Associate Director, Audience Strategy
Description
Wavemaker positively provokes growth for clients by reshaping consumer decision-making and experiences through media, content, and technology. Our name is both our mission and our method. We do our best work for brave brands and people who relish being challenged to go further and faster, together.
Role Summary & Impact
We are looking for a Data and Audience Strategist -Associate Director who will work with clients on the creation and implementation of an audience strategy including data acquisition strategy, audience insights creation as well as audience architecture to support strategy, planning and campaign activation.
Key Responsibilities
- Develop first party data acquisition strategy, evaluating client landscape and working directly with key stakeholders (client & agency) to identify existing available data to develop holistic data strategy.
- Lead the creation of audience strategy for retention, acquisition, and opportunistic white space to deliver growth.
- Create audience insights, market, and audience sizing, leading to audience creation/ segmentation to support growth strategy.
- Create test & learn agenda in partnership with planning, investment, and activation teams.
- Monitor and analyze campaign performance data to provide insights and potential optimization recommendations for improving audience targeting and activation.
- Lead creation of hypotheses, use cases, roadmap to implement all changes to future proof the business based on potential deprecation of third-party cookies or other changes in tracking.
- Identify and evaluate most relevant data sources (survey-based, behavioral, intent, passion points, triggers, motivation, transactional, psychographic, location…), data-driven solutions and technology partners (identity, CRM, CDP…).
- Identify data gaps/requirements to continue elevating client’s deliverables.
- Update clients about industry trends/changes impacting audience strategies.
- Collaborate cross-functionally with creative, activation and analytics teams to ensure audience strategies are aligned with overall campaign goals.
- Leverage WM, GroupM, WPP partners and data-driven capabilities to uncover additional client opportunities for organic growth, pilot testing, etc.
Requirements
- Bachelor’s degree in Marketing, Advertising, Economics, Computer Science, Information Systems, Business Analytics, or related field. OR equivalent professional work experience.
- 5 to 8 years of work experience in audience and data strategy applicable to marketing and/or media.
- Extensive knowledge about digital data technologies and partners (1st and 3rd party data, data lakes, data clean rooms, identity solutions, CDP, Clean Room, CRM …)
- Proven track record of using advanced audience analytics, segmentation and targeting techniques to drive measurable campaign performance.
- Strong analytical, critical thinking, and problem-solving skills.
- Strategic Thinker & Doer.
- Strong speaking and written professional communication skills.
- Ability to thrive in a fast-paced and deadline-driven environment.
- Growth mindset, exhibits curiosity and excitement to learn.
- High sense of accountability and ownership.
- Collaborative with a partnership mindset.
The base salary for this position at the time of this posting may range from $75,000 to $180,000. Individual compensation varies based on job-related factors, including business needs, experience, level of responsibility and qualifications. We offer a competitive benefits package, please visit https://www.wpp.com/people/wellbeing/benefits-at-wpp-in-the-us for more details.