SHAUN COOPER
Altona North
Summary
Strategic and data-driven consumer insights leader with 15+ years experience across sport, wagering, media, banking, and FMCG industries. Proven track record managing complex quantitative and qualitative research programs, and skilled in translating complex data into simple stories that enhance brand equity, audience engagement, and profitability.
Overview
15
15
years of professional experience
Work History
Insights and Research Manager
Sports Entertainment Network
03.2023 - Current
- Lead national insights function across SEN's multi-platform media network
- Drove 10.8% YoY revenue growth through audience segmentation and data storytelling
- Supported sales and marketing with evidence-based strategies driving record sales.
- Delivered market and trend intelligence to support podcast audience leadership
- Uncovered and highlighted key market and category trends, to drive record audience growth in developing Sydney and Brisbane markets.
Research Manager
Sportsbet
03.2022 - 03.2023
- Delivered strategic insights to a fast-paced business, prioritizing customer-centric thinking.
- Conducted regression analysis, identifying customer experience, speed, and ease as loyalty drivers, redefining product experience and focus.
- Refined product messaging, achieving record top-of-mind awareness of 44% in December 2022.
- Drove brand affinity through continuous assessment of customer needs and market trends, delivering increased primary account results for Sportsbet by enhancing product relevance in 2022.
Marketing Analyst
Cricket Australia
08.2019 - 03.2022
- Elevated fan engagement by delivering data-driven insights aligned with business objectives, to foster love for the game of cricket.
- Managed diverse data sets to create a comprehensive view of audience behaviour and preferences.
- Integrated customer segmentation into Cricket’s data ecosystem, identifying growth segments and achieving 5% annual audience growth despite COVID restrictions.
- Optimized media targeting strategies, resulting in record registrations for Early Learning Programs during 2020/21 lockdowns.
- Conducted thorough analysis of macro trends during the pandemic to inform strategic decisions, leading to increased linear TV audiences and record streaming figures.
- Led marketing initiatives in innovation projects, including brand health tracking and advertising effectiveness studies.
- Implemented CRM reporting to enhance service delivery for Cricket’s top fans, achieving 50% reduction in direct marketing sends while improving engagement.
Marketing Insights & Analytics Manager
Data2Decisions – Dentsu Aegis Network
10.2018 - 07.2019
- Oversaw many simultaneous ongoing projects, delivering data-driven insights to enhance marketing and communication strategies for leading brands.
- Collaborated with media, creative, and public relations teams to achieve optimal outcomes.
- Served as a conduit between data analytics and media teams to drive strategic initiatives.
- Conducted Media Mix Modelling for key accounts, including Holden and Medibank/AHM.
Research Manager
Data2Decisions – Dentsu Aegis Network
10.2017 - 10.2018
- Headed the research team in Melbourne to leverage consumer insights, and develop actionable strategies for leading brands across multiple industries.
- Mentored junior researchers, fostering professional growth and facilitating knowledge transfer between team members.
Research Manager
Acorn Marketing & Research Consultants – Hong Kong
01.2017 - 09.2017
- Delivered Executive level strategic insights and recommendations to leading global brands.
- Developed and executed hybrid segmentation studies across emerging and established Asian and Middle Eastern markets for a major wine and spirits company.
- Led large-scale brand health tracking study for global banking corporation across 15 markets covering Australasia, Middle East, and Africa.
- Acted as strategic partner for global banks and luxury hotel chains during brand repositioning amid acquisitions.
- Managed research teams conducting qualitative and quantitative projects including segmentation and advertising effectiveness testing.
Assistant Research Manager
Acorn Marketing & Research Consultants – Hong Kong
03.2014 - 12.2016
Senior Research Executive
Acorn Marketing & Research Consultants – Hong Kong
07.2012 - 03.2014
Senior Research Executive
Anovation International Ltd.
08.2011 - 07.2012
Research Executive
Anovation International Ltd.
07.2010 - 07.2011
Data Analyst – Trainee
Markov-IT
01.2010 - 07.2010
Education
Bachelor of Economics -
University of Adelaide
Social Science Research Methods - Qualitative Research Methods, Quantitative Research Methods
HKU Postgraduate Summer School
Hong KongSkills
- Data-driven storytelling
- Strategic thinking
- Communication skills
- Problem solving
- Team leadership
- Brand strategy
- Quantitative & qualitative research
- Customer segmentation
- Statistical software proficiency
- Google Analytics 360
- SQL and database management
- Microsoft Office Suite expertise
Training
- Using Chat GPT for Quantitative Research and Insights - 2025
- Using Copilot for Quantitative Research and Insights - 2025
- Advanced SQL Queries Training Course – 2021
Acorn Marketing & Research Consultants
Intensive regional training programs
- ABC (Acorn Boot Camp) – 2013
- YET (Young Executive Training) – 2012
Timeline
Insights and Research Manager
Sports Entertainment Network
03.2023 - Current
Research Manager
Sportsbet
03.2022 - 03.2023
Marketing Analyst
Cricket Australia
08.2019 - 03.2022
Marketing Insights & Analytics Manager
Data2Decisions – Dentsu Aegis Network
10.2018 - 07.2019
Research Manager
Data2Decisions – Dentsu Aegis Network
10.2017 - 10.2018
Research Manager
Acorn Marketing & Research Consultants – Hong Kong
01.2017 - 09.2017
Assistant Research Manager
Acorn Marketing & Research Consultants – Hong Kong
03.2014 - 12.2016
Senior Research Executive
Acorn Marketing & Research Consultants – Hong Kong
07.2012 - 03.2014
Senior Research Executive
Anovation International Ltd.
08.2011 - 07.2012
Research Executive
Anovation International Ltd.
07.2010 - 07.2011
Data Analyst – Trainee
Markov-IT
01.2010 - 07.2010
Bachelor of Economics -
University of Adelaide
Social Science Research Methods - Qualitative Research Methods, Quantitative Research Methods
HKU Postgraduate Summer School
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