Associate Director Of Audience & Adtech

Description

The Role – Associate Director of Audience & Adtech

This role acts as the operational lead and go-to person on the Groupe PSA account for all things audience, data and adtech. This includes using data to define, build and enable activation of audiences in accordance with PSA and MediaCom’s global measurement framework as well as leading the seamless set-up of advertising technology within the PSA technology ecosystem.

Working closely with experts in data strategy, programmatic, and planning across MediaCom, this role acts as a conduit between strategic planning, activation, and analytics to help them implement global best practice for this leading automotive group.

This role is actively involved in reviews, meetings and calls, providing updates on audience planning, data strategy and technology usage across all markets to senior PSA Groupe clients working on brands including Peugot, Citroen, DS, Opel and Vauxhall.

 

Responsibilities

Be the technology lead 

  • Be responsible for overall global strategic approach to how PSA use ad-server and other technology platforms, such as Google Tag Manager and Google Analytics
  • Be responsible for how technology tracking tags are implemented, in accordance with the central guidelines
  • Have overall responsibility from MediaCom’s consultancy on the client’s HTML data layer, understanding how Groupe PSA can best collect the data in its ecosystem to connect to other platforms and reporting capabilities
  • Provide training for local on DCM and GTM for local markets
  • Be responsible for data governance, troubleshooting any issues directly with local markets
  • Work with PSA Groupe’s central team to identify vision and improvements for the current technology and tracking set-up


Be the audience platform lead

  • Act as a global lead on the Google adtech stack, with emphasis on GA360, DBM, DCM and DS3, educating stakeholders on how each technology works, how they integrate and recommending ways for PSA and MediaCom to effectively use it within each market
  • Gain an understanding of audience panel platform capabilities across markets and how these are used in the audience planning process. These include, but are not limited to TGI, LIVE Panel and YouGov
  • Develop a deep understanding of Mediacom’s bespoke segmentation approach and how this can be integrated and activated in PSA audience planning platforms 


Think Global

  • Create best practice guidelines and recommendations for how we use the above platforms and how they operate together
  • Deliver guidelines to local markets that they can interpret and implement, making full use of the data and technology ecosystem in place
  • Create case studies from the work that we do with PSA that we can share with the wider MediaCom network as well as enter for awards
  • Be responsible for the global Ad Ops and Tech Playbook, that is distributed to all local markets

 

Deliver the new

  • Identify, sell-in and help to activate new global data and technology sources that can support the objectives of the client
  • Develop a global roadmap for testing new audiences and data sources within PSA technology ecosystem

 

The Opportunity

This role offers the chance to:

  • Work with a cutting-edge tech stack to make data strategy a reality for some of the world’s biggest automotive brands.
  • Oversee an Ad Operations executive and mentor a manager on the account, with responsibility for their objectives and career development plan
  • Work alongside a strong team to solve problems and build solutions where the results will speak for themselves
  • Lead project and product roadmaps
  • Collaborate with channel specialists to build invaluable industry knowledge
  • Become a trusted expert that clients turn to with challenging questions
  • Be a visible and persuasive point of contact for clients
  • Travel to Paris and possibly other locations several times per year

 

Requirements:

  • A thorough understanding of the Google adtech stack
  • Experience of integrating any combinations of GA360, DBM, DCM and DS3, with the ability to summarise the use case, process and results
  • Experience of working in a digital marketing environment and working closely with Paid Search, Paid Social or Programmatic. This could be client, agency or vendor-side.
  • Proven experience of managing an adtech roadmap or project plan
  • The ability to present, explain and convince
  • A desire to take ownership of turning strategy into reality, and the integrity to back it up
  • Strong user of Excel and Tableau or other data visualisation tools
  • Problem solving skills and a desire to find a “better way”
  • Excellent written and verbal communication skills
  • The ability to multi-task, delegate, prioritise and manage expectations
  • Highly desirable: experience using Salesforce products
  • Desirable but not essential: French language skills of any level, previous experience working with an automotive brand