with the ability to read and understand international research materials. Chinese or Korean language skills are a strong advantage.