As a leading global media network, Omnicom Media Group (OMG) sets itself apart with an agile, client-first approach that helps businesses thrive today and into the future. With more than 21,000 employees globally, OMG has the talent, expertise and clout to deliver unprecedented levels of innovation for our clients. The group is comprised of some of the world's most awarded agencies. From leadership to entry-level talent, we are a diverse mix of ages, genders, ethnicities, skill sets and backgrounds.Our Marketing Science and Planning teams are pivotal in the delivery of modern agency services, driving transformation to extract growth for our clients through the use of data-driven marketing. We are looking for a Director, Audience Analytics who will bridge the gap between Marketing Science and Strategic Planning to define and implement the audience strategy for one of our largest clients. The main goal of this role is to strengthen and broaden how we connect our clients business challenges to human needs, fueling the creation of impactful end-to-end experiences at the speed of culture. This includes defining the growth mapping in partnership with Strategic Planning, data strategy (what data sources to use, 1st party, 3rd party), audience insights creation and audience definition. Collaboration with other teams across Investment and Measurement is key to deliver in this role.Responsibilities:Lead Audience Planning activities, in collaboration with Planning LeadsIdentify sources of business growth through campaign brief interrogation, consumer research, and category trendsDefine and size growth audiences and contextualize those audiences to identify motivations, mindsets, and other opportunities to reach with brand communicationsMap growth audiences and ensure that they can be translated into actionable and addressable audiences, ability to quickly learn audience platform tools to build addressable audiences for insights and activationLead the creation of the audience strategy for acquisition, retention, diversification, etc. to deliver growthConsider multicultural growth, opportunities for emphasis on these audiences, and how they play a roleBuild audience personas to provide a 360 view of media targets (demographics, psychographics, life stage, shopping habits, media behaviors, motivators/barriers to purchase, etc.) that will inform planning and activation strategiesFamiliarity with advanced audience building strategies such as first-party data activation, lookalike modeling, audience sub-segmentation/clusteringCreate audience insights: market, and audience sizing, behavioral insights on personas, to refine the audience segmentationProvide audience insights and behaviors for planning and targetingIdentify opportunities and drive the use of advanced targeting approaches and/or application of client segmentation into media planningCreate the audience test & learn agenda in partnership with Planning Leads, Investment/activation and Measurement teamsIdentify and evaluate most relevant data sources within Omnicoms proprietary data platform and/or clients data environment (survey, behavioral, purchase, location, etc.)Identify data gaps and suggest improvements to data strategiesUpdate clients about industry trends that impact audience strategies (publisher data platforms, cookie deprecation, etc)Champion audience-first solutions within OMDAct as a thought leader in the audience space and identify opportunities to expand OMD capabilities through new partnerships or new approachesRequired Skills:Industry Knowledge in marketing analytics and data (1st and 3rd party data solutions, data platforms, aggregated and user level data, and consumer privacy)Expertise in audience-based marketing and data-driven advertisingExcellent understanding of experimental design (incrementality studies) and Marketing Mix Modeling.Solutions oriented: analytic skills, critical thinking and problem-solving skills to drive issues to resolution.Proven leadership ability and strong, impactful client relationship experienceStellar communication and presentation skills: we need someone who is articulate, engaging and straightforward and, above all, can effectively and convincingly translate unstructured business solutions into innovative customer marketing programsGreat collaboration skillsComfortable working in ambiguous situationsPassionate about driving change by adopting emerging technologies in the advertising spaceEducation:A university degree and 8+ years of audience/data strategy experience in advertising, marketing or digital consultingKnowledge of agency-side media campaign planning and activationOMD is An Equal Opportunity/Affirmative Action Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability or veteran status, age or any other federally protected class. For this role, Benefits include: health/vision/dental insurance, 401(k), Healthcare Flexible Spending Account, Dependent Care Flexible Spending Account, vacation, sick, personal days, paid parental leave, and paid medical leave, STD/LTD insurance benefits.
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Director, Audience Analytics