Position Overview
Join our Commercial Data Revenue team as a pivotal player in driving audience segmentation and campaign activation strategies across various industry verticals. This role involves implementing and optimizing our Data Management Platform (DMP) to seamlessly execute cross-channel consumer, direct sold, and programmatic campaigns. Collaborate closely with sales and account management to craft audience targeting strategies that align with brand key performance indicators (KPIs) using our comprehensive range of 1st, 2nd, and 3rd party data. Expertise in Mar Tech/Ad Tech platforms is preferred, and hands-on experience with leading DMP/CDP systems such as Permutive, Lotame, Adobe Audience Manager, or Oracle Blue Kai is essential.
Key Responsibilities
- Drive the development and enhancement of our digital audience segmentation practice, collaborating with Sales, Data Product Strategy, and Consumer Marketing teams to transform audience insights into actionable and measurable segmentation.
- Facilitate the onboarding of first and second party data, ensuring accurate segment data delivery across various channels including desktop, mobile, social media, SEM, and email.
- Leverage 1st party data from internal sources and integrate it with 2nd and 3rd party data to create audience segments that align with media plans and RFPs.
- Oversee segment modeling within the DMP to ensure data reliability, optimize scoring, and address scaling challenges.
- Collaborate with segment stakeholders to define goals, establish success metrics, and prioritize segment creation to meet campaign objectives.
- Work with Consumer Marketing and Audience Development teams to generate brand insights and actionable metrics that enhance customer acquisition and lifetime value.
- Support the full campaign lifecycle, from testing and launch through to results analysis and rollout.
- Conduct data trend analyses using Databricks to drive project and campaign performance improvements.
- Coordinate optimization activities with Advertising, Operations, Inventory Management, and Consumer Marketing teams.
- Monitor campaign performance, addressing and escalating potential data or measurement issues as needed.
- Stay informed of market trends, consumer behaviors, and competitive landscapes, providing recommendations for exploring new technologies, vendors, and trends.
Required Skills and Experience
- Proven experience in digital media analytics, planning, or operations roles.
- Expertise with Data Management Platforms (e.g., Permutive, Lotame, Adobe Audience Manager, Oracle Blue Kai) focusing on segment strategy and cross-channel data coordination.
- Strong familiarity with 3rd party data providers such as Dun & Bradstreet, Epsilon, Nielsen, and Acxiom.
- Experience with ad serving, web analytics, personalization tools, and platform technologies like DFP, Optimizely, Google Analytics, and Meta.
- Proficiency in Databricks and SQL.
- Understanding of Real-Time-Bidding and the programmatic media landscape.
- Knowledge of Google Ad Manager reporting tools, inventory management, and campaign structure.
- Ability to multitask and thrive in a fast-paced, dynamic environment.
