Associate Director, Audience Analytics

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
• Be on a forefront of the latest industry developments (changes in privacy laws and regulations, cookiesless, etc.)
• NEED THIS BROKEN INTO REQUIRED VS DESIRED
• Required Skills & Experience
• 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, CRM platform, onboarding partners, other ad tech platforms for audience development, onboarding or/and syndication and taxonomy structure maintenance strongly preferred
• Proven experience in developing data-driven insights for clients
• 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.)
• Desired & Experience
• Minimum 5 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)
• Expertise in all media activation channels (programmatic, social, search, TV, OOH, etc.) and understand full funnel addressable activation best practices
• Proven success in collaborating across multiple teams, handling multiple high priority projects in a fast-paced setting
• Understanding of audience strategy approach in health industry, understanding of privacy regulations and restrictions
• Experience driving omnichannel strategies for clients
• $120K
• To the extent permissible by local law, Omnicom’s policy requires employees to work in the office for a minimum of three days a week, unless additional in-office days are directed by their agency or manager.
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