Gap Inc.
Senior Director - Audience Intelligence (San Francisco)
Gap Inc., San Francisco, California, United States, 94199
About the RoleThe Senior Director of Audience Intelligence will lead Gap Inc.’s centralized Audience Intelligence team, working across all four brands (Athleta, Banana Republic, Gap, and Old Navy) and owning the audience data and segmentation strategy for the marketing organization. Sitting within the Marketing Intelligence organization, the Audience Intelligence team empowers modern media strategy and decisioning through a profound understanding of Gap brands' audiences. Reporting directly to the VP, Head of Marketing Intelligence, you will be responsible for building a scalable, integrated audience data and segmentation strategy, empowering brand marketing and media teams to maximize the effectiveness of paid and owned strategies.
Apply below after reading through all the details and supporting information regarding this job opportunity.
You and your team will be a key part of a new approach for Gap Inc., and you will be tasked with integrating previously disparate efforts across the four brands to create a more holistic data strategy that drives increased cohesion and efficiency across the organization. You will manage a matrixed team of centralized and embedded resources within the four Gap brands to ensure a scaled, strategic impact. Your team will work closely with the Media Shared Services organization serving as the internal experts on Gap’s audience to enable these teams to optimize media strategies. You will also closely collaborate with the MadTech product and the Data Science teams to identify and prioritize capabilities for Gap Inc.’s data stack including the Consumer Data Platform (CDP), machine learning models, data partnerships, and AI efforts.What You'll Do
Establish an enterprise-wide audience data, insights, and segmentation strategy, ensuring a holistic understanding of the customer across all four brands, with specific focus around segmentation, profiles, consumer journey behaviors and motivators, and competitive insights
Define segmentation approach for current, lapsed, and net new customers to inform paid vs. earned vs, owned channel planning decisions
Empower modern media strategy and decisioning through a profound understanding of Gap brands’ and their audiences, collaborating with Media Shared Services team to optimize and adjust strategy based on audience insights
Establish and champion a consistent framework for how audience insights are leveraged in the brief and planning process by Brand Marketers and the Media Shared Services organization
Lead process of leveraging first- and third-party data sets to build target audiences that will optimize media effectiveness across Gap’s brands
Spearhead consistent evaluation of audience data practices at an enterprise level to identify opportunities for greater cross-brand synergies and holistic audience insights that can help Gap Inc. grow its customer base
Define key audience segments based on customer insights aligned to growth targets and priorities, and forecast key consumer and business trends that can drive growth for Gap Inc. and its brands
Provide brands with the analytical expertise to empower performance media initiatives through audience insights and segmentation
Serve as Gap Inc.’s key thought leader for audience insights and segmentation best practices, consistently and effectively communicating actionable insights, trends, and recommendations to the Media Shared Services organization and individual brand teams
Work closely with Media Agency partners in regards to data strategy and sharing, establishing a collaborative approach that maximizes Gap Inc.’s integrated deployment of owned data and Media Agency’s data
Collaborate with the Marketing Effectiveness teams to establish audience level measurement methodology to validate the CLV and ROAS impact of audience attributes
Manage and develop a team of specialists nested within the brands, dedicated to audience data strategy, insights, and segmentation, and coordinate efforts to ensure effective allocation of resources across the team
Collaborate with other cross-functional partners outside the Marketing Shared Services, including the Digital & Tech organization, which owns important inputs including customer data, and data analysis capabilities in service of functions outside of marketing.
Who You Are
Established marketing leadership experience specializing in audience intelligence / consumer insights
Proven experience managing teams, with a track record of collaborative leadership, coalition building, and driving unity among disparate teams
Deep knowledge of and experience with audience data and segmentation strategies
Comprehensive understanding of data-driven audience intelligence tools, platforms, and approaches for the purpose of media planning and buying
Experience partnering with Marketing leadership to directly influence outcomes in a matrixed environment
Exceptional communication and interpersonal skills, with the ability to collaborate and drive consensus across multiple teams and functions
Change agent and motivator, with the ability to build bottoms-up teams and approaches, and foster positive culture change at Gap
Entrepreneurial spirit with the ability to work through ambiguity, transform enterprise-wide ways of working, and infuse strategic thinking across levels
#J-18808-Ljbffr
Apply below after reading through all the details and supporting information regarding this job opportunity.
You and your team will be a key part of a new approach for Gap Inc., and you will be tasked with integrating previously disparate efforts across the four brands to create a more holistic data strategy that drives increased cohesion and efficiency across the organization. You will manage a matrixed team of centralized and embedded resources within the four Gap brands to ensure a scaled, strategic impact. Your team will work closely with the Media Shared Services organization serving as the internal experts on Gap’s audience to enable these teams to optimize media strategies. You will also closely collaborate with the MadTech product and the Data Science teams to identify and prioritize capabilities for Gap Inc.’s data stack including the Consumer Data Platform (CDP), machine learning models, data partnerships, and AI efforts.What You'll Do
Establish an enterprise-wide audience data, insights, and segmentation strategy, ensuring a holistic understanding of the customer across all four brands, with specific focus around segmentation, profiles, consumer journey behaviors and motivators, and competitive insights
Define segmentation approach for current, lapsed, and net new customers to inform paid vs. earned vs, owned channel planning decisions
Empower modern media strategy and decisioning through a profound understanding of Gap brands’ and their audiences, collaborating with Media Shared Services team to optimize and adjust strategy based on audience insights
Establish and champion a consistent framework for how audience insights are leveraged in the brief and planning process by Brand Marketers and the Media Shared Services organization
Lead process of leveraging first- and third-party data sets to build target audiences that will optimize media effectiveness across Gap’s brands
Spearhead consistent evaluation of audience data practices at an enterprise level to identify opportunities for greater cross-brand synergies and holistic audience insights that can help Gap Inc. grow its customer base
Define key audience segments based on customer insights aligned to growth targets and priorities, and forecast key consumer and business trends that can drive growth for Gap Inc. and its brands
Provide brands with the analytical expertise to empower performance media initiatives through audience insights and segmentation
Serve as Gap Inc.’s key thought leader for audience insights and segmentation best practices, consistently and effectively communicating actionable insights, trends, and recommendations to the Media Shared Services organization and individual brand teams
Work closely with Media Agency partners in regards to data strategy and sharing, establishing a collaborative approach that maximizes Gap Inc.’s integrated deployment of owned data and Media Agency’s data
Collaborate with the Marketing Effectiveness teams to establish audience level measurement methodology to validate the CLV and ROAS impact of audience attributes
Manage and develop a team of specialists nested within the brands, dedicated to audience data strategy, insights, and segmentation, and coordinate efforts to ensure effective allocation of resources across the team
Collaborate with other cross-functional partners outside the Marketing Shared Services, including the Digital & Tech organization, which owns important inputs including customer data, and data analysis capabilities in service of functions outside of marketing.
Who You Are
Established marketing leadership experience specializing in audience intelligence / consumer insights
Proven experience managing teams, with a track record of collaborative leadership, coalition building, and driving unity among disparate teams
Deep knowledge of and experience with audience data and segmentation strategies
Comprehensive understanding of data-driven audience intelligence tools, platforms, and approaches for the purpose of media planning and buying
Experience partnering with Marketing leadership to directly influence outcomes in a matrixed environment
Exceptional communication and interpersonal skills, with the ability to collaborate and drive consensus across multiple teams and functions
Change agent and motivator, with the ability to build bottoms-up teams and approaches, and foster positive culture change at Gap
Entrepreneurial spirit with the ability to work through ambiguity, transform enterprise-wide ways of working, and infuse strategic thinking across levels
#J-18808-Ljbffr