Manager, Audience & Data Strategy

Adelphi Group•Atlanta, GA

4d•$60,000 - $95,000•Hybrid

About The Position

The Audience Analytics team strengthens Omnicom Media’s data-driven products and services, supporting clients’ audience-first, data-driven, and outcome-based approaches across media buys. It uses proprietary people-based data to inform planning and activation and to help maximize client business outcomes. The Manager, Audience Analytics is a day-to-day contact for specific client teams and develops data-informed solutions in collaboration with Client Solutions, Comms Strategy, Comms Design, and Partnership teams. The role helps develop and execute addressable audience strategies across media channels to reach high-value audiences. It is client-facing and involves helping clients integrate MarTech and AdTech solutions, with support and recommendations across paid, owned, and earned media. The Manager applies addressable, data-driven thinking in daily work and supports clients’ audience-centric efforts. The role requires proficiency in digital media and the ability to use the agency’s proprietary data and platforms. The Manager brings audience and data opportunities to campaigns, develops insights for planning and activation, and helps clients use data and technology to improve consumer insights, engagement, and business outcomes. The Manager also supports measurement, testing, innovation, partner evaluation, and digital roadmap development, including preparation for a cookie-less environment.

Requirements

Intellectual curiosity, a solid understanding of the data and digital media ecosystem, and the ability to view challenges from a brand’s business perspective.
Experience contributing to holistic, cross-channel media recommendations and optimizations tied to business outcomes, from strategic planning through technical implementation support.
Experience supporting audience-based and performance-based media plans, using outcomes and KPIs to inform digital partner and channel allocations.
Familiarity with digital marketing technologies, including DSPs, ad servers, ad verification, site analytics, and audience syndication and measurement tools.
Proven experience developing and presenting data-driven insights for clients.
Experience managing projects for multiple clients, prioritizing tasks, and ensuring deliverables are met.
Experience guiding or mentoring junior team members and collaborating effectively within a team.
Excellent written, verbal, and presentation skills, including the ability to create clear and compelling presentation decks.
PC proficiency and working knowledge of Microsoft Office, including Word, Excel, and PowerPoint.

Nice To Haves

Practical experience with DMPs, CDPs, CRM platforms, onboarding partners, and other ad tech platforms for audience development, onboarding or syndication, and taxonomy structure maintenance.
At least 4 years of experience in audience development, data-driven marketing, and/or digital marketing, with a strong understanding of the ad tech landscape and biddable media across search, social, or programmatic.
Strong understanding of media activation channels, including programmatic, social, and search, and familiarity with full-funnel addressable activation best practices.
Proven success collaborating across teams and managing multiple high-priority projects in a fast-paced setting.
Understanding of audience strategy in specific industries, such as health, including relevant privacy regulations and restrictions.
Experience contributing to or supporting omnichannel client strategies.

Responsibilities

Apply agency proprietary data and platforms to identify high-value audiences and support audience-first, addressable strategies aligned with consumer and business goals.
Use knowledge of the data and digital media ecosystem to identify relevant audience and data opportunities for campaigns and assist in quantifying connection encounters.
Conduct business and audience analysis and provide insights and outputs to planning teams for audience profiling and segmentation.
Identify channels, tactics, and first-, second-, and third-party data sources that translate key audiences into media activation and support campaign performance.
Contribute to forecasting and delivery against business KPIs using outcome-based planning principles.
Support clients’ data-driven marketing by explaining how data and technology can unlock consumer insights and activation or engagement.
Collaborate with Client Solutions to develop an audience learning agenda and measurement framework, including KPIs.
Build relationships with internal teams and clients, and educate and advise them on using people-based data across media planning and activation.
Support clients’ first-party data roadmaps, omnichannel addressable strategies, dynamic creative strategies, and closed-loop audience measurement.
Work with Client Solutions and other internal teams to assess performance data and recommend optimizations.
Facilitate audience and data testing frameworks with Client Solutions and cross-functional teams.
Support innovation and educate clients on forward-looking digital roadmaps and testing plans for a cookie-less environment.
Understand data and media vendors’ and partners’ value propositions and support partner evaluation and recommendations.
Stay informed about industry developments, including changes to privacy laws and regulations.