Global Head of Cultural Insights

United Kingdom Research & Insights

The role

Global Head of Cultural Insights; We Are Social

We Are Social is a global, socially-led creative agency, with more than 1,000 people in 15 offices around the world. We deliver world-class creative campaigns and strategies based on social insights, for best-in-class brands.

Our Cultural Insights practice is dedicated to identifying the shifts and forces shaping the way audiences think, feel and behave online. We leverage this understanding to help brands create authentic meaning and impact in a crowded digital space, working closely with our Strategy, Editorial and Creative teams to produce ongoing publishing strategies and large-scale, social-first campaigns.

The Global Head of Cultural Insights is a key leadership role within this function. The person in this role will be responsible for ensuring that Cultural Insights globally is growing and innovating, delivering against the department’s ambition “to be the smartest social behaviour and digital culture experts in the world to drive innovation, creativity and effectiveness in ideas.”

This person will use their proven skills and experience in global audience research and cultural trends to continue to develop We Are Social’s unique approach to Cultural Insights, ensuring that We Are Social are at the forefront of digital trends so that we can drive cultural impact for brands. Reporting to our Global CSO, you will be required to lead and develop a community of practitioners globally.

The successful candidate will be joining an ambitious and supportive team, and an award-winning agency whose output has recently been recognised by Cannes Lions, Webbys, Lovies, Creative Circle, and many more.

Responsibilities

Agency profile & thought leadership

  • Maintaining, building upon and adapting our existing thought leadership outputs (including Think Forward and The Feed) to ensure we remain on the cutting edge of digital culture and marketing innovation in social and digital
  • Responding to shifts in the cultural and digital landscape to create timely and unique ad hoc thought leadership outputs
  • Working with our communications teams and PR agency to promote the work of We Are Social with clients and the wider industry and build We Are Social’s public profile

Client relationships & product development

  • Collaborating with social listening and data experts in the wider research and insight team to create holistic research solutions informed by both qualitative and quantitative data inputs
  • Running end-to-end cultural insights projects – from design through to debrief – for clients and internal stakeholders as part of larger projects shaping new brand strategies and creative campaigns
  • Forming long-term partnerships with global clients to generate leads for new opportunities to sell in Cultural Insights products

Global collaboration & leadership

  • Leading cross-market teams across the We Are Social network to deliver brilliant cultural insights arrived at through various qualitative research methods including depth interviews, digital ethnography, desk research and trends analysis
  • Training and upskilling Cultural Insights teams in local market to maintain the quality of our outputs as the team grows
  • Building upon our existing growth strategy to maximise the potential of Cultural Insights at We Are Social and ensure it remains on the cutting edge of commercial insight generation

Requirements

What we’re looking for from you

  • 8+ years of experience in the field of qualitative research, whether trends, futures, cultural insight, human insight or strategy, relating to social media and/or digital behaviour
  • Proven ability to design and lead global qualitative research projects to a high standard, with demonstrable impact on client outcomes
  • Proven experience of running global work streams with multiple stakeholders
  • Proven connections with a global network of researchers, freelancers and industry thought leaders who can support on ad hoc projects
  • Working knowledge of a range of primary and secondary qualitative methodologies to generate cultural and consumer insight, including familiarity with semiotics, ethnography and/or trends research – with a specialist knowledge within at least one field
  • Experience leading small to medium sized teams of researchers to deliver qualitative insight projects on brief, on budget and to a high standard
  • A balance of analytical and creative flair. An ability to drill down into the crux of a problem, whilst also being able to envision new opportunities and possibilities
  • An instinct for detecting patterns in cultural data; spotting where small signals of change might suggested larger shifts, and the ability to articulate these shifts clearly
  • Excellent written and verbal communication skills
  • A compelling and impactful presenting style, and an ability to make insights memorable
  • Experience as an inspiring, supportive and ambitious leader or manager

Benefits

Why should you join our team?

  • 25 days holiday, increasing by one day for each year of service
  • Private Medical Insurance
  • Company pension scheme
  • Group Income Protection
  • Optional Dental Insurance
  • Corporate Social Responsibility – time given to volunteer for a charity of your choice
  • Cycle-to-work scheme
  • Optional sabbaticals after 5 years
  • Employee Assistance Programme
  • Summer hours
  • Work From Anywhere
  • We Are Social Passport
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