Head of Insights

vor 2 Wochen

Wien, Österreich Entain Vollzeit

**About The Role**:
Entain is a leading, global, digital and retail gaming and gambling business. We are constantly looking to push boundaries and develop the industry making gambling more enjoyable for all our customers.

Entain invests heavily in its brands with a very significant marketing spend, and research is a critical pillar in managing that investment, alongside supporting the end to end customer experience across multiple products.

The global research function helps us understand the climate we’re operating in, how our brands are performing in a competitive context, and gives guidance on customer needs, motivations, preferences and intentions.

The global research team operates a hub and spoke structure. The central hub produces the consumer tracking studies where we want to align measurement across our brands and territories for market sizing, strategic brand equity tracking and customer satisfaction surveys. The spokes are localized teams that sit within our various businesses and are responsible for embedding the central research within the brand teams as well as running any bespoke research relevant to those particular brands (e.g. advertising evaluation, brand positioning, proposition development, customer segmentation, product ideation, new customer research, deep dives into key audiences). This role acts as the spoke within the Europe Digital and the Italy/Belgium business from within the global research team.

Reporting to the Global Research Director, you will be the “go to” person for all the senior stakeholders sitting under the Europe digital and Italy/Belgium business to support them in their research needs and guide the business through the transformational growth they are targeting as they launch in new markets and make their main brand bwin ready for new target audiences.

You will be a good analyzer / story-teller from the central data whilst at the same time, be able to commission ad hoc research pieces with agencies or even run your own research using our internal research platform (Qualtrics). As part of the global team you will be able to leverage thinking from across the group. For Europe Digital, your research will cover various established European countries with Germany as the major market while also adding constantly countries to your remit. Italy/Belgium is a region within itself, main partner here is the Italian team sitting in Rome.

You will work closely with the global research director on agreeing budget allocation for your annual research plans. You will also own the relationship with local research agencies that you choose to work with.

**Key Responsibilities**:
Main:

- Ensure you are embedded in the decision making process, supporting senior stakeholders running the Europe Digital and Italy/Belgium business, supporting their strategy and identifying what part research needs to play to support them best.
- Manage a structured briefing process and filter briefs to ensure we support decision-changing research and not covering mere curiosity or generic customer surveying.
- Oversee the design of research to fit the briefs no matter whether it is being done internally or externally
- Effectively manage projects to ensure they deliver impactful insight to appropriate timelines
- Manage effective communication / expectation management between the Europe Digital team / Italy/Belgium team, the Global Research Director and the Central Market Research team.
- Ensure the learnings from the central team are being suitably integrated into the local teams and that you can localise the insight yourself in accordance with their strategic focus.
- Build / maintain brand communities for players to facilitate fast turnaround research in these regions. Agency help will be needed here.
- Manage a roster of research agencies to support your research needs
- ensuring you have quantitative agencies approved by our data security teams to receive and handle our customer data.
- Build an annual research roadmap and manage project costs within your allocation of the global research budget

Occasional:

- Present research when required at internal events or training sessions
- Induct new stakeholders with insightful overviews of our brands and customers, especially those who are new to the gambling industry

**Specialist Skills and experience**:
**Essential**:

- Expert practitioner in quantitative and qualitative market research
- In depth knowledge of research techniques gained either through education or from agency training or industry body qualifications e.g. MRS certificate
- Up to date knowledge of sampling methods and their pros / cons and differences by country
- Experienced and confident presenter to senior stakeholders with ability for powerful storytelling
- An ability to triangulate different data sources and to understand commercial context in order to turn research into relevant and actionable insight.
- Clarity of briefing and objective setting
- Experience in plannin

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