Role Overview

We are looking for a senior individual contributor to lead strategic research across content, culture, and audience insights for our OTT platform. This role will play a critical part in shaping early-stage content development, guiding brand and regional strategy, and driving content marketing effectiveness through a mix of qualitative depth and quantitative rigor.

Key Responsibilities
Early-Stage Content Development
Provide strategic audience inputs during the ideation and development phase of content (shows, films, formats)
Conduct concept testing, narrative exploration, and need-gap analysis.
Identify whitespace opportunities across genres, formats, and target segments.
Embed audience perspective into content greenlighting decisions.
Content & Culture Strategy
Analyse cultural trends, audience shifts, and emerging storytelling formats
Translate cultural insights into actionable recommendations for content strategy.
Define content territories and long-term thematic directions.
Act as a strategic partner to content and creative teams
Content Marketing Effectiveness
Assess performance and effectiveness of content marketing campaigns
Identify drivers of content discovery,



engagement, and intent to watch
Provide inputs to optimize campaign elements such as trailers, messaging, and creatives
Partner with marketing teams to strengthen campaign strategy through insights
Strategic Research (Qualitative & Quantitative)
Design and execute ad hoc research projects addressing key business questions
Lead qualitative studies (IDIs, focus groups, online communities) and quantitative surveys.
Conduct brand and perception studies as needed.
Initiate proactive, self-driven research to uncover emerging opportunities or risks.

Key Skills & Qualifications
12+ years of experience in consumer insights, media research, or strategic planning
Solid expertise in qualitative research methodologies, with working knowledge of quantitative approaches
Experience in OTT, media, entertainment, or digital platforms preferred.
Deep understanding of audience behavior, content consumption, and cultural trends
Ability to translate insights into explicit, strategic recommendations.
Robust stakeholder management and communication skills

📌 Director Research And Insights, Digital Mumbai
🏢 JioStar
📍 Mumbai