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About the Role

The Marketing Strategy & Insights team at the National Football League (NFL) serves as the key advocate for NFL fans within the League and its partners, including Clubs and agencies. This team crafts strategic plans backed by insights into consumer preferences, market trends, and business priorities. They drive business planning for the Marketing department and influence the entire NFL ecosystem to focus on cultivating fan bases and enhancing engagement.

The Consumer Insights & Research division uncovers strategic insights to optimize initiatives across business units. Their scope covers global fan growth, brand health, diversity, equity and inclusion, media consumption, live events, stadium experiences, marketing effectiveness, legalized sports betting, corporate partnerships, social responsibility, player engagement, and player health and safety. This team partners with research vendors and utilizes syndicated data to measure consumer behavior and preferences, generating actionable insights across the business.

Key Responsibilities

Collaborate with top-tier research vendors to execute qualitative and quantitative studies aimed at increasing NFL fandom and engagement across stakeholders such as the League, Clubs, and partners.
Lead insights initiatives related to broadcast, media consumption, and fan experiences, optimizing how audiences consume NFL content across various platforms.
Support the Voice of the Fan study, a comprehensive research program assessing gameday and season ticket member experiences, translating results into actionable recommendations for the League and Clubs.
Manage creative evaluation research to measure the effectiveness of campaigns, content, and messaging, identifying ways to enhance impact among target audiences.
Assess perceptions regarding the NFL's Social Responsibility programs and Player Health & Safety initiatives to evaluate fan awareness and credibility.
Develop insights to inform strategy, positioning, and product improvements for NFL media properties like NFL+, focusing on boosting fan engagement and enabling future growth.
Oversee full-cycle research projects including setting objectives, selecting methodologies, managing vendors, designing surveys and discussion guides, supervising analysis, and delivering final reports.
Analyze collected data independently to produce strategic insights and craft compelling, story-driven reports with minimal supervision.
Provide leadership and guidance to one direct report, ensuring quality, strategic focus, and alignment with business goals.
Act as a fan voice and insight authority within the League, influencing decisions through credible, actionable research findings.
Utilize and guide the use of syndicated and proprietary research tools (such as MarketSight, Q, Sports Poll, Decipher) to strengthen insights and deliver impactful outcomes.
Ensure research projects integrate best practices, incorporating diversity, equity, and inclusion considerations appropriately.
Contribute to team development by sharing knowledge, enhancing workflow processes, and elevating the quality of outputs across projects.
Collaborate with strategy and functional leaders to build fan-centric plans and recommendations founded on data insights.
Manage multiple high-priority projects simultaneously, balancing strategic conceptualization with practical execution in a fast-paced environment.

Qualifications and Experience

Minimum of 5 years experience in relevant research roles.
Experience overseeing vendors and/or internal analysts, with a strong preference for demonstrated people management skills.
Ability to define research objectives and design quantitative surveys informed by business needs and prior insight bodies.
Proficiency in synthesizing quantitative and qualitative data into concise, creative, and insightful reports.
Experience presenting research findings effectively to diverse stakeholder groups.
Strong project management competencies and ability to work collaboratively with cross-functional teams.
Familiarity with various research methodologies including segmentation, online surveys, ethnographies, interviews, and focus groups.
Knowledge of custom and syndicated media measurement tools.
Understanding of analytic techniques such as chi-square tests, t-tests, correlations, regression analyses, factor and cluster analysis, Max-Diff, and conjoint analysis.
Advanced analytical skills and experience with tools like Microsoft Excel, SPSS, or Q.
General knowledge of the sports and entertainment industries, with specific insight into media and live events landscapes considered a plus.
Motivated to contribute both strategically and tactically within a dynamic business environment that demands quick decision-making.
Bachelor’s degree in Market Research, Business, Psychology, Anthropology, Sociology, Economics, Mathematics, Statistics, Data & Analytics, or a related field required; Master’s degree preferred.

Additional Information

The role requires a full-time onsite commitment at the New York office, typically exceeding 40 hours per week.
Remote or hybrid work options are not available for this position.
No relocation assistance is provided.
Salary range is $100,000 to $130,000 USD annually, with hiring generally near the midpoint of this range unless exceptional qualifications dictate otherwise.
The NFL offers a comprehensive benefits package (details available through their internal resources).
The NFL values diversity and fosters an inclusive environment where equal employment opportunities are provided to all applicants, irrespective of legally protected statuses.

Organizational Values and Culture

Respect: Valuing diverse perspectives, honoring hard work, and recognizing every contribution.
Integrity: Committing to doing the right thing, taking accountability, and following through.
Team Responsibility: Supporting teammates and communities, understanding the impact of actions beyond individuals.
Resiliency: Embracing high standards, overcoming challenges, and striving for excellence.

Leadership Attributes

Talent Development: Fostering and empowering individual growth.
Execution: Taking precise actions that yield results.
Inspiration: Motivating others through vision and dedication.
Living Values: Demonstrating core principles consistently.
Business Acumen: Staying informed and making decisions that secure industry standing.
Innovative Thinking: Challenging norms and pursuing transformative impact.

Desired Personal Qualities

A positive, proactive attitude with enthusiasm.
Resilience and grit without arrogance or entitlement.
Strong relationship-building and influence capabilities.
Continuous learner motivated by passion rather than just ambition.
Strong work ethic combined with flexibility and adaptability.

Manager, Consumer Insights & Research

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