Sr. Audience & Media Manager

Masco•Livonia, MI

About The Position

The Sr. Audience & Media Manager leads Masco’s enterprise approach to first party data (1PD)–driven audience strategy and media efficiency. This role involves managing media partnerships so business units can learn from combined data. It also enables more efficient audience activation across paid media and privacy safe partner ecosystems. Sitting within the Digital Center of Excellence, this role is responsible for bringing together 1PD across business units, mining it for insights and high value audience segments, and enabling scaled activation through media platforms, lookalike modeling, and cleanroom partnerships. The role also leads enterprise media partnerships, leveraging Masco’s scale to unlock value, innovation, and measurement improvements—supporting the brands that own media budgets or execution.

Requirements

7+ years in audience strategy, media, performance marketing, or data driven marketing
Deep experience with 1PD strategy, audience segmentation, and media activation
Strong understanding of media effectiveness, attribution, and ROI frameworks
Experience leading enterprise media or platform partnerships
Proven ability to influence in multi-brand, matrixed organizations

Nice To Haves

Experience with retail media networks and clean‑room environments
Familiarity with AI driven audience modeling and automation
Strong executive communication skills

Responsibilities

Lead the enterprise strategy for bringing together Masco 1PD across BUs, in partnership with IT, Legal, Privacy, and brand teams.
Define shared audience and identity frameworks (taxonomy, segmentation logic, signal prioritization) that enable cross BU learning while preserving brand autonomy.
Mine aggregated 1PD to surface enterprise level insights, behavioral patterns, and high value segments that individual brands cannot identify independently.
Translate enterprise insights into deployable audience segments built specifically for: Paid media activation, Lookalike (LAL) and modeled audiences, Retail and platform-based targeting.
Establish mentorship on how enterprise-determined audiences should be activated, refreshed, and measured across media platforms—without accomplishing campaigns.
Ensure audience strategy directly advises prospecting efficiency, mid-funnel performance, and conversion outcomes.
Establish enterprise standards for media efficiency, attribution, and full-funnel value measurement (e.g., MMM or equivalent experience inputs and outputs).
Ensure audience led strategies are tightly connected to media performance evaluation, not just reach or cost metrics.
Identify opportunities to improve media efficiency and effectiveness across national media, retail media networks, and performance channels using Masco level audience insights.
Lead Masco’s enterprise media partnerships with key platforms, retail media networks, and strategic partners to unlock scale-based value.
Define how Masco audiences are matched, activated, and measured in cleanroom and privacy safe environments.
Secure credits, learning agendas, beta access, and innovation opportunities that benefit multiple BUs.
Partner with agencies and holding companies to explore measurement consistency and efficiency opportunities, without directing BU spend or strategy.
Define “what good looks like” for audience strategy and media efficiency through playbooks, standards, and enablement.
Act as a strategic partner to BUs, ensuring the Digital CoE accelerates results rather than adding friction.
Collaborate closely with Digital Strategy, Digital Intelligence, Media, MarTech, and Analytics leaders to ensure audience work is embedded in the broader digital roadmap.