Director, Strategy & Evaluation, Ad Council
By She Runs It
Director, Strategy & Evaluation
Who we are:
The Ad Council is where creativity and causes converge at scale. We are a national non-profit organization, bringing together the brightest minds in the marketing, media, advertising and tech industries to inspire change around the most critical social issues facing our country. We produce and activate communications campaigns that drive awareness and behavior change, creating a lasting impact on American life. We are behind the iconic social good communications programs featuring Smokey Bear, “Friends Don’t Let Friends Drive Drunk” and Love Has No Labels.” Our unprecedented efforts around COVID-19 now include the largest communications initiative in U.S. history, It’s Up To You, which educates Americans about the COVID-19 vaccines.
The Strategy & Evaluation team is responsible for strategic research, planning, testing, assessment, and optimization of Ad Council public service campaigns, leading research and analyses with the goal of accurately measuring and then helping to maximize the impact of our activities.
All effective campaigns start with a compelling strategy, and team members have a seat at the table as we collaborate with agency planners, creatives, media strategists, digital specialists, data scientists, and others in all aspects of campaign research and planning. Our main role is to serve as the voice of a campaign’s target audience through primary research that is both deep and agile, which informs decision making through uncovering actionable insights.
The Ad Council is a results-driven organization, and team members are responsible for guiding how we collect, analyze and act on results of the campaigns you work on. Team members also lead cross-campaign and best practices analyses, social & health issue research, and thought leadership research, shared both internally at Ad Council and externally with the corporate and nonprofit sectors.
What you’ll do:
Strategic Research and Planning
- Coordinate all formative research activities on 5-6 campaigns, working closely with agencies and other partners. This includes qualitative and quantitative audience research, landscape/literature reviews, expert interviews, ethnographies, rapid-turnaround test-and-learn methodologies; UX research, and creative effectiveness research.
- Work with campaign teams to identify key research insights and ensure their translation into a compelling, single-minded creative brief.
- Work with media strategists to incorporate media insights with consumer insights, fueling an overarching campaign strategy.
- With campaign teams, provide insights-based creative feedback on creative concepts and other marketing ideas.
- Manage qualitative and quantitative research designed to assess creative concepts, UX, and other marketing ideas.
- Coordinate projects with third-party research suppliers, including drafting and distributing RFPs, awarding projects, and co-management and quality assurance of these projects.
Campaign Evaluation and Optimization
- Design campaign evaluation plans, establishing KPIs as well as identifying the tools for measuring campaign exposure, awareness, engagement and impact over time.
- Design, analyze and report on campaign tracking surveys, to monitor awareness, attitudes and behavior over time. This includes sampling and weighting procedures, questionnaire design, data quality assurance, data analysis, and reporting.
- Analyze and report campaign results, ranging from short-term outcomes to long-term impact.
- Serve as a data champion, ensuring that all campaign team members are regularly reviewing, analyzing and acting on results.
Best Practices and Knowledge-Sharing
- Design and implement cross-campaign data analyses, helping to establish benchmarks and best practices for Ad Council public service campaigns.
- Investigate and share research relating to best practices in social marketing/public service communications, cultural and social trends and issues, changing media landscape. Present findings, implications, and recommendations internally and to clients.
- Serve as subject matter expert on Ad Council Edge strategic consultancy projects.
- Serve as an active member of the Ad Council Research Committee, an external advisory group comprised of thought leaders in market research, marketing, media and academia.
- Lead Ad Council thought-leadership research initiatives.
- Represent Ad Council at external forums and events (speaking engagements, panels, etc.)
What you bring:
- Bachelors degree in a relevant field, or equivalent work experience.
- 5+ years relevant job experience.
- Strong understanding of a wide range of qualitative and quantitative market research methodologies.
- Experience developing measurable objectives and key performance indicators to guide creative briefs and evaluation plans.
- Hands-on experience with survey research methodology – design, execution, analysis and reporting.
- Strong analytical skills. Adept at identifying key insights from qualitative and quantitative research.
- Adept at communicating insights and implications (oral and written) to non-researchers. Adept at data visualization.
- Understanding of the changing media landscape—including the latest developments in digital and social media—and its implications for marketers.
- Comfortable with juggling multiple tasks and managing productive relationships with agencies, vendors, and internal staff. Ability to easily shift between strategy and execution across clients & campaigns quickly.
- Familiarity with basic statistics.
- Familiarity with digital marketing metrics, such as website analytics and social media analytics.
- Advanced proficiency with MS Office, especially PowerPoint and Excel.
- Strong listening, collaboration, and communication skills.
- Careful attention to detail.
- A curious mind and lifelong learner.
- A creative problem-solver.
- Dedication to building an inclusive and equitable work environment.
- Ability to work East Coast hours.
Qualities of a standout candidate:
- Experience with multicultural market research.
- Proficiency in Spanish.
- Understanding of user experience research.
- Familiarity with design thinking techniques.
- SPSS proficiency.
What you’ll get:
All full-time the Ad Council employees are eligible for:
- Health: Ad Council provides private medical, dental and vision insurance for you and your family, insurance for your pets, health savings benefits, plus reimbursement toward health and wellness expenses
- Growth: Eligibility to participate in 403(b) retirement account with generous company contributions, tuition reimbursement and professional development opportunities
- Happiness: Robust and flexible time off, fully paid parental leave, sabbaticals, hybrid working options along with community engagement opportunities.
What we’re committed to:
At the Ad Council, we value and celebrate the unique characteristics and perspectives that make each person who they are. Diversity is the foundation of our work and allows us to reimagine how we reach our audiences. It is not simply our belief, but our duty, to cultivate a team that is representative of the American people. Only then can we drive true, measurable, and life-changing impact on the most important issues facing our country today.
The Ad Council is an Equal Opportunity Employer. Qualified applicants will be considered for employment without regard to race, creed, color, citizenship status, religion, sex, sexual orientation, gender identity, marital status, age, national origin, genetic information, status as an individual with a disability, status as a protected veteran or any other legally protected status.
The Ad Council invites all qualified interested applicants to apply for career opportunities. If you are a person with a disability and need a reasonable accommodation for any part of the application or hiring process, please submit your request through one of the following methods listed below.Apply Now