Paid Media Audience Strategy & Data Architecture Lead

Audience Strategy & Planning

Develop audience strategies that support customer acquisition, cross-sell, engagement, and retention objectives.
Determine the optimal timing, channel, and messaging approach for audience engagement.
Partner with business stakeholders to identify high-value audience opportunities aligned with strategic priorities and establish audience selection methodologies, segmentation standards, and measurement frameworks.

Customer Insights & Audience Development

Leverage first-party data, analytics, and customer insights to identify actionable audience segments.
Evaluate audience performance and recommend optimizations based on campaign results and changing business objectives.
Collaborate with analytics and data science teams to develop propensity models, lookalike audiences, and predictive targeting approaches and translate complex customer data into clear audience recommendations for marketing teams.

Data Architecture & Audience Enablement

Design and oversee data flows supporting audience creation, activation, and measurement across marketing and advertising platforms.
Partner with technology and data engineering teams to ensure audience data is integrated and distributed effectively.
Support identity resolution, customer matching, audience onboarding, and activation processes and ensure audience strategies can be operationalized and scaled across multiple activation platforms.

MarTech & AdTech Strategy

Guide audience activation across digital marketing, paid media, CRM, and customer engagement platforms.
Partner with media teams to align audience strategies with channel capabilities and business objectives.
Evaluate and recommend tools, platforms, and processes that improve audience management and activation effectiveness and serve as a subject matter expert on audience strategy, data-driven targeting, and customer segmentation.

Governance & Controls

Ensure audience creation and activation activities comply with established privacy, compliance, and data governance requirements.
Maintain documentation related to audience frameworks, segmentation methodologies, business rules, and activation processes.
Partner with risk, legal, and compliance teams to support governance reviews and audits.

Cross-Functional Leadership

Lead collaboration across Marketing, Media, Analytics, Data Science, Technology, Product, and Compliance teams.
Influence strategic decision-making by providing data-driven audience recommendations and present audience strategies, insights, and performance results to senior stakeholders.