Associate Director - Audience Analytics

Omnicom Media; Rapid City (SD); On-site; USD 120,000 - 170,000; Full time

Job summary

Omnicom Media in Rapid City seeks an Associate Director, Audience Analytics to lead audience strategy development and analytics for client media planning. You will own complex audience workstreams and serve as an expert to internal teams and clients.

You will work hands-on with audience platforms, manage 1PD/2PD/3PD data, and collaborate with Planning and Activation to implement addressable initiatives. Strong communication and project management are essential.

Qualifications

• 5-7 years of professional experience in audience strategy, media analytics, paid media, or a related field.
• 2-3 years of agency experience with hands-on work in audience development and analytics.
• Hands-on experience with audience platforms and tools (e.g., Omni, LiveRamp, Adobe, The Trade Desk, Google Marketing Platform, Acxiom, Nielsen, ComScore, MRI Simmons, YouGov).
• Strong understanding of audience segmentation, targeting, and media addressability.
• Experience building and analyzing audiences within various platforms (DMPs, DSPs, social media platforms, etc.).
• Familiarity with data analysis and visualization tools (e.g., Excel).
• Strong analytical skills with the ability to work with data and draw meaningful conclusions.
• Solid communication, interpersonal, and presentation skills.
• Ability to manage multiple projects and work effectively in a collaborative environment.
• Comfortable with ambiguity and adaptability in a fast-paced agency environment.

Responsibilities

• Support audience strategy development and segmentation.
• Build and maintain audiences using 1PD, 2PD, and 3PD data sources.
• Research market trends and inform targeting recommendations.
• Create and deliver audience insight presentations for clients.
• Support 1PD onboarding and data integration into platforms.
• Collaborate with Planning and Activation teams for addressable channels.
• Identify opportunities to leverage data to improve client goals.

Skills

Audience strategy

Media analytics

Data analysis

Communication

Project management

Collaboration

SQL knowledge

Education

Bachelor's degree in marketing, business, or a related field

Tools

Omni

LiveRamp

Adobe

The Trade Desk

Google Marketing Platform

Acxiom

Nielsen

ComScore

MRI Simmons

YouGov

Job description

The Associate Director, Audience Analytics is part of a team responsible for developing and optimizing audience strategies and insights to support client media planning and performance goals. This role combines hands‑on expertise in audience platforms with the ability to think strategically about audience segmentation, targeting, and addressability across media channels.

The Associate Director executes complex audience workstreams, contributes subject matter expertise to strategy development, and supports the Director on key client initiatives. This position carries increasing responsibility for owning discrete projects and serving as an audience expert to internal teams and clients.

Key Responsibilities :

Audience Strategy Development & Implementation

• Support audience strategy development, including segmentation, persona development, and audience portfolio design.
• Build and maintain audiences using first-party (1PD), second-party (2PD), and third-party (3PD) data sources within Omni and other audience platforms.
• Research and monitor market trends, competitive intelligence, and emerging data sources to inform audience targeting and strategy recommendations.
• Create and deliver audience insight presentations and recommendations for client stakeholders.
• Support 1PD onboarding and data integration into audience platforms.
• Partner with Planning and Activation teams to ensure effective audience implementation across addressable channels.
• Help to identify opportunities to use first-party (1PD) and third-party (3PD) data to improve ability to deliver against client goals and increase media engagement.

Platform & Data Expertise

• Maintain hands-on proficiency with audience tools and data platforms.
• Develop and share knowledge of data sources, audience capabilities, and best practices, contributing to team learning on audience technology and approaches.
• Leverage AI and automation tools to enhance audience analysis, segmentation, and reporting efficiency.
• Stay current on developments in audience platforms, addressable media, and data solutions.
• Support evaluation and testing of new tools and data sources, working with media partners, technology vendors, and data providers to implement targeting solutions.

Analytics & Insights

• Analyze audience data and segment performance against key performance indicators to identify patterns, opportunities, and optimization recommendations.
• Pull and organize data from various sources to support audience analysis and reporting.
• Partner with the audience science team to use advanced modeling techniques for deeper audience understanding.
• Document learnings and insights from audience projects to inform future strategy.

Client Support & Communication

• Develop expertise to serve as an audience subject matter expert to internal teams and support client communications on audience matters.
• Support the development of client points of view (POVs) on audience-related topics by providing data and insights.
• Contribute audience insights and recommendations to client presentations, strategy discussions, and meetings.
• Contribute to the development of new agency products and services related to audience analytics and insights.
• Support client relationship management activities as directed by the Director.

Project Management & Execution

• Manage assigned audience projects and workstreams from conception through implementation and reporting.
• Maintain organized project documentation, timelines, and deliverables.
• Coordinate with cross-functional teams (Strategy, Planning, Activation, Analytics) to ensure successful project execution.
• Communicate project status, challenges, and recommendations to the Director and internal stakeholders.
• Support ad-hoc client requests and special projects as assigned.

Required Qualifications:

• 5-7 years of professional experience in audience strategy, media analytics, paid media, or a related field.
• 2-3 years of agency experience with hands-on work in audience development and analytics.
• Hands-on experience with audience platforms and tools (e.g., Omni, LiveRamp, Adobe, The Trade Desk, Google Marketing Platform, Acxiom, Nielsen, ComScore, MRI Simmons, YouGov).
• Working knowledge of 1PD, 2PD, and 3PD data sources and audience activation.
• Strong understanding of audience segmentation, targeting, and media addressability.
• Experience building and analyzing audiences within various platforms (DMPs, DSPs, social media platforms, etc.).
• Familiarity with data analysis and visualization tools (e.g., Excel).
• Strong analytical skills with the ability to work with data and draw meaningful conclusions.
• Solid communication, interpersonal, and presentation skills.
• Ability to manage multiple projects and work effectively in a collaborative environment.
• Comfortable with ambiguity and adaptability in a fast-paced agency environment.

Desired Skills:

• Bachelor's degree in marketing, business, or a related field.
• Experience working with financial services and technology software brands.
• Knowledge of advanced analytics, including predictive scoring or propensity modeling.
• Experience with SQL or other data querying languages.