Group Director, Audience Analytics

Omnicom Media•New York, NY

About The Position

The Group Director, Audience Analytics is a strategic leadership role responsible for shaping and driving audience work for a major entertainment client. This role leads a team of approximately six and is critical in developing innovative, data driven audience visions, translating them into actionable plans, and securing client buy-in across a diverse portfolio of entertainment properties. This leader must be a compelling storyteller through data, capable of translating complex information into clear and actionable insights. The Group Directorwill be a key partner to the client, internal strategy, media planning, and activation teams, ensuring audience insights are at the heart of marketing and media decisions, both strategically defining target customers and tactically building audience segments for activation. This leader will champion a data-driven approach to audience understanding, segmentation, and activation, focused on driving business growth for the client. A critical component of this role includes portfolio-level insights that guide not only media execution but also broader marketing and business strategies and supporting client (POVs) on key audience-related topics.

Requirements

Proven history of developing and implementing successful addressable audience strategies that drive business results.
Strong understanding of audience segmentation, targeting, and activation techniques across various media channels.
Experience with data management platforms (DMPs), customer data platforms (CDPs), and other marketing technology solutions.
Excellent communication, presentation, and people skills, with the ability to effectively communicate complex information to both technical and non-technical audiences.
Proven ability to lead and develop high-performing teams.
Strong client management skills, with the ability to build and maintain relationships with senior-level stakeholders.
Deep understanding of the entertainment landscape, including trends in content consumption, audience behavior, and media platforms.

Nice To Haves

8+ years of experience in audience strategy, data analytics, or marketing, in an agency environment. Focus on the entertainment industry a plus.
Advanced analytics and strategic market research knowledge are a plus.
Familiarity with IPG's InterAct platform or similar data and analytics tools.
Understanding of the entertainment landscape, including trends in content consumption, audience behavior, and media platforms

Responsibilities

Lead the development of comprehensive audience strategies and visions that align with the client's overall business objectives and marketing goals, overseeing the audience work across both the holistic portfolio level and for individual brands within that portfolio.
Identify and champion new and innovative approaches to audience targeting, segmentation, and engagement, leveraging the latest data, technology, and industry trends.
Steer the creation of compelling audience narratives and presentations that effectively communicate insights and recommendations to clients and internal stakeholders.
Own the development, maintenance, and evolution of comprehensive audience playbooks that document best practices, audience insights, segmentation strategies, and activation tactics. Ensure the playbooks are regularly updated and promoted across the team.
Oversee onboarding, integration and adoption of first-party data into IPG’s InterAct platform, including legal and operational coordination.
Pioneer novel approaches and work to best frame the use of data in all use cases from understanding and helping on client’s data roadmaps, activating omni-channel addressable strategies, guiding dynamic creative strategies, etc.
Guide development and management of client’s data driven marketing by educating clients on how data and tech can help unlock consumer insights and activation/engagement.
Manage, mentor, and develop a team of audience professionals, fostering a collaborative and high-performance environment.
Provide guidance and support to team members in the development of audience insights, segmentation strategies, and activation plans.
Implement processes and required standardization best practices to ensure audience/data integrity across Audience team outputs.
Ensure the team has the necessary resources, training, and tools to effectively execute their responsibilities.
Promote a culture of innovation, continuous learning, and data-driven decision-making within the team.
Serve as a primary point of contact for senior-level client stakeholders, building strong relationships and establishing trust.
Proactively identify client needs and opportunities to enhance audience strategy and drive business growth.
Present audience insights, strategies, and recommendations to clients in a clear, concise, and persuasive manner.
Manage client expectations and ensure the timely delivery of high-quality work.
Support the development of client points of view (POVs) on key audience-related topics, such as data privacy, emerging platforms, and evolving consumer behavior, providing data, insights, and strategic recommendations. Where necessary, develop and present client POVs on behalf of the agency.
Collaborate closely with internal strategy, media planning, and growth analytics teams to ensure audience insights are integrated into all aspects of the process.
Partner with the audience science team to leverage advanced modeling and data mining techniques to enhance audience understanding and segmentation.
Work with media partners and technology vendors to identify and implement innovative audience targeting solutions.
Be an Audience/Data expert and partner with internal teams and vendors to deliver POVs, drive excellence and ensure seamless execution from strategy to activation.
Partner with Growth Analytics to determine success metrics and KPIs, optimize performance and provide reporting updates based on Audience segmentation and learning agendas.
Stay abreast of the latest trends and best practices in audience strategy, data analytics, and marketing technology.
Identify and champion opportunities to develop thought leadership content and present at industry events.
Contribute to the development of new agency products and services related to audience strategy and data-driven marketing.