VP, Global Panels
Germany, Remote
About Us
Toluna empowers leading brands and agencies to conduct research without limits by unifying the best of technology, the best of research science, the best of global panel, and made-to-measure service to scale your business.
Toluna is powered by 2500 employees worldwide, delivering critical insights in over 90 markets to over half of the Fortune 500. Together, we strive to push the field of market research toward a better tomorrow.
Overview of the role
We are seeking a dynamic, innovative, and passionate individual to join the Toluna Leadership Team, and lead a key department within the Toluna Global Supply organization: the Toluna Panel. This role is critical to maintain Toluna as the market leader in consumer insights and supporting an ever-increasing reach to audiences and significant global revenue growth. As VP of Global Panels, you will be responsible for the creation and execution of our proprietary panel strategy access to consumers through our proprietary panel, increasing members lifetime value and the panel yield. This department consists of dedicated teams of experts across four pillars of panel management: Acquisition, Engagement, Support & Incentives.
An ideal candidate will be experienced in the marketing, brand loyalty, tech savy and data driven and ideally with a good grasp of the market research industry. You must possess a proven track record of strategical thinking, innovation, digital traffic, global team management and working collaboratively with cross functional teams in a dynamic environment. We are a fast-moving organization, and the ideal candidate should be a self-starter capable of juggling many projects and quickly adapting to changes in the market and drives innovation to panel management.
Responsibilities
- Executive creation and ownership of a holistic Panel strategy across all aspects of panel management (acquisition, engagement, support and incentives) to onboard, retain, build loyalty and increase lifetime value by engaging customers with personalized, targeted and relevant marketing and user experience at every stage leveraging technology for automation.
- Establish a comprehensive reporting suite to proactively monitor and regularly report on Panel KPIs and yield.
- Lead and manage the Panel Team to ensure successful execution of the strategy to achieve business objectives and support revenue and gross margin growth.
- Responsible for multimillion + CAPEX investment into the acquisition of new members and establishing a digital marketing strategy to entice online consumers to join the Toluna panel.
- Diversification of digital traffic sources for optimum panelist recruitment to ensure access to the right audiences with a constantly increasing ROI through a dedicated team of experts.
- Drive the successful execution of the Brand Loyalty (Engagement & Support & Incentives) strategy leveraging global panel team experts to constantly improve brand image, reputation, and user experience to reduce panel attrition, increase productivity and overall panel yield to positively impact gross margin.
- Responsible for multimillion Panel Incentive budget allocation and achieving savings through economies of scale with third parties as well as panelist satisfaction.
- Develop and execute an overall CRM strategy and communications plan leveraging appropriate marketing channels to guarantee ROI of investment.
- Conduct ongoing A/B testing to optimize and increase the effectiveness of all panel initiatives.
Identify opportunities of differentiation and optimization within panel management for innovation to maintain Toluna’s position as a market leader and increase panel yield. - Closely collaborate with relevant internal stakeholders (Supply Partners & Profiling, Product, Digital Operations, Sales) to identify, test and implement improvements to panel strategy and quantify its impact on supply capacity and optimized utilization.
- Partner with Product and R&D teams to drive the technology behind panel management increasing automation and improving the panelist user experience for both internal and external and users to constantly enhance platforms and client experience.
- Define and document briefs, business rules, data / tech requirements, system integrations as well as processes and procedures for all Panel.
- Participate in Market Research Industry associations from an online Panel provider perspective and remain appraised of both evolving industry norms and market legalities related to data collection.
- Data mining of Panel performance at both a macro and micro level to evaluate performance, identify areas of improvement and lead solution implementation.
- Leverage data to monitor and identify demand trend