Natalie Muir
Sydney,NSW
Summary
Experienced Insights Lead with an extensive history of working in the broadcast media industry, both on owner and agency side.
Skilled in working closely with stakeholders (from Executive level and below), to influence and inform key business decisions via multiple data sets.
Possesses genuine enthusiasm and curiosity for research / audience insights and storytelling through data.
Extensive background managing high performing Data & Insight teams (both in person and remotely) and applies an approachable, encouraging management style.
Demonstrated analytical skills with the ability to interpret complex data and present it in a clear and actionable manner.
Overview
26
26
years of professional experience
Work History
Insights Lead, APAC
Blis
07.2022 - 07.2023
- Develop meaningful responses to client briefs (proactive and reactive) that align with client strategies and objectives, across ANZ and Asia
- Manage and mentor APAC Insights Manager (located in Mumbai)
- Oversee APAC research projects (such as brand uplift studies), as well as deep dives into campaign performance, highlights, challenges and what might be improved on
- Analyses into various audience behaviours via mobile phone, laptop devices and footfall for blue chip clients across key categories such as Technology, Entertainment, Automotive, Retail and Quick Service Restaurants
- Work closely with APAC Sales / Data / Client Service / Creative teams both locally and globally to help drive revenue and meet KPIs
Cross Platform Insights and Reporting Lead
Special Broadcasting Services Australia (SBS)
11.2016 - 07.2022
- Cross Platform Insights Reporting Lead, within SBS’ Audience Data & Insights department (role expanded in Dec 2019, formerly Audience Data and Insights Manager. In 2019, my team grew from two direct reports to six)
- FY22 achieved a Cross Platform Insights Reporting team Employee Engagement Score of 100% (versus 86% SBS average and 68% industry average)
- FY22 + FY23 yearly Focus Review ranking of ‘Exceeded Standards’
- Service multiple stakeholders within SBS, to help achieve business objectives. Influence and inform programming decisions, through data and insight
- Collaborate across stakeholders from key divisions of SBS, including Senior Leaders / Executives in Media Sales, TV + On Demand / BVOD, Digital, Content, News + Sport, Corporate Strategy and Finance
- Regularly compile and present audience performance insights, typically via a storytelling type approach, up to Executive level for both linear TV and SBS On Demand
- Lead and mentor a team of six Reporting Analysts / Senior Reporting Analysts
- Maintain a regular reporting schedule, which informs SBS on audience performance and trends – both at a Network level and on the media landscape as a whole, as well as KPI tracking and measurement
- Equip the Media Sales team with tailored insights used to respond to agency briefs, always finding and highlighting the ‘Why SBS?’ story
- Develop and present audience projections for planned programming
- Responsible for report transformation, to meet the ever changing needs and standards of the organisation
- Work closely with other divisions within the Audience Data & Insights team (i.e Custom Research / Audience Relations) to develop quantitative and qualitative research projects
Strategy and Insights Manager
oOh Media, Of Home
01.2015 - 01.2016
- Manage the development and rejuvenation of major sales presentations (reactive, proactive and category)
- Project management of all research / insights programs – this includes bespoke research programs and recall studies
- Compile insights and data to include in client presentations that are powerful, user friendly and relevant key advertising partners and their objectives
- Police the structure and the final approval of documents released to market
- Conduct training programs for new staff members
- Recruit new staff for the Media Solutions Department
- Mentor and oversee two direct reports: Integration Coordinator and
- Strategy and Insights Executive
Strategy and Research Manager
Macquarie Radio Network, Nine Entertainment
01.2012 - 01.2015
- Lead the development of research and strategy from idea to action including in depth research to understand opportunity, current market positioning, competitors and financial value through to developing comprehensive execution plans
- Provide research feedback, collateral and developed strategy to 2GB / 2CH
- Sales Directors and approximately 30 sales staff
- Continually sell the story of ‘Why 2GB
- Why Talk Radio?’, through meaningful data and insights
- Present the results, highlights, insights and analyses of radio ratings survey release to 2GB stakeholders twice every quarter
- Hold induction training for new staff particularly educated them on the role of the Research Department, along with how to use radio ratings software and interpretation of results
Marketing and Strategic Insights Specialist
Commercial Radio Australia
01.2010 - 01.2011
- Supply the radio industry with meaningful insights about the power of radio as a medium, worked closely with third party researchers to develop findings that ultimately would form the themes for radio industry brand campaigns
Senior Media Planner/Buyer
PMA Communications Group, PMACG
01.2005 - 01.2010
- Media planning and buying at a senior level, across most media platforms, such as TV, online, radio, outdoor and print
- Negotiation of media costs and added value with suppliers
- Present proposed media plans and rationale to clients for approval
- Cultivate / maintain strong relationships with clients and media sales representatives
Media Planner /Buyer
Starcom MediaVestGroup
01.2000 - 01.2004
- Media planning and buying across most media platforms, such as TV, online, radio, outdoor and print
Advertising Coordinator
Australian Consolidated Press, ACP, The Australian Women’s Weekly
01.1998 - 01.2000
- Provide sales support to Advertising Sales Account Managers
Education
Bachelor of Arts - Communications
University of Western Sydney (formerly UWS)
Macarthur03.2000
Skills
- Arianna / eTAM (TV audience analysis)
- Nielsen Consumer & Media View (multi-media consumer database)
- Roy Morgan Asteroid (multi-media consumer database)
- Nielsen AdViews (advertiser spend)
- Adobe Analytics Report Builder (online analysis)
- GFK Probe (radio audience analysis)
- Microsoft Office (Excel, PowerPoint, Word, Outlook)
- SPSS
- SQL
- Tableau
Hobbies
Trivia nights, live music, dance class, Les Mills classes, half marathons, attending comedy shows
Timeline
Insights Lead, APAC
Blis
07.2022 - 07.2023
Cross Platform Insights and Reporting Lead
Special Broadcasting Services Australia (SBS)
11.2016 - 07.2022
Strategy and Insights Manager
oOh Media, Of Home
01.2015 - 01.2016
Strategy and Research Manager
Macquarie Radio Network, Nine Entertainment
01.2012 - 01.2015
Marketing and Strategic Insights Specialist
Commercial Radio Australia
01.2010 - 01.2011
Senior Media Planner/Buyer
PMA Communications Group, PMACG
01.2005 - 01.2010
Media Planner /Buyer
Starcom MediaVestGroup
01.2000 - 01.2004
Advertising Coordinator
Australian Consolidated Press, ACP, The Australian Women’s Weekly
01.1998 - 01.2000
Bachelor of Arts - Communications
University of Western Sydney (formerly UWS)
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