Audience Strategy Manager

Jackson; Lansing (MI); On-site; USD 80,000 - 120,000; Full time

Job summary

Jackson is seeking an Audience Strategy Manager based in Lansing, Michigan. The successful candidate will define and develop customer audience strategies aimed at driving acquisition and retention.

You will collaborate closely with marketing teams, ensuring customer data is leveraged effectively for personalization and engagement. Candidates should possess a minimum of 5 years' experience in audience strategy or related fields, with expertise in CRM and marketing analytics.

Qualifications

• 5+ years of experience in audience strategy or related fields.
• Experience building audience strategies in CRM or marketing automation.
• Excellent communication and interpersonal skills.

Responsibilities

• Develop audience frameworks aligned to customer lifecycle stages.
• Partner with marketing and analytics teams on audience strategies.
• Monitor and analyze audience performance metrics.

Skills

Segmentation

Customer journeys

First-party data strategy

Personalization

Project management

Analytical skills

Education

Bachelor's Degree or equivalent

Tools

Adobe Real-Time CDP

SQL

Analytics tools

BI platforms

Job description

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Job Purpose

The Audience Strategy Manager is responsible for defining, developing, and operationalizing customer audience strategies that drive acquisition, engagement, retention, and lifetime value. This individual translates business goals and customer insights into scalable audience frameworks, segmentation strategies, and activation plans across owned, paid, and earned channels. Working closely with marketing sponsors, digital media, analytics, and data teams, the Audience Strategy Manager ensures customer data is transformed into actionable audiences that power personalization, journey orchestration, campaign targeting, and measurement.

Essential Responsibilities

• Develop enterprise audience frameworks aligned to customer lifecycle stages, behaviors, needs, and business priorities.
• Define audience taxonomy, segmentation methodology, and targeting rules.
• Identify high-value customer segments, growth opportunities, and suppression strategies.
• Build scalable segmentation approaches balancing precision, reach, and operational efficiency.
• Translate audience strategies into executable activation plans across email, paid media, web personalization, mobile, and direct channels.
• Partner with channel owners to ensure audience consistency across platforms.
• Define audience eligibility, prioritization, exclusions, and contact strategies.
• Partner with CDP, CRM, and Operations teams to operationalize audience definitions within platforms such as Adobe Real-Time CDP and Adobe Experience Platform.
• Establish business requirements for audience creation, enrichment, and activation.
• Ensure audiences align with identity resolution, consent, and governance standards.
• Monitor audience performance, penetration, conversion, retention, and engagement metrics.
• Analyze audience effectiveness and recommend refinements based on business outcomes.
• Partner with analytics teams on testing strategies, incrementality, holdouts, and experimentation.
• Serve as the central point of contact for audience requests across business units.
• Translate business objectives into audience recommendations and prioritization frameworks.
• Educate stakeholders on audience best practices, governance, and targeting strategy.

Other Duties

• Performs other duties and/or projects as assigned.

Knowledge, Skills And Abilities

• Strong understanding of segmentation, customer journeys, first‑party data strategy, and personalization.
• Familiarity with paid media audiences, CRM audiences, and omnichannel activation.
• Ability to interpret customer insights, analytics, and business needs into actionable targeting strategies.
• Excellent written and verbal communication and presentation skills with a proven ability to convey complex information and ideas clearly and effectively to a variety of stakeholders and influence decision making.
• Excellent interpersonal skills with an ability to build and maintain relationships.
• Strong project management, organizational, and time management skills with the ability to manage and prioritize multiple projects and tasks simultaneously.

Qualifications

• Bachelor's Degree or equivalent education and experience required.
• 5+ years of experience in audience strategy, CRM, lifecycle marketing, marketing strategy, customer analytics, or marketing operations required.
• Experience building audience strategies in a CDP, CRM, DMP, or marketing automation environment required.
• Hands‑on experience with Adobe Real-Time CDP, Adobe Target, Marketo, or similar platforms preferred.
• Experience with SQL, analytics tools, or BI platforms preferred.
• Knowledge of privacy, consent, and audience governance frameworks preferred.

Jackson is proud to be an equal opportunity workplace. The Company subscribes to and endorses federal and state laws and regulations relating to equal employment opportunity for all persons without regard to race, color, religion, gender, age, national origin, legally‑recognized disability, marital status, legally‑protected medical condition, citizenship, ancestry, height, weight, sexual orientation, veteran status, or any other factor not related to the needs of the job. The Company is committed to a policy of equal opportunity. Company facilities and campuses are tobacco‑free environments.