Audience Strategist, Advertising Performance

Audience Strategist - Manager, Advertising Performance, Experience Management

In today's world, customers expect companies to know who they are and what they want. Customers want to have products, services or experiences that best suit their needs delivered to them seamlessly across physical and digital channels. Customers are human first: driven by dynamic wants, needs, and desires. The ability for brands to make personal, meaningful connections on a human level has never been greater and the Experience Management team at Deloitte Digital delivers on those experiences in a way that allows companies to own the customer journey end-to-end.

We help companies connect key data sources to understand what matters most to people; connect to advanced technologies like AI and machine learning to sense and respond to those needs at scale; and connect their systems to unlock insights, create collaboration and drive acquisition, engagement and loyalty. Most importantly, we empower companies to connect with customers in personal, meaningful ways that respect them as people, not just customers.

The Experience Management team at Deloitte Digital gives companies the ability to build and leverage the connections - between people, systems, data and technologies - so they can deliver personalized, contextual experiences to customers at scale. We are seeking to transform the way brands interact with their customers and elevate the human experience. Do you have data in your DNA? Join our growing team in supporting our clients' ability to communicate the right message to the right customers at the right time.

Work you'll do

We are looking for an Audience Strategist - Manager 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.

Core Responsibilities

• Assist and support the creation of audience strategy for retention, acquisition, prospecting, and opportunistic white space(s)
• Assist and support the creation of audience insights, market sizing, and audience sizing, leading to audience creation, segmentation,
• Align audience profiles/segmentation with appropriate investment strategy in partnership with planning and activation teams
• Assist and support the creation of test & learn agenda in partnership with planning, investments, and activation teams,
• Support the creation of hypotheses, use cases, roadmap to implement all changes driven by the Cookieless future
• Identify and access most relevant data, solution, technology partners (identity, survey-based, behavioral, intent, passion points, triggers, motivation, transactional, psychographic, location ...).
• Directs Data Scientists on queries needed for insight development and or custom audiences.
• Review similarities and differences of attributes against audiences. Uncover insights that lead to high value audiences through output investigation. Prioritize audiences against KPIs.
• Create a story around the insights and how they impact the recommended strategy; provide a rationale on how meaningful it is to business outcomes.
• Client facing packaging and presentation of insights in visual format.
• Understand when and how to incorporate relevant macrotrends into audience understanding, story and strategy.

• Omnichannel customer engagement strategy, design and development (web, mobile, social, physical)
• eCommerce strategy, implementation and operations
• Marketing Content and digital asset management solutions
• Marketing Technology and Advertising Technology solutions
• Marketing analytics implementation and operations
• Advertising campaign ideation, development and execution
• Acquisition and engagement campaign ideation, development and execution
• Agile based, design-thinking, user-centric, empirical projects that accelerate results

• Bachelor's degree in Marketing, Advertising, Economics, Computer Science, Information Systems, Business Analytics or related field
• 5+ years' experience in audience and data strategy applicable to marketing and/or media
• Knowledgeable about digital data technologies and partners (1st and 3rd party data, data lakes, data clean rooms, identity solutions, CDP, Clean Room, CRM ...)
• Strong analytical, critical thinking, and problem-solving skills
• Strategic Thinker & Doer
• Strong speaking and written professional communication skills
• The 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
• Travel up to 30% (While 30% of travel is a requirement of the role, due to COVID-19, non-essential travel has been suspended until further notice.)
• Must be legally authorized to work in the United States without the need for employer sponsorship, now or at any time in the future