Audience Planning Manager/ Marketing Data Strategy Manager

Role Purpose

The Audience Planning Manager will be a key driver in the digital transformation journey, focusing on Data-Driven Marketing (DDM) and the strategic leverage of 1st Party Data (1PD). This role sits at the intersection of data analytics, media strategy, and marketing technology, responsible for transforming raw consumer data into actionable growth strategies.

Core Responsibilities

Audience Planning & Execution

Segmentation & Cohorts: Segment audiences to deliver personalized content. Create targetable cohorts for deployment across Google Ads, Facebook, Instagram, and LinkedIn.
Campaign Optimization: Work hand-in-hand with media agencies and social platform technical teams to deploy datasets. Analyze the performance of 2PD and 3PD vs. 1PD to establish efficacy norms for various product categories.
Growth Strategies: Develop and execute audience growth strategies across 1:1 Marketing channels and digital platforms.

Advanced Analytics & Insights

Performance Monitoring: Monitor and report on KPIs to measure the success of audience engagement initiatives. Conduct regular A/B testing to refine messaging.
Social Listening: Gather consumer intelligence via social listening to inform actionable content plans.
Strategic Roadmapping: Drive the agenda for Marketing Mix Modeling (MMM) and AI initiatives, harmonizing analytics into marketable insights.

Data Strategy & Governance

1PD & 2PD Stewardship: Utilize data analytics tools to monitor and analyze audience behavior. Lead internal 1PD audits and enrich datasets by cross-referencing inter-category data.
Compliance: Ensure all data management and processing operations strictly adhere to local Personal Data Protection policies.
Data Enrichment: Identify and manage external data partnerships to further enrich 1PD and develop deep behavioral consumer profiles.

Technical Requirements & Qualifications

Platform Expertise: Hands-on experience with CDPs (e.g., Gigya), Google Analytics 4 (GA4), and various data acquisition/social media platforms.
Analytical Skills: Proficiency in data-driven marketing (DDM) workflows and the ability to interpret complex data sets.
Media Knowledge: Strong understanding of paid advertising ecosystems and how data integrates with media buying.
Collaboration: Proven ability to work in a cross-functional environment, aligning digital audience strategies with overall business goals.

Preferred Skills (Not Mandatory)

Experience in Predictive Modeling to forecast audience churn or lifetime value.
Background in SQL or Python for more advanced data manipulation within the CDP environment.
Familiarity with Clean Room environments for secure 2nd party data sharing.