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Manager, Addressable and Programmatic Audience Strategy

3 months ago

New York, United States Mediahub Worldwide Full time

Business Overview

Mediahub is one of the three major global media agencies within IPG Mediabrands with over 1000+ employees worldwide. We are an award-winning agency built for brands who are challenging and disrupting the status quo. Our organization is focused on challenging all facets of media in an environment of rapid change in order maximize our clients’ investments. We are challenging key fundamentals in the areas of audience creation, purpose, creativity, and digital platforms.


Named Media Agency of the Year by Adweek, Ad Age, and Campaign, Mediahub is powered by the buying and intelligence power of Magna Global and the data backbone of Acxiom.


Position Summary

The Audience Sciences Team sits within the Analytics discipline to ensure the expert use of audience data across all Media disciplines. We manage the translation of Audience Strategy into addressable audience segments, working closely with centralized data modelers to create audience seeds and clusters. We support Strategy teams with audience insights, Analytics teams with forecast models and measurement methodologies, and Activation teams with execution.

The Audience Sciences Manager oversees the curation of audience data (1P, 2P, 3P) to define, model and create audience segmentation, as well as addressable activation and measurement of audience level performance. This work is critical to the production of insights, strategy and business planning, activation, and the optimization of campaigns.


Roles & Responsibilities

An Audience Manager at Mediahub is an integrated role with the expectation of working proficiently across all addressable media channels. Experience in non-addressable channels is desired. The Audience Sciences team must be in tune with audience research and provide the best possible recommendations for briefed audiences and growth audiences discovered. Specific areas of responsibility include:

  • Develop a deep understanding of client's industry, business objectives and strategy, media plans, and consumer journey as context for strategic audience planning and activation
  • Assess client's audience needs and create activation strategies and learning agendas that complement multi-channel media plans and provide clients with actionable intelligence
  • Serve as a strategic partner in aligning audience analytics with clients’ broader business goals and develop intelligently designed, efficient and effective approaches to support those objectives
  • Provide analytic insights in support of custom audience creation based on multiple data sources including first party CRM data, third party data and syndicated survey data
  • Oversee the use of multiple data sources within proprietary audience data platforms to create custom audiences for clients across multiple verticals
  • Collaborate with centralized Product and Engineering teams to help drive innovation and new services
  • Serve as project lead on audience focused, client-facing projects
  • Serve as day-to-day contact with media teams and clients and participate in recurring and ad hoc internal and client meetings
  • Accountable for the quality of deliverables, including pertinent insights and actionable recommendations / Assume a lead role in presenting findings to media teams and clients
  • Track project resources and progress against task plans to ensure on-time and on-budget project delivery
  • Handle multiple projects concurrently/identify ways to improve audience workstreams
  • Actively seek out opportunities to perform next level (Associate Director) tasks


Required Skills and Experience

  • Experience with audience planning and activation in addressable platforms
  • Experience working in audience specific platforms (LiveRamp, Adobe, etc.)
  • Ability to articulate strategic foundation for audience activation
  • Experience working with both internal planning, activation and analytics teams as well as direct client contact
  • Familiarity with the impact of cookie deprecation and privacy legislation on addressable audience targeting and measurement.


Desired Skills and Experience

  • 4+ years of experience in a professional services or corporate environment, preferably an agency
  • Hands on experience with SQL and relational databases, specifically around the query of audience data.
  • Working knowledge of statistical techniques and their audience development applications including regression analysis, decision trees, random forests and cluster analysis. This is not a requirement, but would benefit this role.
  • Development and stewardship of learning agendas, test & learn frameworks, closed loop studies and other measurement focused projects
  • Experience with MS Office; including PowerPoint, Word and Excel
  • Experience with audience tools and data sets such as Scout (Mediahub quantitative survey), Acxiom Infobase, Nielsen, ComScore, MRI Simmons, YouGov, Dun & Bradstreet, 1st party (CRM) data
  • Firm grasp of digital and traditional media metrics - impressions, GRP, CPP, CPA; quantitative business measures - ROI, effectiveness, efficiency
  • Excellent verbal and written communication skills
  • Solid planning, priority setting, time management and project management skills, with experience managing multiple projects and resources concurrently
  • Team player - highly motivated and collaborative
  • Good at developing relationships with cross-functional teams
  • Working knowledge of DMPs and CDPs


We See You

At IPG Mediabrands, we are unified behind a commitment to fostering a culture of inclusion and belonging. Together, we shine through a set of shared values and behaviors. We take pride in our responsibility to our clients, communities, and to each other. We embrace differences and recognize the unique value that each of us brings to our community.

We encourage you to apply, as unique backgrounds, perspectives, and lived experiences are welcomed.


We See You at IPG Mediabrands.


Wage and Benefits

We offer a Total Rewards package that includes medical and dental coverage, 401(k) plans, flex spending, life insurance, disability, employee discount program, employee stock purchase program and paid family benefits to support you and your family. To give you the ability to better meet your personal needs, and in support of your physical and emotional well-being, you will receive discretionary time off days and company-wide Appreciation Weeks and Wellness Days.

We also offer a competitive Total Compensation package, including a competitive salary and eligibility for an annual discretionary incentive award or a relevant incentive award.

The salary range for this position is posted below. Where an employee or prospective employee is paid within this range will depend on, among other factors, actual ranges for current/former employees in the subject position, market considerations, budgetary considerations, tenure and standing with the Company (applicable to current employees), as well as the employee’s/applicant’s skill set, level of experience, and qualifications.


Employment Transparency

It is the policy of Mediabrands, division of the Interpublic group, to provide equal employment opportunities to all employees and applicants for employment without regard to race, color, ethnicity, gender, age, religion, creed, national origin, sexual orientation, gender identity, marital status, citizenship, genetic information, veteran status, disability, or any other basis prohibited by applicable federal, state, or local law.


Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties, or responsibilities that are required of the employee for this job. Duties, responsibilities, and activities may change at any time with or without notice.

The employer will make reasonable accommodations in compliance with the American with Disabilities Act of 1990. The job description will be reviewed periodically as duties and responsibilities change with business necessity. Essential and other job functions are subject to modification. Reasonable accommodations may be provided to enable individuals with disabilities to perform the essential functions.


For applicants to jobs in the United States: In compliance with the current Americans with Disabilities Act and state and local laws, if you have a disability and would like to request an accommodation to apply for a position with Mediabrands, please email accommodation@mbww.com.


About IPG Mediabrands

IPG Mediabrands is the media and marketing solutions division of Interpublic Group (NYSE: IPG). IPG Mediabrands manages over $47 billion in marketing investment globally on behalf of its clients across its full-service agency networks UM, Initiative and Mediahub and through its award-winning specialty business units Healix, Kinesso, MAGNA, Mediabrands Content Studio, Orion Holdings, Rapport, and the IPG Media Lab. IPG Mediabrands clients include many of the world’s most recognizable and iconic brands from a broad portfolio of industry sectors including automotive, personal finance, consumer product goods (CPG), pharma, health and wellness, entertainment, financial services, energy, toys and gaming, direct to consumer and e-commerce, retail, hospitality, food and beverage, fashion and beauty. The company employs more than 18,000 diverse marketing communication professionals in more than 130 countries. Learn more at www.ipgmediabrands.com.