Manager, Audience Strategy

Business Overview 

We believe in the power of media to reshape our industry and orchestrate a brand’s entire consumer experience, by balancing both what unites people and what makes them different. When brands unite people in culture, they build Fame, and when brands connect individuals to their unique journeys, they build customer Flow. Initiative builds Fame & Flow for brands like Nike, Amazon, Merck, and T-Mobile. Media responsibility is at the forefront of everything we do, whether it’s creating media plans that reflect the diversity of our communities, promote brand safety, and foster sustainability. Our agency celebrates diversity in an inclusive environment where all of our 6,000+ strong talent across 90+ markets feel seen, heard, and valued. Our vision is to create not only a better media company, but also a better media industry, and maybe even a better world.  

We make a promise to our people that we double down on seeing, celebrating & elevating all the things that make you, uniquely you. And just as we do for our brands and clients, we connect our people to the journeys that matter in building a meaningful career.  

There are four I’s in Initiative and these represent our core values and behaviors.  

• INDIVID[YOU]ALITY – you bring your genuine and unique self to and into the work, every day.  
• INSTINCT – you’re tuned in and armed with intelligence; you have a bias for action – shit happens when you’re around.  
• IMPACT! – you care deeply about the impact you have on our clients, their customers, our community, the media landscape and our world at large.  
• IMAGINATION – your ability to imagine and bring to life the ideas, solutions, and the future of Initiative, makes us THE create media agency in the world. 

Position Summary

The Audience Solutions team is a function within the Strategy craft, built to strengthen our data-led services and strategic planning. We're looking for someone excited by the changes disrupting businesses and transforming those challenges into growth opportunities.

As the Audience Strategy Manager, you will contribute to modernizing Initiative’s audience-first approach by answering questions through analysis and creating solutions through our tech stack that solve our clients' business challenges.

The Audience Solutions team evolves our client’s audience first planning and data-driven media activation by working cross-functionally across crafts. We help to maximize our client's desired business outcomes by utilizing our people-based data to identify market insights for marketing decisions.

You will act as a day-to-day contributor on specific client teams supporting market analysis, audience segmentation & identification, insights development, and activation opportunities to deliver on our client's goals. You will be expected to become an expert in leveraging the agency’s and client’s proprietary data assets.

To be successful in this role, the person needs to be a critical thinker with the desire to identify and solve a brand’s business problems through data. 

Responsibilities

• Support the analysis about our client's industry and their position within it to identify audience opportunities to drive growth
• Support in the maintenance of excellent client relationships & understanding of the clients' key business and challenges
• Being considered a valuable contributor during client meetings with the ability to respectfully challenge others’ opinions in the right forum/manner
• Knowing the various functions of our tech stack across insights & activations for delivering on client project.
• Collaborating with internal teams to maintain  a full view on the media activation and ensuring it ties to the overarching audience framework
• Partner with the Audience Science  team to use statistical models to build advanced high-value audiences
• Work with clients to understand their 1PD collection and attributes to utilize for media activation and advanced modeling
• Collaborate with media activation teams to identify the optimal data sources across 1P, 2P and 3P that translate audience strategy into a consistent framework
• Understanding of data and digital media ecosystem to identify new data opportunities to enhance activation efforts
• Champion in innovation and help client educate and develop forward-thinking digital roadmap and testing plan

Required Skills 

• Hands-on experience in digital marketing technologies, including DSP, DMP, CDP or CRM platforms. Experience in Client MarTech will be a plus.
• Understanding in data and digital media ecosystem with the ability to see from the brand’s business lens
• Experience in using research & data to identify insight