Associate Director, Audience Analytics

Omnicom Group · New York City

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Job Description:

The Audience analytics team is a function within the Analytics craft, built to strengthen our data led products and services throughout the agency and evolve and future proof the client’s audience first, data driven and outcome-based approach across all media buys. The Audience Analytics Team works cross-functionally and connects agency’s proprietary people-based data to enable data-driven decisions throughout planning and activation and maximize client’s business outcomes.

The Associate Director, Audience Analytics, will act as a day-to-day point of contact on specific client teams focusing on developing robust data informed solutions to the client in collaborations with Client Solutions, Comms Strategy, Comms Design and Partnership teams and make sure addressable audience strategy is developed and executed across all media channels to reach the highest value audiences. The Associate Director, Audience Analytics is a digital native and an expert in leveraging agency’s proprietary data and platforms and play a pivotal role in accelerating client’s audience centric and data driven efforts.

To be successful in this role, the person needs to be eager to learn and leverage emerging tech and data solutions, uncovering the insights and have an entrepreneur mentality to bring and develop new ideas and solutions to the team. This is a client facing role and the person will work closely with client to help connect client’s MarTech and AdTech solutions to provide consultancies across paid, owned and earned media ecosystem and develop the foundation for client’s addressable media approach.

The Associate Director, Audience Analytics will also help evolve and modernize Initiative’s audience first approach and bring addressable data driven thinking to the forefront.

Key Responsibilities

• Leverage agency’s proprietary data and platform to identify the highest value audiences and develop audience first, addressable strategies that reach the highest value consumers and maximize business goals and outcomes
• Understand data and digital media ecosystem and bring new audience and data opportunities to each campaign and guide the quantification of connection encounters holistically
• Conduct business and audience analysis and provide the insights and outputs to planning teams that can help define audience profiling and segmentation
• Identify channels, tactics and data sources (across 1P, 2P and 3P) that help accurately translate key audiences in media and maximize the performance outcomes of the campaigns
• Familiar with outcome-based planning to forecast and deliver on specific business KPIs
• Guide development and management of client’s data driven marketing by educating clients on how data and tech can hep unlock consumer insights and activation/engagement
• Collaborate with Client Solutions team to develop a clear Audience learning agenda and measurement framework and KPIs
• Develop trusted advisor relationships with internal teams and external clients and bring education and consultancy on how people-based data can be leveraged across the planning and activation process throughout the media channels
• Pioneer new approaches and work to best frame the use of data in all use cases from understanding and helping on client’s 1st Party data roadmaps, activating omni-channel addressable strategies, guiding dynamic creative strategies and defining closed-loop audience measurement approach
• Collaborate with Client Solutions and other internal teams to assess performance data and bring optimization and interpretation thoughts and recommendations
• Facilitate audience and data testing framework in collaboration with Client Solutions and cross-functional teams that can unlock audience learnings
• Champion in innovation and help client educate and develop forward-thinking digital roadmap and testing plan in facing the cookie-less world
• Understand value proposition for key data and media vendors and partners and manage the relationships and help evaluate and provide recommendations in partner selections
• Be on a forefront of the latest industry developments (changes in privacy laws and regulations, cookiesless, etc.)

**NEED THIS BROKEN INTO REQUIRED VS DESIRED**

Required Skills & Experience

• Intellectual curiosity and solid understanding in data and digital media ecosystem with the ability to see from the brand’s business lens
• Experience working on holistic, cross-channel media recommendations and optimizations that is tied to business outcomes, from both a strategic and birds eye view to a technical implementation.
• Experience in building audience based and performance-based media plans using outcomes and KPIs to determine digital partner and channel splits
• Have a strong knowledge of digital marketing technologies, including DSP, DMP, Ad Server, Ad Verification, Site Analytics and audience syndication and measurement tools
• Hands on experience working on a DMP, CDP, CRM platform, onboarding partners, other ad tech platforms for audience development, onboarding or/and syndication and taxonomy structure maintenance strongly preferred
• Proven experience in developing data-driven insights for clients
• Experience in managing multiple clients, and teams and prioritizing projects and deliverables
• Experience in managing or developing a team and can delegate and oversee direct reports
• Excellent written, verbal communication and presentation skills including the ability to develop story-telling presentation decks
• Required PC proficiency and solid working knowledge of Microsoft Office (MS Word, Excel, PowerPoint, etc.)

Desired & Experience

• Minimum 5 years’ experience in audience development, data driven marketing and/or digital marketing with a strong understanding in ad tech landscape and biddable media ecosystem (across search, social, or programmatic)
• Expertise in all media activation channels (programmatic, social, search, TV, OOH, etc.) and understand full funnel addressable activation best practices
• Proven success in collaborating across multiple teams, handling multiple high priority projects in a fast-paced setting
• Understanding of audience strategy approach in health industry, understanding of privacy regulations and restrictions
• Experience driving omnichannel strategies for clients

$120K

To the extent permissible by local law, Omnicom’s 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.

Omnicom is committed to hiring and developing exceptional talent. We agree that talent is uniquely distributed, and we’re focused on developing inclusive teams that can bring the best solutions to everything we do. We strongly believe that celebrating what makes us different makes us better together. Join us—we look forward to getting to know you. We will process your personal data in accordance with our Recruitment Privacy Notice.

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