Manager, Audience Analytics

Position Summary

The Manager, Audience Analytics is a valuable team member supporting the development and execution of audience and account-based strategies for a major B2B client. Collaborating closely with senior team members, you will contribute to data-driven audience visions and help turn them into action. You will use data to find insights that inform audience segmentation and targeting, supporting the Director and Group Director in their strategic work.

The Manager will work with internal strategy, analytics, media planning, and activation teams to ensure audience and account-level insights are used in marketing and media decisions. This role requires a good understanding of audience segmentation, account-based marketing methodologies, data analysis, and how to use platforms including ABM and intent data tools to build audiences, with a focus on helping to drive business growth for the client.

Responsibilities

• Audience Strategy & Insights:
• Support the development of audience strategies that align with the client's marketing goals, including building ideal customer profiles (ICPs) for ABM campaigns that define firmographic, technographic, and behavioral attributes of high-value accounts to maximize engagement and conversion rates.
• Research and monitor market trends, competitive intelligence, and emerging intent data sources to inform audience targeting and ABM strategy recommendations.
• Help to identify and analyze innovative approaches to audience targeting and segmentation using the latest data and trends.
• Contribute to the creation of presentations that communicate audience insights to the team and clients.
• Data Analysis & Audience Building:
• Analyze audience data from diverse sources, including market research, client sales data, CRM records, and third-party intent signals, to find key trends and opportunities that inform the creation and ongoing optimization of target account lists (TALs) to prioritize across media and ABM campaigns.
• Build and implement audience segments within various platforms (DMPs, DSPs, social media platforms, ABM platforms such as Demandbase) demonstrating deep understanding of data used and how it delivers against media and account-based objectives.
• Measure and analyze how audience segments and TALs are performing against key performance indicators, providing insights and recommendations for improvement.
• Data Stewardship & Integration:
• Support the onboarding and integration of data into the Omni platform, working closely with the team.
• Help to identify opportunities to use first- and third-party data to improve ability to deliver against client goals, enhance account prioritization, and increase media engagement.
• Collaboration & Communication:
• Work with internal strategy, media planning, and growth analytics teams to ensure audience insights understood and applied across campaign planning and execution.
• Partner with the audience science team to use advanced modeling techniques for deeper audience understanding.
• Work with media partners, ABM technology vendors, and data providers to implement audience and account-based targeting solutions.
• Communicate audience insights, performance and recommendations to the team clearly and concisely.
• Client Support & Growth:
• Support the development of client points of view (POVs) on audience-related topics by providing data and insights.
• Participate in client meetings, providing audience insights and recommendations.
• Stay up-to-date on the latest trends and best practices in digital media, audience strategy, ABM methodologies, and data analytics.
• Contribute to the development of new agency products and services related to audience analytics and insights.

Required Skills