Senior Manager, Audience Management

Fidelity Investments•Smithfield, RI

1d•Hybrid

About The Position

The Audience Manager (Senior Manager), reporting to the Audience Management Team Lead, is responsible for developing, managing, and governing audiences and segmentation aligned to defined channel marketing and journey objectives. This role partners closely with Marketing, Data, and MarTech teams to translate business goals into scalable, high-quality audiences and to advance the organization’s customer data platform strategy. Key responsibilities include understanding business objectives, applying best practices and prior learnings, designing and documenting audience solutions, sizing target populations, enforcing rigorous quality controls, and ensuring timely delivery. The Audience Manager builds audiences for individual campaigns while also identifying opportunities to create and reuse scalable segments based on a deep understanding of customers and prospects. This role requires experience in and will conduct hands-on work with Customer Data Platforms (CDPs). The Audience Manager (Sr. Manager) will be focused on: Audience Strategy & Design: Architect and implement complex campaign logic across Customer Data Platforms, integrating Snowflake data models to enable marketers to deliver relevant and timely experiences for prospects and customers Audience Execution & Management: Build single use and scalable, reusable audiences; ensure flawless execution by instituting robust QC checks Campaign Migration: Define strategy and roadmap to migrate off legacy platforms and execute day to day activities to complete migration; Serve as a technical liaison across data, platform, and audience teams, leveraging deep understanding of data architecture, platform capabilities, and campaign orchestration to design robust audience management solutions for both customer and prospect journeys. Customer Data Platform Enablement - Drive innovation and capabilities for the new Customer Data Platform and champion its adoption. Data Management: Actively contribute to CDP data onboarding, writing and optimizing SQL queries to validate sources, define new attributes and navigate data governance approval lifecycle; ensuring high quality data is available for campaign execution

Requirements

BA/BS degree is required, an MBA is desired
10 plus years of experience in one or more of the following areas: campaign management, database marketing or customer data platform implementation.
Experience working with data & analytics teams and technology teams to launch innovative marketing for a large and/or regulated company
Prior hands-on experience with implementing and adopting a new Customer Data Platform (Segment or similar platform)
Expert level knowledge of customer segmentation, data mapping and database architecture
Experience working with new data platforms and/or campaign management tools to identify gaps, propose potential solutions, establish documentation and processes to support scale and adoption
Advanced SQL skills and deep experience working with structured databases
Ability to integrate and connect multiple data sources effectively
Working knowledge of big data and cloud technologies (e.g., Snowflake, AWS)
Knowledge and expertise to partner with Marketing stakeholders to design and execute targeted marketing campaigns
Experience working with data through database migrations
Experience in owned channel marketing, audience management, metadata management and the major marketing platforms (Salesforce, Adobe, Google, etc.)
Experience with modern data platforms and campaign tools; ability to identify gaps, recommend solutions, and establish scalable processes
Strong collaboration skills and ability to influence cross-functional partners
Process-oriented mindset with a focus on automation, efficiency, and error reduction
Strong program management, prioritization, and attention to detail
Ability to clearly communicate technical concepts to non-technical stakeholders
Comfortable working in fast-paced, highly matrixed environments with frequent change
Experience writing user and technical requirements to support platform implementation a plus.

Responsibilities

Partner with business stakeholders to define audience requirements and shape data-driven strategies informed by prior learnings
Create and manage reusable audiences in Segment for campaign execution and journey decisioning
Manage audiences across their lifecycle, including access, updates, and retirement
Develop prospect and customer segmentation and campaign setups while ensuring strict quality control
Document best practices for audience development, reusable segments, and metadata management
Execute day-to-day audience management activities across platforms
Represent Audience Management in data, platform and end-to-end process design where required
Champion best practice adoption during migration to our new Customer Data Platform
Stay current on marketing technology trends, measurement, and analytics

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