Director, Audience Strategy & Insights (US & Mexico)

Regional Client; Miami (FL); On-site; USD 120,000 - 180,000; Full time

Benefits offered by this job

PTO

Tuition reimbursement

Wellness programs

401K

Life insurance

Health benefits

Job summary

TelevisaUnivision is seeking a seasoned Marketing Strategy leader to steer audience strategy across the U.S. and Mexico, translating business priorities into insights-driven plans.

You will establish standardized planning frameworks, build audience personas, and connect research with campaign design to optimize reach and effectiveness. Collaborating with marketing analytics and cross-functional partners, you will present strategic recommendations to senior leadership and drive audience growth in

Qualifications

• Bachelor's degree in Marketing, Communications, Business, Advertising, Media, Research, or a related field.
• 10+ years of experience in marketing strategy, media strategy, audience strategy, consumer insights, communications planning, or a related discipline.
• Strong strategic planning experience with a demonstrated ability to translate business objectives, consumer insights, and data into actionable strategies.
• Experience developing audience segmentation, personas, consumer journeys, and other audience frameworks.
• Strong understanding of the media landscape across linear television, streaming, digital, social, and emerging platforms.
• Experience with consumer research, audience measurement, media measurement, and business intelligence tools such as Nielsen, MRI-Simmons, Comscore, VideoAmp, Domo, or similar platforms.
• Strong understanding of campaign measurement, KPIs, learning agendas, reach and frequency, and marketing effectiveness.
• Strong understanding of U.S. Hispanic audiences and the broader multicultural marketplace; Mexico market experience highly preferred.
• Excellent strategic thinking, analytical, storytelling, presentation, and executive communication skills.
• Proven ability to influence and collaborate across senior leadership and cross-functional teams.
• Bilingual English/Spanish strongly preferred.
• Proficient with MS Excel and PowerPoint.

Responsibilities

• Lead strategic planning and audience strategy across the U.S. and Mexico, aligning business priorities with audience and marketplace opportunities.
• Establish standardized planning frameworks, strategic playbooks, and best practices across marketing campaigns.
• Develop campaign strategies by connecting business objectives, audience insights, marketplace dynamics, historical learnings, and media opportunities.
• Build audience architecture, personas, segmentation, and media consumption profiles to inform audience-first marketing and media planning.
• Partner with Research and Audience Insights to translate consumer behavior, cultural trends, and research into actionable strategies and audience growth opportunities.
• Monitor competitive activity, consumer behavior, and evolving media trends to identify opportunities and inform strategic recommendations.
• Establish planning parameters and investment guidelines to help inform marketing priorities and resource allocation.
• Partner with Marketing Analytics to establish KPIs, learning agendas, and measurement frameworks, translating campaign results into actionable learnings for future planning.
• Provide strategic direction across the U.S. and Mexico while balancing global priorities with local market needs.
• Serve as a strategic center of excellence for Marketing, bringing an audience-first perspective to cross-functional planning.
• Develop and present clear strategic recommendations to senior leadership and cross-functional stakeholders.

Skills

Strategic planning

Audience strategy

Executive communication

Cross-functional influence

Bilingual English/Spanish

MS Excel

PowerPoint

Stakeholder management

Education

Bachelor's degree in Marketing, Communications, Business, Advertising, Media, Research

Tools

Nielsen

MRI-Simmons

Comscore

VideoAmp

Domo

Job description

TelevisaUnivision is seeking a seasoned Marketing Strategy leader to steer audience strategy across the U.S. and Mexico, translating business priorities into insights-driven plans.

You will establish standardized planning frameworks, build audience personas, and connect research with campaign design to optimize reach and effectiveness. Collaborating with marketing analytics and cross-functional partners, you will present strategic recommendations to senior leadership and drive audience growth in