Ad Sales Research Director

AARP; New York (NY); On-site; USD 120,000 - 180,000; Full time

Job summary

AARP seeks an Ad Sales Research Director to lead consumer insights and strategic advertising research for its vast member base. You will transform data into actionable recommendations to influence advertiser decisions, strengthen market position, and drive revenue growth.

The role combines research leadership with business acumen, requiring expertise in audience measurement, data storytelling, and collaboration with advertisers to deliver impactful insights across digital and cross-media

Qualifications

• Bachelor’s degree in Market Research, Marketing, Business, Social Sciences, or a related field.
• 8+ years of progressively responsible experience in market research, consumer insights, analytics, or a related field.
• Experience designing and leading custom research programs delivering actionable insights for business priorities.
• Expertise in 50+ consumer audiences for media, marketing, or publishing initiatives.
• Experience supporting data match initiatives and leveraging data to generate insights.
• Experience managing digital and cross-media brand lift studies and evaluating campaign effectiveness.
• Ability to develop thought leadership and research-based content for business partners.
• Experience managing research budgets and external vendors with high-quality deliverables.
• Demonstrated ability to leverage AI and emerging technologies to drive innovation.

Responsibilities

• Manages all aspects of a quarterly primary study with advertiser participation; advises on how to gather information to meet marketing objectives.
• Manages year-long advertising effectiveness studies for clients.
• Prepares in-depth longitudinal analyses of advertising campaigns and provides consultations for future marketing efforts.
• Creates proprietary member research insights to deepen advertiser relationships and reinforce thought leadership.
• Develops consumer and category insights to educate the sales team and improve advertising revenue.
• Assists in planning initiatives to raise the bar for deliverables and processes.
• Manages research contracts and external vendors, optimizing ROI and budget utilization.

Skills

Consumer insights

Advertising knowledge

Data storytelling

Audience measurement

Research leadership

Strategic consulting

Thought leadership

Collaboration with advertisers

AI & emerging tech

Education

Bachelor’s degree in Market Research, Marketing, Business, Social Sciences, or related field

Job description

Overview

AARP Services, Inc., founded in 1999, is a wholly-owned taxable subsidiary of AARP. AARP Services manages the provider relationships for and performs quality control oversight of the wide range of products and services that carry the AARP name and are made available by independent providers as benefits to AARP’s millions of members. The provider offers currently span health products, financial products, travel and leisure products, and life event services. Specific products include Medicare supplemental insurance; credit cards, auto and home, mobile home and motorcycle insurance, life insurance and annuities; member discounts on rental cars, cruises, vacation packages and lodging; special offers on technology and gifts; pharmacy services and legal services. AARP Services also engages in new product development activities for AARP and provides certain consulting services to outside companies.

Ad Sales Research Director

The Ad Sales Research Director role requires a unique combination of consumer insights expertise, strategic consulting, advertising knowledge, audience measurement, data storytelling, and business acumen. The position serves as both a research leader and trusted advisor, transforming complex data into actionable recommendations that influence advertiser decision-making, strengthen market positioning, support revenue growth, and establish organizational thought leadership.

Responsibilities

• Manages all aspects of a quarterly primary study, with participation among several advertisers. Consults with advertisers to understand the big-picture of their business, as well as their current marketing objectives. Makes recommendations for how this study can best be utilized to gather information that will enable advertisers to better accomplish their marketing objectives. Develops survey questions, run and analyze data tabs, and analyze study findings. Presentation of results and marketing implications to key client stakeholders who are frequently director level and above.
• Manages year-long advertising effectiveness studies for clients.
• Prepares in-depth, longitudinal advertising campaign performance analyses for multiple advertisers. Provides consultation that identifies both strengths of past performance and opportunities for greater success in an advertiser’s future marketing efforts.
• Envisions and creates proprietary member research insights from all primary research projects in order to deepen advertiser relationships, strengthen advertising performance, and reinforce a position of authority.
• Develops consumer and category insights in order to continually educate the sales team in ways that help them carry more authority in their daily efforts to procure advertising revenue.
• Assists management with planning and developing initiatives that continually raise the bar for the team’s deliverables and processes.
• Manages research contracts and external vendor relationships, with a focus on cost savings and maximizing ROI. Participates in evaluation of new research-related products and services. Maintains the calendar for all department projects. Maximizes annual expenditures by rebalancing resources and developing efficient budget management and solutions.

Qualifications

• Bachelor’s degree in Market Research, Marketing, Business, Social Sciences, or a related field, with eight or more years of progressively responsible experience in market research, consumer insights, analytics, or a related field.
• Demonstrated experience designing and leading custom research programs, including member research, omnibus studies, and other research initiatives that deliver actionable insights and support business and strategic priorities.
• Demonstrated expertise in the 50+ consumer, including experience developing audience insights, estimates, and research-based prototypes for media, marketing, or publishing initiatives.
• Experience supporting data match initiatives and leveraging data and analytics to generate meaningful consumer and business insights.
• Experience managing digital and cross-media brand lift studies and evaluating campaign effectiveness and brand impact.
• Demonstrated ability to develop thought leadership and research-based content for business partners, providers, advertisers, or other external audiences.
• Experience managing research budgets and external research vendors or service provider relationships, with a focus on ensuring effective resource utilization and high‑quality deliverables.
• Demonstrated ability to leverage AI and emerging technologies to drive innovation, improve work quality, and increase efficiency across research and analytics processes.

AARP will not sponsor an employment visa for this position.

Additional Requirements

• Regular and reliable job attendance
• Effective verbal and written communication skills
• Exhibit respect and understanding of others to maintain professional relationships
• Independent judgement in evaluation options to make sound decisions
• Home office environment with the ability to work effectively surrounded by moderate home environment noise

Compensation And Benefits

• 401(k)
• 100% company‑funded pension plan
• Health, dental, and vision plans
• Life insurance
• Paid time off to include company and individual holidays, vacation, sick, caregiving, and parental leave
• Performance‑based and peer‑based recognition
• Tuition reimbursement

Equal Employment Opportunity

AARP is an equal opportunity employer committed to hiring a diverse workforce and sustaining an inclusive culture. AARP does not discriminate on the basis of race, ethnicity, religion, sex, color, national origin, age, sexual orientation, gender identity or expression, mental or physical disability, genetic information, veteran status, or on any other basis prohibited by applicable law.