Director - Audience Data Strategy

Gap Inc.

About The Position

About the Role The Director of Audience Data Strategy leads the development and execution of qualitative and quantitative research to guide strategic decision-making. This role is also responsible for architecting and connecting first- and third-party data systems to enable a comprehensive view of current and prospective audiences, supporting Gap Inc.’s broader audience management strategy.Sitting within the Marketing Intelligence organization and reporting directly to the Senior Director of Audience Intelligence, you will be responsible for supporting all four of Gap Inc.’s brands by creating data-driven, audience-first strategies to drive best-in-class media and marketing execution. This role is a key part of a new approach for Gap Inc., and you will be tasked with integrating previously disparate efforts across the four brands to create a holistic understanding of each brand’s current and target audience. In this role, you will build a data strategy that enables cross-portfolio efficiency and avoids the pitfalls of audience cannibalization. You will collaborate with counterparts across Insights and Segmentation, in addition to working closely with Gap Inc’s brand teams, Product Management, Advanced Data Analytics, Media Shared Services organization, and Media agency partners. You will serve as the internal subject matter expert on Gap Inc.’s audience strategy, and drive impact across a highly matrixed organization leveraging strong business and communication aptitude. What You'll Do Develop and socialize the playbook around the full portfolio of Gap brands’ audiences and serve a strategic partner to the Media Shared Services and Brand teams during planning and activation processes Iterate and update audience strategies in collaboration with Channel Planning & Activation and Media agency partners to optimize and adjust strategy based on evolving audience dynamics Lead process of leveraging first- and third-party data sets to build target audiences that will optimize media effectiveness across Gap Inc.’s brands Collaborate with the MadTech product team and Gap Inc.’s data science teams to identify priorities for the roadmap and incorporate net new capabilities (e.g. scoring models and CDP) into the data strategy Act as key collaborator and resource for brands during planning process to build compelling audience strategy and provide a holistic view of overall portfolio strategy to ensure cohesion and harmony across brands Serve as Gap Inc.’s internal expert on crafting audience data strategy and supporting the Sr. Director of Audience Intelligence in effectively communicating trends and recommendations to the Media Shared Services organization, Marketing Intelligence function, and individual brand teams Partner with Media Agency partners and Digital and Tech to enable necessary data sharing and collaborative development of strategy built upon key insights across teams with a sophisticated approach to integration of owned data, third party audience data providers and Agency data Design operating model for Gap Inc.’s approach to data collaboration including ‘clean rooms’ to conduct advanced analyses with agency partners’, media platforms (e.g. Meta and Google), and other data partners Provide strategic and tactical support for media campaigns by identifying relevant audiences and ensuring implementation and delivery Collaborate across Audience Data team to bring together holistic strategy across Gap’s portfolio and enable successful campaigns

Requirements

8+ years marketing experience with 5+ years experience audience data strategy (data science, data engineering and adavanced analytics background is preferable). Particularly someone who -prefers to be in the consulting, project management/leadership side of data science or data engineering.
3+ years of experience managing teams, with a proven track record of collaborative leadership, team building, and managing individual contributors. Must be able to coach and train Senior Manager and below leaders with Data Sciennce or advanced analytics background
Experience translating difficult data concepts into easy to understand executive format to share with C-suite leaders. Has the ability to negotiate with both internal stakeholders as well as contract negotiation with various data providers etc.
Experience using data and insights from multiple sources to provide actionable recommendations
Experience with Data Analysis and Manipulation Tools (Excel, Tableau, SQL, Snowflake, Google Analytics, Adobe Analytics)
Experience with Audience segmentation and activation tools (DMP, CDP, Data Onboarders)
Understanding of Customer Data Strategy concepts (1st/2nd/3rd party data, Data Privacy and Suppression, Segmentation) and latest regulatory developments (GDPR, CCPA, etc.)
Experience with audience insights tools, such as Google Insights Finder, Resonate, etc.
Experience in a highly complex, matrixed organizations with a proven track record of working cross-functionally to drive change
Exceptional communication and influencing skills, with the ability to collaborate and drive consensus across multiple teams and functions
Change agent and motivator, with the ability to build bottoms-up teams and approaches, and foster positive culture change at Gap
Entrepreneurial spirit with the ability to work through ambiguity, transform enterprise-wide ways of working, and infuse strategic thinking across levels

Responsibilities

Develop and socialize the playbook around the full portfolio of Gap brands’ audiences and serve a strategic partner to the Media Shared Services and Brand teams during planning and activation processes
Iterate and update audience strategies in collaboration with Channel Planning & Activation and Media agency partners to optimize and adjust strategy based on evolving audience dynamics
Lead process of leveraging first- and third-party data sets to build target audiences that will optimize media effectiveness across Gap Inc.’s brands
Collaborate with the MadTech product team and Gap Inc.’s data science teams to identify priorities for the roadmap and incorporate net new capabilities (e.g. scoring models and CDP) into the data strategy
Act as key collaborator and resource for brands during planning process to build compelling audience strategy and provide a holistic view of overall portfolio strategy to ensure cohesion and harmony across brands
Serve as Gap Inc.’s internal expert on crafting audience data strategy and supporting the Sr. Director of Audience Intelligence in effectively communicating trends and recommendations to the Media Shared Services organization, Marketing Intelligence function, and individual brand teams
Partner with Media Agency partners and Digital and Tech to enable necessary data sharing and collaborative development of strategy built upon key insights across teams with a sophisticated approach to integration of owned data, third party audience data providers and Agency data
Design operating model for Gap Inc.’s approach to data collaboration including ‘clean rooms’ to conduct advanced analyses with agency partners’, media platforms (e.g. Meta and Google), and other data partners
Provide strategic and tactical support for media campaigns by identifying relevant audiences and ensuring implementation and delivery
Collaborate across Audience Data team to bring together holistic strategy across Gap’s portfolio and enable successful campaigns