Senior Audience Strategy Lead: Data-Driven Growth

Publicis Groupe ANZ; Toronto; On-site; CAD 70,000 - 80,000; Full time

Job summary

Starcom, part of Publicis Groupe, Toronto, is seeking an Audience Strategy Manager to drive data-driven audience solutions and collaboration across planning, activation, and analytics teams. The role emphasizes the development of audience frameworks, segmentation, and performance reporting.

You will partner with multi-disciplinary teams to translate briefs into strategic audience strategies, leverage tools like Lotame and Vividata, and contribute to client value through insightful

Qualifications

• Bachelor’s degree in a related field.
• 3-5 years of progressive levels of responsibility in 360 media planning, media research, or buying and management with a focus in digital and platforms evolution.
• Familiarity with data visualization using tools such as Tableau, R, and advanced knowledge of Microsoft Excel and PowerPoint.
• Strong understanding of audience tools (Vividata, GWI, Lotame) and their application in media planning.
• Strong understanding of digital marketing, CRM, and audience segmentation.

Responsibilities

• Support planning teams in developing and presenting data-driven audience strategies, including participation in client recommendations and presentations.
• Translate client business objectives into actionable audience strategies, identifying net-new audience opportunities and data-driven tactics to drive performance.
• Manage audience creation using audience building platforms (e.g., Lotame), and push to activation SSPs, DSPs, and social channels – inclusive of seat setup and technical troubleshooting with tech and engineering teams.
• Use research and platform tools (e.g., Vividata, GWI, Lotame) to define, segment, and analyze audiences, surfacing insights to strengthen strategies.
• Lead client communication on audience solutions, clearly articulating approach, value, and performance while addressing questions and feedback.
• Partner with planning and activation teams (e.g., Precision, Apex) to ensure seamless execution, with audience strategies accurately reflected in campaign setup and performance reporting across digital and offline channels.
• Contribute to tracking and measurement discussions across DSPs, social platforms, and offline channels (OOH, TV) to ensure audience performance is clearly understood.
• Drive education and adoption of audience solutions by advancing internal and client understanding of data capabilities, segmentation, and evolving products.
• Manage knowledge sharing across teams, ensuring stakeholders are up to date on audience capabilities, tools, and innovations.
• Collaborate with global teams to support alignment on audience segmentation, data, tools, and broader ad tech narratives.
• Support innovation and testing of new audience tools and methodologies, providing feedback to improve performance and usability.
• Develop client-facing materials, including audience strategies, data presentations, and performance reports.
• Foster strong client relationships by setting clear expectations, proactively identifying opportunities, and continuously delivering incremental value.
• Maintain strong knowledge of research methodologies, segmentation techniques, and advertising technology platforms

Skills

Media planning

Digital advertising

Data analysis

Communication

Education

Bachelor’s degree (4-year)

Tools

Tableau

R

Excel

PowerPoint

Job description

Starcom, part of Publicis Groupe, Toronto, is seeking an Audience Strategy Manager to drive data-driven audience solutions and collaboration across planning, activation, and analytics teams. The role emphasizes the development of audience frameworks, segmentation, and performance reporting.

You will partner with multi-disciplinary teams to translate briefs into strategic audience strategies, leverage tools like Lotame and Vividata, and contribute to client value through insightful