Director, Advertising Insights & Audience Strategy-Xumo

Comcast•Philadelphia, PA

6d•Hybrid

About The Position

Xumo, a joint venture between Comcast and Charter Communications, was formed to develop and offer a next-generation streaming platform for the entire entertainment industry. The company consists of three primary lines of business: Xumo devices, Xumo Play, and Xumo Enterprise. Powered by Comcast’s global entertainment platform, Xumo devices feature a world-class user interface with universal voice search capabilities, making it easy for consumers to find and enjoy their favorite streaming content. Xumo Play is a free ad-supported streaming TV (FAST) service offering hundreds of linear channels and on-demand options. Xumo Enterprise provides tools and services for content creators, distributors, and advertisers to make FAST content more accessible. We are seeking a dynamic and collaborative individual to help drive efforts around our emerging Xumo Identity Platform. This individual will serve as the primary point person for the platform, driving its adoption and integration across the organization to deliver deeper audience insights and enable more effective targeting. This individual will also play a key role in translating audience insights into actionable strategies and compelling narratives that support both internal decision-making and advertiser engagement. This role sits at the intersection of data strategy, ad sales, marketing, product, and revenue enablement. The ideal candidate will have a deep understanding of audience segmentation, targeting, and a proven track record of translating data into actionable strategies that improve engagement and revenue outcomes. Success requires influencing and aligning senior stakeholders across business units through strong credibility and relationship building. Success also requires balancing long-term platform vision with near-term impact—driving adoption of XIP while ensuring its outputs are relevant, actionable, and aligned with business and advertiser needs.

Requirements

Audience Building
Campaign Development
Customer Segmentation Analysis
Data-Driven Decision Making
Digital Advertising
Stakeholder Influence
Targeted Advertising
Bachelor's Degree
10 Years + Relevant Work Experience

Responsibilities

Identify and prioritize high-value and differentiating audience segments within XIP
Partner with Direct Ad Sales to understand advertiser needs and translate audience insights into narratives and go-to-market approaches that inform advertiser strategy and drive measurable revenue outcomes
Develop and drive audience-based go-to-market strategies, including packaging and positioning
Incorporate feedback from sales teams and campaign performance to refine and improve audience offerings over time
Serve as the business owner of audience strategy powered by the Xumo Identity Platform
Lead cross-functional collaboration with ad sales, marketing, product, and technology teams to integrate audience segmentation models into broader analytics and business workflows
Partner with content and editorial teams to align audience segmentation strategies with content and programming decisions, enabling more effective targeting and improved yield
Draft and manage requirements and other supporting business documentation
Develop and evolve audience segmentation frameworks to support personalization, targeting, campaign effectiveness, and overall business value
Collaborate with analytics, marketing, product, and revenue stakeholders to identify and activate high-impact use cases
Establish processes and best practices for segment governance, audience taxonomy, and performance tracking
Drive adoption of data-driven decision making by making audience insights accessible and actionable across teams
Track performance and ROI of targeted campaigns and translate results into insights that inform future segmentation, targeting, and strategy
Stay up-to-date on industry trends and best practices in data-backed audience development and segmentation
Other duties and responsibilities as assigned
Consistent exercise of independent judgment and discretion in matters of significance
Regular, consistent, and punctual attendance
Ability to operate in a fast-paced environment with evolving priorities