Audience Strategy Analyst

WNS; New York (NY); Remote; USD 100,000 - 125,000; Full time

Benefits offered by this job

Medical, dental, and vision insurance

PTO and holidays

401(k) with company match

Life and AD&D Insurance

Employee Assistance Program

Job summary

WNS is seeking an Audience Strategy Analyst to develop data-driven audience strategies across digital channels. The role focuses on segmentation, personalization, and customer journeys using first-party data, with collaboration across Analytics, Marketing, and Technology teams.

The ideal candidate combines strong SQL skills with digital marketing expertise, translating complex data into actionable insights and business recommendations for optimization across campaigns.

Qualifications

• Advanced SQL skills and experience with large, complex datasets.
• Experience leading or supporting audience segmentation and personalization.
• Strong experience with first-party customer data.
• Experience with digital marketing campaigns across owned and paid channels.
• Solid understanding of campaign measurement, reporting, and testing methodologies.
• Ability to translate data into actionable business recommendations.

Responsibilities

• Lead audience segmentation, personalization, and customer journey initiatives using first-party data.
• Develop audience strategies across owned and paid channels to improve campaign effectiveness.
• Use SQL to extract and analyze campaign and audience data.
• Perform campaign reporting, A/B testing, and significance analysis.
• Translate analytical findings into clear business insights and recommendations.
• Collaborate with Analytics, Marketing, and Technology teams to define requirements and ensure accurate execution.
• Maintain data quality and identify gaps for process improvements.
• Develop and maintain dashboards to track audience and campaign performance.
• Communicate findings to technical and non-technical stakeholders.

Skills

Advanced SQL

Audience segmentation

Customer journeys

First-party data

Digital marketing

A/B testing

Data interpretation

Storytelling / insights

Tools

Snowflake

CDP

Salesforce Marketing Cloud

Meta/Google Ads

Adobe Experience Platform

Tableau/Domo

Job description

Company Description

WNS, part of Capgemini, is an Agentic AI-powered leader in intelligent operations and transformation, serving more than 700 clients across 10 industries, including Banking and Financial Services, Healthcare, Insurance, Shipping and Logistics, and Travel and Hospitality. We bring together deep domain excellence - WNS’ core differentiator - with AI-powered platforms and analytics to help businesses innovate, scale, adapt and build resilience in a world defined by disruption.Our purpose is clear: to enable lasting business value by designing intelligent, human-led solutions that deliver sustainable outcomes and a differentiated impact. With three global headquarters across four continents, operations in 13 countries, 65 delivery centers and more than 66,000 employees, WNS combines scale, expertise and execution to create meaningful, measurable impact.

Company Description

WNS, part of Capgemini, is an Agentic AI-powered leader in intelligent operations and transformation, serving more than 700 clients across 10 industries, including Banking and Financial Services, Healthcare, Insurance, Shipping and Logistics, and Travel and Hospitality. We bring together deep domain excellence - WNS’ core differentiator - with AI-powered platforms and analytics to help businesses innovate, scale, adapt and build resilience in a world defined by disruption.Our purpose is clear: to enable lasting business value by designing intelligent, human-led solutions that deliver sustainable outcomes and a differentiated impact. With three global headquarters across four continents, operations in 13 countries, 65 delivery centers and more than 66,000 employees, WNS combines scale, expertise and execution to create meaningful, measurable impact.

Job Description

Job Title: Audience Strategy Analyst

Location: Remote

Employment Type: Full-time

Industry: Analytics/Marketing/Technology

Experience Level: Mid-Level

About the Role

We are seeking a Audience Strategy Analyst to support the development and execution of data-driven audience strategies across digital marketing channels. This role will focus on audience segmentation, personalization, customer journeys, campaign analytics, testing, and optimization using first-party data.

The ideal candidate will combine strong SQL and analytical capabilities with digital marketing expertise and the ability to translate complex data into meaningful insights, business narratives, and actionable recommendations.

The role requires close collaboration with Analytics, Marketing, Technology, and other business stakeholders and requires availability during US business hours.

Key Responsibilities

• Lead and support strategic audience segmentation, personalization, and customer journey initiatives using first-party data.
• Develop audience strategies across owned and paid digital marketing channels to improve campaign effectiveness and customer engagement.
• Use advanced SQL to extract, analyze, validate, and interpret customer, audience, and campaign data.
• Perform campaign reporting and analytics, including A/B testing, statistical significance analysis, incrementality measurement, trend analysis, and performance evaluation.
• Translate complex analytical findings into clear business narratives, insights, and actionable recommendations.
• Partner with technical and business teams to define audience requirements and ensure accurate execution across relevant marketing platforms.
• Identify operational, process, and data gaps and recommend improvements to maintain data quality and integrity across platforms.
• Monitor audience and campaign performance and identify opportunities for optimization.
• Collaborate with cross-functional stakeholders across Analytics, Marketing, Technology, Operations, and other relevant functions.
• Develop and maintain reporting and dashboards to provide visibility into audience and campaign performance.
• Effectively communicate analytical findings and recommendations to both technical and non-technical stakeholder.

Required Qualifications Preferred Qualifications

• Advanced SQL skills and demonstrated experience working with large and complex datasets.
• Experience leading or supporting audience segmentation, personalization, and customer journey strategies.
• Strong experience working with first-party customer data.
• Experience with digital marketing campaigns across both owned and paid channels.
• Strong understanding of campaign measurement, reporting, and testing methodologies.
• Hands-on knowledge of A/B testing, statistical significance, incrementality, trend analysis, and data interpretation.
• Ability to convert data and analytical findings into meaningful business recommendations.
• Experience identifying operational or data gaps and implementing process improvements.
• Strong analytical, problem-solving, organizational, and stakeholder-management skills.
• Strong written and verbal communication skills with the ability to work effectively across technical and business teams.

Tools & Technology

• Snowflake or other SQL databases
• Customer Data Platforms (CDP)
• Salesforce Marketing Cloud or other email service providers
• Media advertising platforms such as Meta and Google
• Adobe Experience Platform (AEP) - preferred
• Adobe Customer Journey Analytics (CJA) - preferred
• Tableau and/or Domo - preferred

Reporting Structure

The Audience Strategy Analyst will report to the Director - Analytics, or to another leader/designated reporting manager as assigned by the Company based on organizational and business requirements.

Work Schedule & Collaboration

The successful candidate must be available to work in alignment with US business hours. The role requires regular collaboration with US-based stakeholders, technical teams, business partners, and other cross-functional teams. The individual should be comfortable operating in a dynamic environment, managing multiple priorities, and adapting to evolving business, campaign, and analytical requirements.

Additional Information

Compensation Disclosure

The base salary range for this position is $100K - $125K annually. This range reflects the base pay that we reasonably expect to offer for the role across our hiring locations.

Final compensation will be determined based on a combination of factors, including but not limited to:

• Geographic location (state and city of residence)
• Overall professional experience
• Directly relevant experience
• Education and certifications
• Industry knowledge and expertise
• Skills and competencies

In addition to base pay, this role may be eligible for performance-based bonuses, or incentive pay, or commissions, which are not included in the listed base salary range.

WNS complies with all applicable federal, state, and local pay transparency laws, including those in California, Colorado, New York, Washington, and Illinois. Where required by law, we will provide additional details about compensation and benefits to qualified applicants.

Benefits Overview

• Medical, dental, and vision insurance
• Paid time off (PTO), holidays, and sick leave
• 401(k) with company match or other retirement plan
• Life and AD&D Insurance
• Employee Assistance Program

Equal Opportunity Employer Statement

WNS is an Equal Opportunity Employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.

All qualified applicants will receive consideration for employment without regard to race, color, religion, sex (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender identity or expression, national origin, age, disability, genetic information, veteran status, or any other status protected under federal, state, or local law.

We also provide reasonable accommodations to individuals with disabilities and for sincerely held religious beliefs in all aspects of employment, including the application process.