Director - Audience Analytics

Omnicom Media; New York (NY); On-site; USD 160,000 - 210,000; Full time

Job summary

Omnicom Media is seeking a Director of Audience Analytics to lead a team focused on turning data into actionable audience strategies across media buys. You will drive insights from proprietary data assets and mentor Managers across analytics and client solutions to evolve an audience-first approach.

You will guide methodical analyses, build predictive insights, and ensure timely deliverables that inform planning, activation, and measurement for client campaigns.

Qualifications

• 7+ years in audience strategy, data analytics, paid media or performance marketing.
• Understanding the role of data in media planning, activation and measurement.
• Experience with data mining routines (big and basic).
• SQL, Python, and R knowledge.
• Excellent communication, presentation and interpersonal skills.
• Proven success in collaborating across multiple teams, handling multiple high priority projects in a fast-paced setting.
• Experience in leading teams.
• Analytical and problem-solving skills, with a focus on using data to drive performance improvements.
• Proven experience in developing meaningful data-driven insights and advanced digital media analytics
• Knowledge and understanding in ad tech landscape and biddable media ecosystem (across search, social, or programmatic)

Responsibilities

• Guide a team of Managers to develop and enhance audience and data capabilities and improve the processes, ways of working and deliverables for the Audience Solutions Team
• Leverage agency’s proprietary data assets to generate insights through descriptive and exploratory statistics to help identify the highest value audiences for the brand/campaign
• Develop and conduct methodical approach in business and audience analyses via modeling and analytic efforts to provide insights and outputs that can help guide audience identification
• Project management of Advanced Audience tasks across the Managers and ensure team efficiency and the quality and timing of the deliverables
• Guide the team in database querying and data mining with the understanding of the connections across datasets
• Lead closed loop audience measurement solutions by developing feedback loops through data join process between agency’s proprietary data/audiences and media exposures and conversions
• Collaborate with Client Solutions team to develop audience learning agenda and measurement framework and KPIs and ensure the in-depth performance insights are delivered
• Develop trusted advisor relationships with internal teams and external clients and bring education and consultancy on how people-based data can be leveraged across the planning, activation and measurement
• Collaborate with Client Solutions and other internal teams to assess performance data and bring optimization and interpretation thoughts and recommendations

Skills

Audience strategy

Data analytics

Paid media

SQL

Python

R

Communication

Leadership

Analytics thinking

Ad tech knowledge

Job description

The Audience Analytics team is built to strengthen our data led products and services throughout the agency and evolve and future proof the client’s audience first, data oriented and outcome-based approach across all media buys. The Audience Analytics Team, under the purview of the analytics craft, works cross-functionally and connects agency’s proprietary people-based data to enable data-oriented decisions throughout planning and activation and maximize client’s business outcomes.

The Director, Audience Analytics, will focus on providing data informed insights and solutions that guide development and execution of addressable audience strategy by bringing in sophisticated data science and advanced analytics. The Director, Audience Analytics is an expert in leveraging agency’s proprietary data assets and will play a pivotal role in accelerating client’s data efforts in media. The person will work with managers within the Analytics function as well as cross-functional teams to help evolve and modernize Initiative’s audience first approach and bring addressable data thinking to the forefront.

Responsibilities

• Guide a team of Managers to develop and enhance audience and data capabilities and improve the processes, ways of working and deliverables for the Audience Solutions Team
• Leverage agency’s proprietary data assets to generate insights through descriptive and exploratory statistics to help identify the highest value audiences for the brand/campaign
• Develop and conduct methodical approach in business and audience analyses via modeling and analytic efforts to provide insights and outputs that can help guide audience identification
• Project management of Advanced Audience tasks across the Managers and ensure team efficiency and the quality and timing of the deliverables
• Guide the team in database querying and data mining with the understanding of the connections across datasets
• Lead closed loop audience measurement solutions by developing feedback loops through data join process between agency’s proprietary data/audiences and media exposures and conversions
• Collaborate with Client Solutions team to develop audience learning agenda and measurement framework and KPIs and ensure the in-depth performance insights are delivered
• Develop trusted advisor relationships with internal teams and external clients and bring education and consultancy on how people-based data can be leveraged across the planning, activation and measurement
• Collaborate with Client Solutions and other internal teams to assess performance data and bring optimization and interpretation thoughts and recommendations

Required Skills & Experience:

• 7+ years of experience in audience strategy, data analytics, paid media or performance marketing
• A solid understanding of the role of data in media planning, activation and measurement
• Experience and working knowledge on Big and basic data mining routines
• Knowledge of SQL/Python/R knowledge
• Excellent communication, presentation, and interpersonal skills.
• Proven success in collaborating across multiple teams, handling multiple high priority projects in a fast-paced setting.
• Experience in leading teams.
• Analytical and problem-solving skills, with a focus on using data to drive performance improvements.
• Proven experience in developing meaningful data-driven insights and advanced digital media analytics
• Knowledge and understanding in ad tech landscape and biddable media ecosystem (across search, social, or programmatic)

Desired Skills:

• Crosstab/statistical analysis tools (SPSS, Q, Telmar, etc) is a plus
• Curiosity and solid understanding in data sources and ecosystems with the ability to see from the brand’s business lens
• Experience or/and knowledge in digital marketing technologies, including DSP, DMP, Ad Server, Ad Verification, Site Analytics and audience syndication and measurement tools is a plus