Media Audience Strategy Specialist

About the Role

Key Responsibilities

• Champion audience-first thinking within strategy and media teams by providing a consultative approach to driving business outcomes defined by the annual media strategy
• Lead paid media audience retention targeting approaches based on specific media campaigns by running audience insight analysis, collaborating cross-functionally to develop test and learn opportunities at the audience segment level
• Brief in new audience opportunities seasonally to mar-tech team in collaboration with media activation teams based on strategic priorities while owning media audience 1P audience request
• Use an understanding of data and digital media ecosystem to identify new data opportunities (3P) to enhance activation efforts working with media agency partner
• Analyze performance by audience segment & provide audience optimization recommendations to media activation teams, and collaborate with Data and Analytics teams on tracking audience segment performance
• Manage audience overlap, governance, and prioritization to advise media activation teams
• Collaborate with channel activation teams to identify the optimal data sources across 1P, 2P, and 3P that translate audience strategy into media activations
• Fully understand 1P collection and attributes to utilize for media activation; serve as a subject matter expert on evolving tracking (cookie deprecation) and privacy regulations across platforms like Google, Meta, TikTok, and others
• Support onboarding and activation of audiences (e.g., Tealium), and facilitate processes between internal mar-tech teams and external partners

Requirements

• Bachelor's degree in Marketing, Advertising, Computer Science, Information Systems, Business Analytics, or a related field
• 3+ years experience in audience development, data-driven marketing and/or digital marketing (working in paid media is a plus)
• Solid understanding of mar-tech and ad-tech landscape; experience with data onboarding and data clean rooms
• Digital marketing experience in a fast paced, multi-channel, retail environment is a plus
• Working knowledge of all media activation channels (programmatic, social, search, OOH, etc.) and understanding full funnel addressable activation best practices
• Highly organized with strong problem-solving capabilities
• Strong project management and inter-departmental coordination skills
• Highly motivated with ability to thrive in a fluid and demanding environment

Nice to Have

• Experience with data onboarding and data clean rooms
• Experience working in a fast paced, multi-channel retail environment

Qualifications

• Bachelor's degree in Marketing, Advertising, Computer Science, Information Systems, Business Analytics, or a related field
• 3+ years experience in audience development, data-driven marketing and/or digital marketing

Benefits & Perks

• Store discount
• Paid parental leave
• Disability insurance
• Health insurance
• Dental insurance
• Flexible spending account
• Paid time off
• Adoption assistance
• Parental leave
• Vision insurance
• Opportunities for advancement
• Incentive bonus program
• Annual companywide review process
• Flexible spending accounts
• Medical, dental and vision insurance
• Life and disability insurance
• Associate assistance program
• Paid parental and adoption leave
• Access to fertility and adoption benefits through Carrot
• Access to mental health and wellness app, Headspace
• Paid time off and one paid volunteer day per year
• Work from anywhere (Mondays and Fridays are “work from anywhere” days for most roles and six work from anywhere weeks per year)
• Seven associate wellness half days per year
• Merchandise discount on all of our brands