Julie Perlish
- Role
- Senior Vice President, Insights and Strategy (Paramount Media Networks & Mtve Studios) at Paramount at Paramount
- Location
- New York, NY, US
- LinkedIn followers
- 500 followers
About Julie Perlish
Strategic Innovative Gracious Adaptable Resourceful Consumer insights…
Experience
Senior Vice President, Insights and Strategy (Paramount Media Networks & Mtve Studios) at Paramount
Apr 2019 — Present · New York, NY, US
Responsible for research & insights to inform global strategy for PMN and MTVE Studios. Notable achievements include: Informed MTVE strategy for launch of Paramount+; optimal brand positioning, genre/content whitespace opportunities, priority growth audiences, and marketing guidance to drive subscription and retention. Provided roadmap for global expansion in 10+ priority markets (Europe LATAM, Australia, Asia) through analysis of audience behaviors, perceptions, industry trends, preferences, and cultural context Evolved content development process to establish metrics and benchmarks; infused research guidance from inception to completion using performance data, consumer insights, and financials/profitability measures Enhanced marketing effectiveness measures, focused on optimization of touchpoints and creative; initiated marketing mix modeling to identify best practices and maximize marketing and media planning efforts; guided creative testing and execution. Established more comprehensive brand health tracking, overlaying industry trends, competitive analysis, and cultural intelligence, to inform brand strategy, brand positioning, and potential PR/Comms beats Advised strategy for MTVE Social Impact initiatives around mental health, civic engagement, voter turnout, and youth well-being; partnered with academic institutions and non-profit agencies to execute research plan; interpreted/visualized data, and recommended headlines for PR/Comms. Evaluated brand integration opportunities in emerging platforms, including NFTs, Metaverse, podcasts, and TikTok; introduced research to determine fair market value for sponsor placements related content Pioneered an immersive research agenda aimed at humanizing Gen Z (the next generation of audience/consumer) beyond data; shaped strategic investments, prioritized social initiatives, and drove content and brand decisions to build youth resonance and affinity
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