Senior Manager - Audience Planning and Measurement

GENERAL DESCRIPTION

The Audience Planning and Measurement Lead is a critical role responsible for leveraging audience insights to drive the performance of media campaigns across all channels. This individual will lead the planning, execution, and analysis of audience targeting, segmentation, and optimization strategies within media activations. He/she will be responsible for providing actionable insights to inform media buying decisions, campaign performance improvements, and platform innovation. This role requires a strong understanding of audience data, ad tech platforms, media buying strategies, and the ability to translate data into compelling narratives and strategic recommendations to maximize media ROI.

DUTIES AND RESPONSIBILITIES

1. Audience Research and Insights for Media
   
   
   
   • Develop detailed audience profiles specifically for media targeting, including demographics, interests, behaviors, and media consumption habits.
   
   
   • Analyze data from various sources to identify audience segments and opportunities for media targeting.
   
   
   • Ensure seamless integration of audience data across various ad tech and online platforms.
   
   
   • Monitor competitive media strategies and audience targeting tactics to identify opportunities for differentiation.
   
   
   • Translate data into actionable insights and recommendations for media buyers and campaign managers.
   
   
   • Create and deliver regular reports and presentations on audience insights, trends, and media performance to stakeholders.
   
   
   • Keep abreast of the latest trends in audience research, ad tech, and media buying strategies.
   
   
   
   


2. Audience Planning and Strategy for Media Activation
   
   
   
   • Create and implement audience-centric media strategies aligned with business goals and campaign objectives.
   
   
   • Define target audience segments and develop targeting strategies for various media channels.
   
   
   • Work with media buyers to develop audience-specific channel strategies and media plans.
   
   
   • Provide audience insights to inform creative development and messaging for media campaigns.
   
   
   • Develop and implement personalization strategies within media campaigns to enhance relevance and engagement.
   
   
   • Design and implement A/B tests to optimize audience targeting, creative messaging, and bidding strategies within media campaigns.
   
   
   • Develop customer journey maps to understand the audience experience across different media touchpoints.
   
   
   
   


3. Measurement and Analytics for Media Performance
   
   
   
   • Establish key performance indicators (KPIs) to measure the effectiveness of audience targeting and media campaigns (e.g., reach, frequency, CTR, conversion rate, cost per acquisition).
   
   
   • Track and analyze audience engagement, conversion rates, and other relevant metrics within media campaigns.
   
   
   • Develop and maintain dashboards and reports to monitor media performance and identify areas for improvement.
   
   
   • Implement attribution models to understand the impact of different media channels and audience segments on conversions.
   
   
   • Ensure data accuracy and integrity across all platforms.
   
   
   • Create compelling data visualizations to communicate media performance insights to stakeholders.
   
   
   
   


4. Team Leadership and Collaboration
   
   
   
   • Collaborate with media buyers, campaign managers, creative teams, and other stakeholders to ensure alignment on audience strategies and media performance.
   
   
   • Build and maintain strong relationships with key stakeholders and partners, specifically in online media.
   
   
   • Provide training and development opportunities for team members on audience targeting and media analytics.
   
   
   • Effectively communicate audience insights and media performance recommendations to stakeholders at all levels.
   
   
   • Present media performance findings and recommendations to senior management.
     
     
   
   
   
   

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