VP, Ad Sales Research & Insights

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.

The VP, Ad Sales Research & Insights will lead the transformation of the research function from a primarily reactive, RFP-driven capability into a proactive, modern research and insights organization that drives business growth. This leader will develop innovative approaches to audience intelligence, ad effectiveness, digital attribution, and measurement that demonstrate tangible business outcomes for clients and partners. The VP will diversify the organization’s research tools and vendor ecosystem while leveraging foundational platforms such as MRI to generate actionable insights about the 50+ audience. The role will also serve as a visible industry thought leader, representing the organization with clients, at industry events, and through research-driven points of view. Success will require strong leadership, commercial orientation, analytical expertise, and the ability to translate research into compelling stories that strengthen revenue and client relationships.

• Transforms complex datasets, both primary and secondary, into clear, compelling narratives and actionable insights that shape strategy, audience development, and opportunities across enterprise priorities.
• Develops an annual research agenda for the department plans based on voiced and inferred needs of the enterprise and optimizes impact with the available resources.
• Liaises and collaborates with leaders/stakeholders from across the enterprise to apply marketplace and consumer insights that may inform policies, advocacy positions, business strategies, and product or program development, to drive strategies and decisions.
• Meets with leadership from across the organization to hear evolving needs and assess the value of insights produced by the team. Participates in external committees and/or forums to share, learn, and apply best practices. Owns the testing and experimentation agenda, including test design, learning priorities to scale what works across the business unit.
• Leads selected strategic initiatives with material impact to the enterprise. Collaborates with senior leadership to develop scenarios and translate consumer and marketplace insights into long-term goals and strategic plans to ensure continued success in growth and profitability.
• Oversees key market intelligence and insights to provide input to planning and enables effective strategic, tactical and operational decision-making.
• Identifies emerging trends, competitive threats, and whitespace opportunities to guide long-term strategy.

• Bachelor’s degree in research, marketing, analytics, business, social sciences, or a related field.
• 10+ years of progressive experience in market research, audience insights, consumer research, analytics, media research, or a related discipline, with experience leading enterprise-level research strategies.
• Management experience, including leading and developing research professionals, establishing goals and performance expectations, conducting performance reviews, and building high-performing teams.
• Demonstrated experience developing modern research and measurement strategies, particularly in digital attribution, ad effectiveness, audience measurement, and demonstrating business outcomes such as brand perception, purchase intent, website visitation, or revenue impact.
• Proven ability to translate complex research and data into compelling business insights and stories that influence clients, partners, senior leaders, sales strategies, and investment decisions.
• Experience evaluating, implementing, and diversifying third-party research tools, data sources, and vendor partnerships, with the ability to identify innovative solutions beyond traditional research providers.
• Strong understanding of MRI or comparable syndicated research platforms, including the ability to develop and interpret custom audience queries and translate findings into actionable insights.
• Demonstrated thought leadership and executive presence, including experience presenting research and insights to clients, senior executives, and external audiences at industry conferences, events, or other forums.

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

AARP offers a competitive compensation and benefits package including a 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 and 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.