Manager, Audience Insights and Analysis

Position Title

Manager, Audience Insights and Analysis

Department

Multiplatform Marketing & Content

Corporate Area

Digital & Marketing

Status

Regular, Full time Exempt

Manager Title

Director, Research

Position Overview

PBS Business Intelligence supports the mission of PBS and its member stations by providing insight into audience and member behavior and the trends that inform decision-making across the organization. The Manager, Audience Insights is a research generalist supporting PBS’s general audience content and marketing teams.

The role conducts primary research — qualitative and quantitative — into attitudes toward public television, motivations to donate, and perceptions of the PBS brand, and pairs that work with analysis of Nielsen, Google Analytics, and syndicated sources to build a complete picture of audience behavior across platforms. The Manager works independently on most assignments and is the person stakeholders come to with a question about the audience.

Primary Research

Key responsibilities will include, but are not limited to:

• Design, program, and field primary research studies — surveys, focus groups, discussion guides, and other qualitative and quantitative instruments — in partnership with internal clients across corporate areas.
• Analyze and report survey results, translating findings into clear recommendations rather than data summaries.
• Advise colleagues across PBS on research needs, recommending the methodology, instrument, or data source that actually answers the question at hand.
• Run day-to-day execution with research vendors on assigned studies, escalating scope, contract, and budget matters to the Senior Director.
  
  

Data Analysis & Reporting

• Analyze and report on Nielsen national and local data, Google Analytics, and syndicated sources such as MRI and YouGov to build an understanding of audience behavior, attitudes, and PBS’s position in the marketplace.
• Create, maintain, and distribute recurring reporting and analyses, working from the platforms and data models the Data Strategy & Operations team maintains.
• Respond to ad hoc research and data requests from marketing, content, communications, and station relations teams, and for stations and producers.
• Identify information gaps and propose the studies or analyses that would close them.
  
  

Communication & Partnership

• Build presentations that make research and data legible to non-research audiences, and present findings to cross-functional teams.
• Build and sustain relationships with member station colleagues to support system-wide research and analytics needs.
• Support broader Audience Insights team initiatives as needed.
  
  

Required

Requirements for success:

• 3–5 years conducting primary research and/or analyzing digital, syndicated, or media measurement data, or an equivalent combination of experience and education.
• Hands-on experience with a survey platform such as Qualtrics, SurveyMonkey, Alchemer, or Forsta — including questionnaire programming, fielding, and data cleaning.
• Experience with at least one syndicated or digital analytics tool such as Nielsen (including NPOWER), Google Analytics, MRI, or YouGov.
• Strong analytic skills, including comfort with media math and with translating data into a clear story.
• Strong Excel and PowerPoint skills, with the ability to bring research and data to life visually.
• Bachelor’s degree in marketing, research methods, business, or a related field, or an equivalent combination of education and experience.
  
  

Preferred

• Experience moderating or supporting qualitative research such as focus groups or in-depth interviews.
• Familiarity with a business intelligence platform such as Domo, Tableau, or Power BI.
• Working knowledge of SQL or another query language.
• Experience in media, public media, or another content organization.
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Skills & Competencies

• Curious about audiences — asks why the number moved, not just what it is.
• Communicates clearly in writing and in person, and adjusts the level of detail to the audience.
• Well organized under overlapping deadlines and competing stakeholder requests, within time and budget constraints.
• Works independently and collaboratively, with internal colleagues and external vendors alike.
• A real interest in television and streaming content, and in what draws people to it.
• Picks up new research and analytics platforms quickly.
  
  

The base pay range for this position at the beginning of employment is expected to be between $80,000/year to $85,000/year. The actual base pay offered may vary depending on multiple individualized factors, including but not limited to job-related knowledge, skills, and experience. The total compensation package for this position will also include other elements for eligible employees, including: (i) eligibility for discretionary bonuses; (ii) various insurance options, including medical, dental, vision, hearing, life, accidental death and dismemberment, short-term and long-term disability, and business travel accident insurance; (iii) identity protection program; (iv) employee assistance program; (v) financial and retirement savings benefits including the PBS Retirement Plan 403(b); (vi) paid time off (17 days per year), paid sick time benefits (12 days per year), paid parental leave (60 days / 12 weeks ), and paid holidays (12 days per year). Details of these benefit plans will be provided upon request. The application window for this position is expected to close on 10/22/2026.

If hired, the employee will be in an “at-will position,” and the Company reserves the right to modify the base hourly rate/salary (as well as any other discretionary payment or compensation program) at any time, including for reasons related to individual performance, Company or individual department/team performance, and market factors.

PBS is an Equal Opportunity Employer in accordance with the EEOC and the Commonwealth of Virginia.