Audience Strategy Manager (Experienced Level Professional)

Audience Strategy Manager (Experienced Level Professional)

Michelin is hiring!

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THE OPPORTUNITY

Drive business success through identifying, building, and deploying audience segments and journeys across multiple platforms. As the Audience Strategy Manager, you will lead the implementation of Michelin’s audience-based marketing activities across paid, owned and earned channels. Collaborate closely with global technology and marketing platform teams to develop, implement, test, and scale data-driven marketing efforts to inform business decisions.

The Audience Strategy Manager will collect, analyze, and leverage diverse, complex, and cross-functional datasets. Additionally, they will craft the company’s strategic vision by ensuring top management comprehends the idea, technology, and utility of tools like CDP, demonstrating their value in activity management and using them to drive company growth.

This position is based at our headquarters in Greenville, SC, conveniently located within driving distance to east coast beaches, the Blue Ridge Mountains and large cities like Atlanta and Charlotte. The mild climate, charming downtown, and impressive culinary scene are just a few of the perks of living here. 

WHAT YOU WILL DO

Audience Management & Distribution

· Lead enterprise audience management and distribution efforts for Michelin, BFGoodrich, and Uniroyal in North America, using Audience Data Management platforms for cross-channel targeting.

· Define and leverage data sources to effectively address business challenges and ensure ethical data governance.

· Act as the central hub for audience and signal distribution across channels, driving initiatives to enhance data quality, automate customer journeys, and improve operational efficiencies.

· Collaborate with global and regional Retail and Partnership teams to develop 2nd party data partnerships and audience sizing strategies for paid and owned channels.

· Identify and acquire data requirements for complex business needs, interpreting complex datasets to analyze results, identify trends, and recommend actionable insights for value creation.

Consumer Data Platform (CDP)

· Drive CDP functionality and its strategic importance across North America operations, improving capabilities and integrating diverse data sources for targeted audience segments.

· Develop ongoing CDP use cases for Michelin, BFGoodrich, and Uniroyal, collaborating with Global CDP teams to advance technology stack development and represent the AMN region in strategic decisions.

· Define data collection strategies with Marketing teams to optimize CDP across various touchpoints, supporting its use as a CRM acceleration tool.

Audience Strategy

· Collaborate across business lines to develop targeted segmentation strategies based on consumer data, continuously analyze data and engagement metrics to optimize strategies, and make data-driven decisions aligned with campaign objectives.

· Partner with Media Managers, Ad Agencies, and internal teams to build strategic CDP audiences across platforms like CDP, DMP, The Trade Desk, and CRM, driving lead scoring initiatives to enhance sales opportunities.

· Develop and implement strategies to attract and engage new audiences via various marketing channels, collaborating on test and learn initiatives with Media Managers, Media Activation Managers and Ad Agencies.

· Support the development of multi-channel marketing campaigns aimed at growing customer loyalty, documenting and sharing best practices and insights with marketing teams, and working with agencies to establish CRM/CDP playbook and data governance strategies.

Platform Capability Management & Expansion

· Lead and execute on the capability roadmap, driving evaluation of new audience data sources, emerging data, identity, and distribution tech, as well as informing improvements to existing toolsets.

· Partner closely with communications and marketing leaders to evaluate emerging audience capability needs and campaign orchestration requirements, translating them into a capability roadmap.

· Lead assigned vendor/partner platform relationships (e.g., Salesforce Marketing Cloud).

· Coordinate the email campaign deployment process, from journey builds through deployment.

· Apply data-driven insights to segment the customer base effectively, maximizing engagement and conversion rates.

· Stay updated with market and consumer trends and competition and provide recommendations for testing new and emerging technologies, vendors, and trends.

Business Perspective

Provide subject matter expertise within the paid media and digital activatio