Associate Director, Audience Analytics

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Position Overview

The Associate Director Audience Analytics is part of a team responsible for developing and optimizing audience strategies and insights to support client media planning and performance goals. This role combines hands-on expertise in audience platforms with the ability to think strategically about audience segmentation targeting and addressability across media channels.

The Associate Director executes complex audience workstreams contributes subject matter expertise to strategy development and supports the Director on key client initiatives. This position carries increasing responsibility for owning discrete projects and serving as an audience expert to internal teams and clients.

Key Responsibilities

Audience Strategy Development & Implementation

• Support audience strategy development including segmentation persona development and audience portfolio design.

• Build and maintain audiences using first-party (1PD) second-party (2PD) and third-party (3PD) data sources within Omni and other audience platforms.

• Research and monitor market trends competitive intelligence and emerging data sources to inform audience targeting and strategy recommendations.

• Create and deliver audience insight presentations and recommendations for client stakeholders.

• Support 1PD onboarding and data integration into audience platforms.

• Partner with Planning and Activation teams to ensure effective audience implementation across addressable channels.

• Help to identify opportunities to use first-party (1PD) and third-party (3PD) data to improve ability to deliver against client goals and increase media engagement.

Platform & Data Expertise

• Maintain hands-on proficiency with audience tools and data platforms.

• Develop and share knowledge of data sources audience capabilities and best practices contributing to team learning on audience technology and approaches.

• Leverage AI and automation tools to enhance audience analysis segmentation and reporting efficiency.

• Stay current on developments in audience platforms addressable media and data solutions.

• Support evaluation and testing of new tools and data sources working with media partners technology vendors and data providers to implement targeting solutions.

Analytics & Insights

• Analyze audience data and segment performance against key performance indicators to identify patterns opportunities and optimization recommendations.

• Pull and organize data from various sources to support audience analysis and reporting.

• Partner with the audience science team to use advanced modeling techniques for deeper audience understanding.

• Document learnings and insights from audience projects to inform future strategy.

Client Support & Communication

• Develop expertise to serve as an audience subject matter expert to internal teams and support client communications on audience matters.

• Support the development of client points of view (POVs) on audience-related topics by providing data and insights.

• Contribute audience insights and recommendations to client presentations strategy discussions and meetings.

• Contribute to the development of new agency products and services related to audience analytics and insights.

• Support client relationship management activities as directed by the Director.

Project Management & Execution

• Manage assigned audience projects and workstreams from conception through implementation and reporting.

• Maintain organized project documentation timelines and deliverables.

• Coordinate with cross-functional teams (Strategy Planning Activation Analytics) to ensure successful project execution.

• Communicate project status challenges and recommendations to the Director and internal stakeholders.

• Support ad-hoc client requests and special projects as assigned.

Required Qualifications

• 57 years of professional experience in audience strategy media analytics paid media or a related field.

• 23 years of agency experience with hands-on work in audience development and analytics.

• Hands-on experience with audience platforms and tools (e.g. Omni LiveRamp Adobe The Trade Desk Google Marketing Platform Acxiom Nielsen ComScore MRI Simmons YouGov).

• Working knowledge of 1PD 2PD and 3PD data sources and audience activation.

• Strong understanding of audience segmentation targeting and media addressability.

• Experience building and analyzing audiences within various platforms (DMPs DSPs social media platforms etc.).

• Familiarity with data analysis and visualization tools (e.g. Excel).

• Strong analytical skills with the ability to work with data and draw meaningful conclusions.

• Solid communication interpersonal and presentation skills.

• Ability to manage multiple projects and work effectively in a collaborative environment.

• Comfortable with ambiguity and adaptability in a fast-paced agency environment.

Desired Skills

• Bachelors degree in marketing business or a related field.

• Experience working with financial services and technology software brands.

• Knowledge of advanced analytics including predictive scoring or propensity modeling.

• Experience with SQL or other data querying languages.

110000.00 - 130000.00

Omnicoms policy requires employees to work in the office for a minimum of three days a week unless additional in-office days are directed by their agency or manager. Our objective is to increase this requirement over time and many of our agencies as well as Omnicoms corporate group already require five days of in-office attendance.

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