The role of V.P.-Consumer Insights is a newly created role at LA Inc.-Los Angeles Convention & Visitors Bureau that is charged with overseeing consumer related research as well as the organization’s broad business reporting, and annual business review process. The role reports directly to the Chief Marketing Officer and will be very involved in the long term planning process for the organization. The ideal candidate will manage an annual research budget estimated at roughly $300,000 to conduct the necessary research to enable the organization to make better decisions (both short and long term). It is anticipated that this role will have one direct report, however, the ideal candidate will manage a variety of research vendors and suppliers as well as interactive directly with peers and research providers within the tourism industry.
Key Responsibilities:
The position has been divided into four core responsibilities: Financial Management, People Leadership, Strategic Planning, and Business Development.
Financial Management - To ensure that the consumer insights spending does not exceed
the annual budget that is set. Additionally, to work independently to lead and conduct an annual business review for the organization which includes a thorough review of company resources, competitive in-roads, consumer/customer needs, and outside climate issues (e.g. exchange rates, VISA restrictions, extraordinary events, etc.) by April 1st of each year.
People Leadership - The ability to clearly define the role and responsibilities of support staff with a focus on effectiveness including informal performance feedback and annual performance.
Strategic Planning - The establishment of a monthly Executive dashboard with key metrics to measure the organization’s success (e.g. Consumer Confidence, POE, Hotel Occupancy/ADR/RevPar, Exchange Rates, etc.). The ability to determine the overall direct economic impact of tourism in Los Angeles as well as the proactive communication of these tourism results to our key stakeholders (hotels, attractions, City administration, other local CVBs, etc.). Additionally, the oversight and execution of a bi-annual consumer tracking study in Los Angeles in those key fly/drive markets that we actively market in. It is anticipated that there will be some required copy testing work.
Finally, the ability to create, host, and execute an annual Market Outlook conference for the broader Los Angeles tourism community each year.
Business Development - To provide assistance as needed to all organizational staff on interpreting research, methodologies, and tourism data. Prompt and intelligent responses to any internal requests for data from key stakeholder (e.g. Mayor’s office, councilpersons, etc.). The ability to oversee a quarterly tourism report from American Express Business Insights that will be more broadly disseminated. And, finally, to ensure all major promotions and programs (e.g. DineLA, Discover The Arts, ShopLA, etc.) have clearly defined success metrics as well as post-mortem analysis.
Job Requirements:
The ideal candidate must meet the following mandatory requirements:
- 7 to 10 years in a Consumer Insights function with direct experience in developing, fielding, managing, analyzing, and presenting consumer related market research.
- 5 to 7 years in managing staff directly including the ability to hire, develop, coach, and mentor staff.
- B.A. or B.S. college degree (and MBA or MS is preferred)
Key Skills and Knowledge:
- Strong communication skills (both writing and presenting)
- Strong interpersonal skills and an ability to team effectively
- Strong analytical skills and an ability to synthesize data from multiple sources into a coherent presentation with clear recommendations
- Experience in effectively managing a budget
Compensation:
A competitive compensation package that includes health insurance, vacation, sick benefits, participation in our 401(k) Plan and Pension Plan, as well as parking.
