General information
Agency: Initiative
Function: Data & Analytics
Seniority Level: Director
Employment Type: Full-Time
Location: New York, United States
Job Ref#: 16613
Description & Requirements
Position Summary
The Audience Strategy team is a function within the Strategy craft, built to strengthen our data led products and services throughout the agency and evolve and future proof the client’s audience first, data driven and outcome-based approach across all media buys. The Audience Strategy Team works cross-functionally and connects agency’s proprietary people-based data to enable data-driven decisions throughout planning and activation and maximize client’s business outcomes.
The Director, Audience Strategy, will act as a day-to-day point of contact on specific client teams focusing on developing robust data informed solutions to the client in collaborations with Client Solutions, Strategy, Comms Design and Partnership teams and make sure addressable audience strategy is developed and executed across all media channels to reach the highest value audiences. The Director, Audience Strategy is a digital native and an expert in leveraging agency’s proprietary data and platforms and play a pivotal role in accelerating client’s audience centric and data driven efforts. To be successful in this role, the person needs to be eager to learn and leverage emerging tech and data solutions, uncovering the insights and have an entrepreneur mentality to bring and develop new ideas and solutions to the team. This is a client facing role and the person will work closely with client to help connect client’s MarTech and AdTech solutions to provide consultancies across paid, owned and earned media ecosystem and develop the foundation for client’s addressable media approach. The Director, Audience Strategy will also help evolve and modernize Initiative’s audience first approach and bring addressable data driven thinking to the forefront.
Key Responsibilities
• Leverage agency’s proprietary data and platform to identify the highest value audiences and develop audience first, addressable strategies that reach the highest value consumers and maximize business goals and outcomes
• Understand data and digital media ecosystem and bring new audience and data opportunities to each campaign and guide the quantification of connection encounters holistically
• Conduct business and audience analysis and provide the insights and outputs to planning teams that can help define audience profiling and segmentation
• Identify channels, tactics and data sources (across 1P, 2P and 3P) that help accurately translate key audiences in media and maximize the performance outcomes of the campaigns
• Familiar with outcome-based planning to forecast and deliver on specific business KPIs
• Guide development and management of client’s data driven marketing by educating clients on how data and tech can hep unlock consumer insights and activation/engagement
• Collaborate with Client Solutions team to develop a clear Audience learning agenda and measurement framework and KPIs
• Develop trusted advisor relationships with internal teams and external clients and bring education and consultancy on how people-based data can be leveraged across the planning and activation process throughout the media channels
• Pioneer new approaches and work to best frame the use of data in all use cases from understanding and helping on client’s 1st Party data roadmaps, activating omni-channel addressable strategies, guiding dynamic creative strategies and defining closed-loop audience measurement approach
• Collaborate with Client Solutions and other internal teams to assess performance data and bring optimization and interpretation thoughts and recommendations
• Facilitate audience and data testing framework in collaboration with Client Solutions and cross-functional teams that can unlock audience learnings
• Champion in innovation and help client educate and develop forward-thinking digital roadmap and testing plan in facing the cookie-less world
• Understand value proposition for key data and media vendors and partners and manage the relationships and help evaluate and provide recommendations in partner selections
Desired Skills & Experience
• BA/BS degree in related filed
• Minimum 7 years’ experience in audience development, data driven marketing and/or digital marketing with a strong understanding in ad tech landscape and biddable media ecosystem (across search, social, or programmatic)
• Intellectual curiosity and solid understanding in data and digital media ecosystem with the ability to see from the brand’s business lens
• Experience working on holistic, cross-channel media recommendations and optimizations that is tied to business outcomes, from both a strategic and birds eye view to a technical implementation
• Experience in building audience based and performance-based media plans using outcomes and KPIs to determine digital partner and channel splits
• Have a strong knowledge of digital marketing technologies, including DSP, DMP, Ad Server, Ad Verification, Site Analytics and audience syndication and measurement tools
• Hands on experience working on a DMP, CDP or CRM platform or other ad tech platforms for audience development, onboarding or/and syndication and taxonomy structure maintenance strongly preferred
• Experts in all media activation channels (programmatic, social, search, TV, OOH, etc.) and understand full funnel addressable activation best practices
• Proven experience in developing data-driven insights for clients
• Proven success in collaborating across multiple teams, handling multiple high priority projects in a fast-paced setting
• Experience in managing multiple clients, and teams and prioritizing projects and deliverables
• Experience in managing or developing a team and can delegate and oversee direct reports
• Excellent written, verbal communication and presentation skills including the ability to develop story-telling presentation decks
• Required PC proficiency and solid working knowledge of Microsoft Office (MS Word, Excel, PowerPoint, etc.)
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Wage and Benefits
We offer a Total Rewards package that includes medical and dental coverage, 401(k) plans, flex spending, life insurance, disability, employee discount program, employee stock purchase program and paid family benefits to support you and your family. To give you the ability to better meet your personal needs, and in support of your physical and emotional well-being, you will receive discretionary time off days and company-wide Appreciation Weeks and Wellness Days.
We also offer a competitive Total Compensation package, including a competitive salary and eligibility for an annual discretionary incentive award or a relevant incentive award.
The salary range for this position is $145,000 to $175,000. Where an employee or prospective employee is paid within this range will depend on, among other factors, actual ranges for current/former employees in the subject position, market considerations, budgetary considerations, tenure and standing with the Company (applicable to current employees), as well as the employee’s/applicant’s skill set, level of experience, and qualifications.
Minimum Salary
145,000
Maximum Salary
175,000
Employment Transparency
It is the policy of Mediabrands, division of the Interpublic group, to provide equal employment opportunities to all employees and applicants for employment without regard to race, color, ethnicity, gender, age, religion, creed, national origin, sexual orientation, gender identity, marital status, citizenship, genetic information, veteran status, disability, or any other basis prohibited by applicable federal, state, or local law.
Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties, or responsibilities that are required of the employee for this job. Duties, responsibilities, and activities may change at any time with or without notice.
The employer will make reasonable accommodations in compliance with the American with Disabilities Act of 1990. The job description will be reviewed periodically as duties and responsibilities change with business necessity. Essential and other job functions are subject to modification. Reasonable accommodations may be provided to enable individuals with disabilities to perform the essential functions.
For applicants to jobs in the United States: In compliance with the current Americans with Disabilities Act and state and local laws, if you have a disability and would like to request an accommodation to apply for a position with Mediabrands, please email accommodation@mbww.com.
LinkedIn Recruiter Tag
#LI-DNI
About Us
Initiative is different to other media agencies.
We are not trapped by a legacy structure primarily centered on paid advertising. Instead, we are liberated by a new world structure designed to deliver highly differentiated and highly effective communications strategies for our clients.
We are the world’s fastest growing media agency built upon the strongest strategic capability of any agency in the market. Core to this strategic proposition is the belief that the faster a brand can move through culture the more relevant it can become.
We call this Cultural Velocity ™.
Our process is designed to create ideas that move through culture through unique insight, market leading analytics and strategic media brilliance.
Our new world model is comprised of “craft centers” – Client Advice and Management, Strategy, Communications Design, Partnership and Culture, Insights & Analytics.