Temporary Associate Director, Audience & Data Strategy

Responsibilities

• Collaborate with Strategy/Comms Planning and Planning on mapping growth audiences and ensure they can be translated into actionable and addressable audiences.
• Deliver audience insights, market and audience sizing, and overlap analysis to support growth strategies.
• Create audience insights: market, and audience sizing, behavioral insights on personas, to refine the audience segmentation.
• Utilize audience data sources to identify and inform sources of business growth, audience behaviors, and media habits and consumption.
• Identify and evaluate most relevant data sources within Omnicom’s proprietary data platform and/or clients’ data environment (survey, behavioral, purchase, location, etc…).
• Identify data gaps and suggest improvements to data strategies.
• Update clients about industry trends that impact audience strategies (publisher data platforms, cookie deprecation, etc).
• Champion audience-first solutions.
• Deliver an audience strategy through collaboration with cross-functional team.
• Identify opportunities and drive the use of advanced audience approaches and/or application of client segmentation into media planning and activation.
• Create audience activation strategy to support brand objectives, in collaboration with Investment and Activation, and push audiences into platforms for activation.
• Leverage L’Oréal USA data platform (Neustar) to support audience creation and insights.
• Define specifications for custom audience builds to be created by Data Science in partnership with Audience Analytics and in-house teams.
• Update clients about industry trends/changes impacting audience strategies.
• Audience architecture:
• Define data criteria to guide audience-based planning.
• Utilize audience data sources to identify and inform on audience behavior and sources of business growth, media habits and consumption with particular emphasis on multicultural growth target.
• Provide audience insights and behaviors.
• Audience creation:
• Create audience segments using data science techniques in partnership with Audience Analytics and in-house team.
• Build data-driven view of consumer purchase journey.
• Assess key areas of audience strength and weakness; prioritize key phases of communications experience where audience growth and behavior changes and media pressure are required.

Qualifications

• Industry Knowledge in marketing analytics and data (1st and 3rd party data solutions, data platforms, aggregated and user level data).
• Expertise in audience-based marketing and data-driven advertising.
• Solutions oriented: analytic skills, critical thinking and problem-solving skills to drive issues to resolution.
• Proven leadership ability and strong, impactful client relationship experience.
• Stellar communication and presentation skills.
• Great collaboration skills.
• Comfortable working in ambiguous situations.
• Passionate about driving change by adopting emerging technologies in the advertising space.
• 3+ years of audience/data strategy experience in advertising, marketing or digital consulting.
• TBD