Associate Director, Audience Analytics

IME Mediabrands Worldwide, Inc.; United States; Hybrid; USD 110,000 - 130,000; Full time

Job summary

Omnicom Media Group in the United States seeks an Associate Director, Audience Analytics to develop and optimize audience strategies for client media planning and performance goals. This role blends hands-on expertise with strategic thinking across addressable channels.

You will own complex audience workstreams, contribute to strategy development, and support the Director on key client initiatives, guiding internal teams and clients with audience insights.

Qualifications

• 5-7 years in audience strategy or analytics.
• 2-3 years agency experience in audience development and analytics.
• Hands-on experience with audience platforms and tools (Omni, DMPs, DSPs).
• Knowledge of 1PD/2PD/3PD data sources and activation.
• Strong segmentation, targeting, and media addressability knowledge.
• Experience with Excel or data visualization tools.

Responsibilities

• Develop and implement audience strategies and segmentation.
• Build audiences using 1PD/2PD/3PD data across platforms.
• Monitor trends and provide data-driven recommendations.
• Create audience insights and client-ready presentations.
• Support onboarding and data integration of 1PD.
• Collaborate with Planning and Activation for channel execution.
• Identify opportunities to leverage data for client goals.

Skills

Audience strategy

Analytics

Project leadership

Communication

Strategic thinking

Education

Bachelor's degree in marketing or related field

Tools

Omni

LiveRamp

Adobe

The Trade Desk

GMP

Acxiom

Nielsen

Comscore

MRI Simmons

YouGov

Job description

Agency: Omnicom Media Job Function: Data and Analytics Job Subfunction: Data Science and Analytics Job Description: Position Overview 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.

110,000.00 - 130,000.00

Omnicom's policy requires employees to work in the office for a minimum of three days a week, unless additional in-office days are directed by their agency or manager. Our objective is to increase this requirement over time, and many of our agencies as well as Omnicom's corporate group already require five days of in-office attendance.

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