Job Title: Executive Director, Worldwide Market Research (Sony Pictures Home Entertainment)
USC Course of study: Communication Management master's degree, marketing concentration
Describe your current occupation:I manage all phases of primary research projects; including surveys and focus groups. Serve as chief liaison to research vendors; evaluating questionnaire and discussion guide designs and execution, as well as seeking out new vendors as needed. Analyze quantitative and qualitative market research data relating to home video sales and consumer behavior in order to identify key findings and make strategic recommendations to senior sales and marketing staff. Research and analyze secondary data for ad hoc requests. Prepare marketing and sales presentations to position Columbia TriStar Home Entertainment video titles to retail stores.
How did you get there?At a USC mixer I met someone in research who recommended me to a USC alum who was director in sales at Columbia TriStar Home Entertainment. I did an informational interview with him and the research manager who reported to him. They both liked me and had an opening for a research analyst coming up. I took a temporary position until the permanent position was officially available and offered to me.
How did you get your first job?Through an Annenberg alum who worked at Lieberman Research Worldwide and posted the job opening on the Annenberg job list server.
How did your experience at Annenberg help?The USC and Annenberg connections helped me find potential jobs, while my course work helped me to further understand marketing research and understand marketing and communications (which is essential for my career) even better.
What advice do you have for current Annenberg School students in your occupation?Try to get as much on the job experience in research as soon as possible. Try to get as many internships, jobs and projects in research with name companies as possible.
In your opinion, what is the Annenberg Advantage?Great professors, students from a variety of backgrounds and a flexible/versatile program in a great learning environment. Also, great connections and networking.