Data Connections Director

Data, Analytics & Insight London, England


Position at Mindshare Worldwide


Data Connections Director

Job title: Data Connections Director

Group: Mindshare Worldwide

Reports to: Business Director

Team: Audiences Team Worldwide

Closing Date: 15 August 2021


Mindshare is global media agency designed to make media exciting, fun and life changing. For the last 20 years our values of Speed, Teamwork and Provocation have guided our 10,000 people who work with some of the world’s best brands and companies. Located in 116 offices across 86 countries, we are the largest media agency in GroupM, WPP’s media investment management arm, which is the #1 media holding group globally. Mindshare Worldwide is the headquarters for Mindshare based in London. We are a team of 400+ people, co-ordinating media campaigns for our global clients. 

Learn about our culture and values and meet some of our people here.

Want to see some of our award-winning work? Click here


What We Can Offer You

At Mindshare Worldwide, we offer a competitive salary package, with 25 days holiday increasing with service to a maximum of 30 days, with the option to buy an extra 5 days per year. We also have an enhanced pension scheme, Bupa healthcare, a monthly wellbeing fund and early finishes on a Friday during summer. These are just some of the great benefits we offer.

Based three minutes from Tottenham Court Road tube station, our office has a rooftop with views of London – a great space to hang out with colleagues and friends!

We also offer an extensive training programme to help guide your career development whilst you’re with us. There’s a wide range of options to suit everyone at all levels of your career.

Our Values & Behaviours

Our attitude is reflected in our core values of Speed, Teamwork and Provocation, which drive our people and our business.

We want Mindshare Worldwide to be a place where everyone feels that they belong, everyone can be themselves and everyone has the same opportunities to develop their careers. Over the last 12 months we have made important steps in progressing on our journey to a truly inclusive organisation. We have launched The Collective and have seen the birth of a range of Employee Resource Groups who have shown some amazing and inspiring work.

Our Commitment

We are committed to making reasonable adjustments wherever necessary. If you require this document in another format, such as large print or audio, please contact Emma Large ([email protected]).

Mindshare Worldwide commit to providing assistance for candidates who have successfully secured an interview and may require reasonable adjustments. We will work with the interviewee to establish what additional support is required and where possible, ensure reasonable adjustments are implemented to support a successful interview.


The Team

The Audience group at Mindshare is a data agnostic team passionate about understanding people. We deliver actionable insights to our clients, planners and activation partners, enabling them to understand the issues at play in the lives of consumers across the world and deploy media effectively and adaptively to influence their buying behaviour.

Our team supports all the Worldwide client teams with research, insight and analysis about people, from classical market research sources (surveys, focus groups etc.) to new and emerging sources of information (social listening tools, targeted web-scraping, online behavioural panels, ad-servers, site data).

The Role

As a team we are committed to bringing the world of digital identity and human identity together in a way that truly describes audiences in a rich and contemporary way and helps drive communication effectiveness for clients. The role of Connections Business Director, reporting into the Business Director, will play a crucial part in the development of or audience approach at Mindshare. We are looking for a self-starter with experience working with tech platforms and data integration who can act as a hands-on consultant to the Audience Team, clients and agency to connect our Audience data to client or industry 1st, 2nd and 3rd party data for insight and activation.

The Ideal Candidate

This role requires someone who:

  • Understands the roles played by all the key players in the audience eco-system. From those identifying audiences via digital first party data or proprietary audience segmentations to those activating against those audiences
  • Can take a broader strategic view of the opportunity to improve audience insight and audience activation performance for a clients media business
  • Can manage and build strong relationships with internal and external client audience partners
  • Can help connect our audience insight data to that of our clients and the wider industry
  • Is able to communicate ideas clearly and precisely to senior stakeholders



Essential Criteria

We would like someone with the knowledge and skills in the following three areas:

1. Audience data integration

An understanding of the strengths, weaknesses and benefits of all aspects of the Martech audience eco-system. Including a working knowledge of:-

  • Client first party data available through DMPs (e.g., Adobe Audience Manager, Lotame)
  • Third party data vendors (e.g., Experian, Acxiom, Yougov)
  • Attitudinal datasets (e.g TGI, GWI)
  • Performance data from platform owners (e.g Facebook, Google)
  • Industry behavioural datasets (e.g Rentrak, Comscore)


2. Audience data connection/scaling

A working understanding of the strengths, weaknesses and benefits of all aspects of the Martech audience connection eco-system. Including: -

  • Working within clean room environments
  • Integrating data into walled gardens (e.g., Facebook, Google)
  • Audience scaling (e.g. look-a-like modelling etc.)

3. Audience activation and measurement

A working understanding of the strengths, weaknesses and benefits of all aspects of the Martech audience activation eco-system. Including: -

  • The strengths, weaknesses and benefits of the differing programmatic environments
  • The needs of programmatic buyers
  • Experience in driving audience activation test and learn programmes


Desirable Criteria

We are looking for someone that has the following attitudes, spiritually, if not in experience.

  • Curiosity, flexibility, problem solving skills, a scientific mindset and an enthusiasm for learning new things are key attributes.
  • Fundamentally interested in people - Interested in the world around you and what makes people behave the way they do and how data and research can get you closer to understanding it.
  • Able to work well as part of a team – you understand that one person can’t do or know everything and so you are willing to explore alternative routes, even if they are outside your comfort zone.
  • Excited by telling stories from information by weaving different sources together into a convincing whole.
  • Able to think critically and with curiosity about information sources
  • Able to manage multiple (technical) stakeholders
  • Comfortable manipulating and reshaping data to suit a particular task or tale
  • Able to communicate ideas well, both verbally and written. This need not only be presentation skills, but also explaining complex statistical procedures or conclusions in a 1-to-1 setting.
  • Comfortable and has an understanding of media data
  • Management skills (across several stakeholders with varying seniority, internally and externally)
  • Media Industry knowledge