Senior Analyst, Audience Strategy

Business Overview 

If you are looking for a people-first organization that can offer you the career you crave, UM is your home. We are the destination of choice for the world’s best talent, where every individual is empowered to unleash their limitless potential and do the best work of their careers.  

We are always searching for passionate team members who love media and live and breathe our core values of Curiosity, Courage, and Community. We seek out those who aren’t afraid to ask the tough questions, are excited to explore the nuances, and are hungry for personal growth and continuous learning. People who thrive at UM are collaborators by nature who pursue diverse perspectives because they understand that true innovation is driven by inclusivity. As a people-first agency, we provide the information, tools and technology, career development, and empowerment our people need to realize their potential and achieve their career ambitions.   

A global media network within the IPG Mediabrands family, UM operates in over 100 countries, with 3,000+ people innovating on a roster of powerful brands and our client campaigns have been recognized by the industry’s most competitive global showcases like Cannes Lions, Festival of Media Global, and WARC.   

As a result of our people-first commitment, UM has been celebrated as a FORTUNE Best Workplace in Advertising & Marketing in the US, a Campaign Best Place to Work in EMEA, a Campaign Asia Diverse & Inclusive Workplace in APAC, a top 3 agency in LATAM by The Effies, and ranked the number one agency in both Canada and MENAT by RECMA. 

Position Summary

The Performance Media & Measurement (PMM) Senior Analyst will be a highly analytical, detail-oriented team member, playing a key role in supporting the development and implementation of audience strategies for our CPG clients. They will ensure the accuracy and efficiency of audience targeting across National and Retail programmatic activations. This role requires a strong understanding of audience segmentation, data management, and digital marketing principles, along with a passion for data-driven insights and a collaborative approach.

Responsibilities

• Create and maintain a comprehensive segment taxonomy as new audiences are developed across data provide
• Manage tracking and updates to audience naming conventions, facilitating the sharing of information with the Enterprise Excellence and channel teams
• Work through the definition of possible audience segments, providing alternative suggestions to optimize targeting strategies
• Syndicate audiences to end destinations with proper taxonomy and segment de-duplication logic, ensuring consistency across all platforms
• Assist in managing follow-ups coming out of status meetings, ensuring timely resolution of any outstanding issues
• Select correct audience-specific inputs on the Programmatic Campaign Brief, Target Details, and Invest Cost Out tabs, ensuring accurate data for campaign setup
• Manage the audience automation mapping file for Programmatic Campaign Brief, incorporating any modifications to existing segments and adding net new audiences
• Assist in any segment build, taxonomy, or campaign setup related tasks for testing new audience strategies
• Assist with gathering and organizing audiences for each brand and data provider that will be live post-refresh, ensuring a smooth transition

Required Skills & Experience

• Problem Solving: Anticipates, recognizes and clearly defines problems using various techniques to systematically analyze, weigh alternatives and propose solutions.
• Prioritization: Assesses and ranks issues and tasks in order of importance for taking action
• Communication: Ability to clearly articulate thoughts, strategy and next steps with internal and external stakeholders through effective oral and written communication.
• Strategic Thinking: Ability to think strategically about audience targeting, campaign optimization, and the evolving media landscape.
• Project Management: Ability to manage multiple projects simultaneously, prioritize tasks, and meet deadlines.

Desired Skills & Experience

• Bachelor’s degree
• 2-3 years of experience in a media related role

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