Audience Strategy Manager

Job Purpose

The Audience Strategy Manager is responsible for defining, developing, and operationalizing customer audience strategies that drive acquisition, engagement, retention, and lifetime value.

Essential Responsibilities

• Develop enterprise audience frameworks aligned to customer lifecycle stages, behaviors, needs, and business priorities.
• Define audience taxonomy, segmentation methodology, and targeting rules.
• Identify high-value customer segments, growth opportunities, and suppression strategies.
• Build scalable segmentation approaches balancing precision, reach, and operational efficiency.
• Translate audience strategies into executable activation plans across email, paid media, web personalization, mobile, and direct channels.
• Partner with channel owners to ensure audience consistency across platforms.
• Define audience eligibility, prioritization, exclusions, and contact strategies.
• Partner with CDP, CRM, and Operations teams to operationalize audience definitions within platforms such as Adobe Real-Time CDP and Adobe Experience Platform.
• Establish business requirements for audience creation, enrichment, and activation.
• Ensure audiences align with identity resolution, consent, and governance standards.
• Monitor audience performance, penetration, conversion, retention, and engagement metrics.
• Analyze audience effectiveness and recommend refinements based on business outcomes.
• Partner with analytics teams on testing strategies, incrementality, holdouts, and experimentation.
• Serve as the central point of contact for audience requests across business units.
• Translate business objectives into audience recommendations and prioritization frameworks.
• Educate stakeholders on audience best practices, governance, and targeting strategy.

Other Duties

Performs other duties and/or projects as assigned.

Knowledge, Skills And Abilities

• Strong understanding of segmentation, customer journeys, first-party data strategy, and personalization.
• Familiarity with paid media audiences, CRM audiences, and omnichannel activation.
• Ability to interpret customer insights, analytics, and business needs into actionable targeting strategies.
• Excellent written and verbal communication and presentation skills with a proven ability to convey complex information and ideas clearly and effectively to a variety of stakeholders and influence decision making.
• Excellent interpersonal skills with an ability to build and maintain relationships.
• Strong project management, organizational, and time management skills with the ability to manage and prioritize multiple projects and tasks simultaneously.

Qualifications

• Bachelor's Degree or equivalent education and experience required.
• 5+ years of experience in audience strategy, CRM, lifecycle marketing, marketing strategy, customer analytics, or marketing operations required.
• Experience building audience strategies in a CDP, CRM, DMP, or marketing automation environment required.
• Hands-on experience with Adobe Real-Time CDP, Adobe Target, Marketo, or similar platforms preferred.
• Experience with SQL, analytics tools, or BI platforms preferred.
• Knowledge of privacy, consent, and audience governance frameworks preferred.