Director, Audience Analytics

Business Overview 

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. 

Position Overview:

The Director, Audience Analytics leads the development and implementation of audience strategy and insights to drive business outcomes for IPG Mediabrands clients. As this role owns the audience process from start to finish, the ideal candidate will need to have a strong understanding of audience data & addressability, consumer behaviors, and the digital landscape, particularly within programmatic and social media. The Director collaborates with internal teams and the client to ensure audience insights are at the heart of all marketing and media decisions, driving measurable performance outcomes and business growth. This individual provides strategic guidance, manages projects, and mentors junior team members and is expected to be hands-on-keys in our audience tools to deliver on client objectives.

Responsibilities:

• Audience Analytics & Performance Strategy:
• Lead the development of audience workstreams that inform addressable strategies aligned with client goals.
• Identify and analyze key audience trends and insights relevant to the client’s industry, focusing on how these insights can be leveraged in paid media planning, performance channels and creative development
• Develop audience segmentation strategies within IPG Interact tech stack (and beyond), emphasizing segments that are highly responsive to performance-based advertising.
• Translate audience insights into actionable recommendations for media planning, creative development, and campaign optimization, with a focus on improving performance metrics.
• Performance Campaign Planning & Execution:
• Collaborate with media planning teams to develop audience-centric media plans that maximize reach, engagement, and conversion within programmatic and social media platforms.
• Work with activation teams to ensure effective audience targeting across addressable platforms.
• Oversee the implementation of audience testing roadmaps, ensuring adherence to best practices.
• Monitor campaign performance in real-time alongside Growth Analytics, Activation and Client Solutions teams, providing ongoing optimization recommendations based on audience insights and performance data.
• Client Relationship & Management:
• Serve as a key point of contact for client stakeholders, building strong relationships.
• Present audience insights, strategies, and campaign performance updates to clients, demonstrating the impact of audience-centric strategies on performance metrics.
• Manage client expectations and ensure the timely delivery of high-quality work focused on achieving performance outcomes.
• Proactively identify client needs and opportunities to enhance audience analytics and drive business growth
• Team Leadership & Mentorship:
• Provide guidance and mentorship to junior team members, fostering a collaborative environment focused on achieving performance goals.
• Oversee project execution, ensuring timely delivery and adherence to quality standards for performance-driven campaigns.
• Share knowledge and best practices with the team, promoting continuous learning in audience analytics and addressable marketing.
• Stay abreast of the latest trends and best practices in audience, data analytics, and marketing technology.

Required Skills & Experience: