Audience Science Manager

About Wavemaker

We believe there always is a better way to grow. We positively provoke growth for our clients by reshaping consumer decision-making and experiences through media, content, and technology. The Wavemaker way is globally consistent. Fueled by the world’s most powerful consumer data, we understand where and how marketing can intervene decisively to help brands win more sales.

Our name is our mission and our method. To make waves, you need to be provocative, even fearless. We do our best work for brave brands and people who want to be challenged to go further and faster. We know it’s not easy, but if it’s in you, we will get it out of you.

Our 7,600 people across 90 markets provoke growth for some of the world’s leading brands and businesses. Our attitude of Positive Provocation is enabled by:

• Deep knowledge we have of our clients’ business
• Confidence to challenge what’s gone before
• The support to go further than we thought possible

We are a part of GroupM, WPP’s global media investment management company. Discover more on wavemakerglobal.com, Twitter and LinkedIn.

Job Title: Audience Science Manager

Audience Science:

At the heart of Audience Science is the global mission to promote the best audience practice for understanding people through digital signals.

We believe that with increasing digitisation of media it is imperative that our clients use technology, content, and behavioural data to their advantage. Our global audience sciences team work to maximise the addressable insights from data, enabling the creation of more personalised and ultimately effective marketing campaigns. Areas of focus for the team include:

• Audience strategy, planning, and development, leading to the creation of advanced audience and messaging strategies for all automated media investment deployment.
• Audience insight creation through the use of 1st, 2nd, and 3rd party data to build customer segmentations and audience insights that promote personalisation opportunities.
• Creation of data partnerships and integrations to deliver unique audience benefits to our clients.

Role context:

This role is primarily responsible for supporting advanced custom audience planning, strategy and production for WM Worldwide’s Audience Science Team with an industry leading CPG client. Working closely with client programmatic, paid social and paid search leads, the role is responsible for developing strategic audiences using insights generated from market research, social listening and data partners to develop addressable audiences that will build brand awareness and drive engagement campaigns across digital channels.

We are looking for a highly detailed and outcome-oriented person to lead insights and hypotheses creation for new audience segments. Day-to-day this person will work closely with campaign leads across the Clients portfolio of brands, providing unique understanding of how consumers behave, uncovering their niche or collective interests and motivations; and translate growth opportunities for brands into digital signals to be activated by the central Activation team.

The Audience Science Manager will be pivotal in:

• Creation and ownership of WM Worldwide’s Audience Science approach to advanced audience planning and creation.
• Developing hypotheses using multiple data sources (quant, qual, and digital), historical audience performance, and historical purchase history.
• Translating hypotheses with data to uncover relevant passion points, interests, and online behaviours that inform the basis of audience segmentation.
• Validating and enriching behavioural data to form high-affinity audience clusters that feed insights directly into the production process and creative teams.
• Building or pushing custom audiences into paid media activation platforms (like DV360, TTD, Amazon DSP, Meta, Google Ads, etc) and working with activation partners to identify targeting tactics that can be leveraged through in-platform optimisation and custom messaging.
• Ensuring in-flight and post-campaign audience performance is measured against business focused KPIs.

Required skills / experience:

A successful candidate for this role will be an ambitious, creative problem-solver with a natural ability for storytelling. Organisational skills are a must as you will have the opportunity to lead multiple projects simultaneously and be self-sufficient at managing deliverables to deadlines. The role requires an individual with a highly analytical approach to developing audience segmentation test cells and forecasting the outcomes from activity.

Overall, you will have a strong marketing understanding and experience of turning data-driven audience insights into addressable audience segments.

• Experience working on a variety of demand generation campaigns from inception to completion.
• Strong consumer understanding skills.
• Eye for Audience creation using behavioural and contextual data sources.
• Experience of Marketing platforms (e.g. Google DV360, TTD, Xandr, Amazon DSP).
• Knowledge of Google marketing platforms and Analytics preferential.
• Strong stakeholder experience with marketing, technology and/or product teams.
• Relevant industry experience gained from a similar company would be a strong advantage.
• An ability to work independently to organizational deadlines and KPIs.

Attributes:

• Genuine interest in digital advertising/media/marketing (ESSENTIAL), with an organized and systematic approach.
• Passionate – brings a genuine thrill and excitement to the role.
• Agile – is able to be nimble in thought and action and overcome obstacles to achieve great things.
• Collaborative – works well with others, and can align behind a shared purpose.
• Entrepreneurial – is open to new ideas and will challenge old ones.
• Diverse – is proud of the difference they can bring.
• Proactive – with a pragmatic and results focused approach and a passion for problem solving.
• Highly motivated – bringing a ‘can-do’ attitude.
• Organized – excellent organizational, communication (oral and written), workload and prioritization skills.
• Possess a passion for problem solving, an eye for detail, patience and a highly motivated “can-do” attitude.
• Excellent communication, team working and prioritization skills.

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