Director, Strategy & Audience Intelligence

TelevisaUnivision; Miami (FL); On-site; USD 140,000 - 190,000; Full time

Benefits offered by this job

PTO

Tuition reimbursement

Wellness programs

401K

Life insurance

Health, dental and vision coverage

Job summary

TelevisaUnivision seeks a senior leader to drive audience strategy across the United States and Mexico, aligning business priorities with audience opportunities and media planning.

You will develop frameworks, personas, and segmentation models, partnering with Research and Analytics to translate consumer behavior into actionable recommendations. The role requires guiding cross-functional teams and influencing senior stakeholders.

Qualifications

• Bachelor's degree in Marketing, Communications, or related field.
• 10+ years in marketing strategy, media strategy, audience strategy, or related disciplines.
• Strong ability to translate business objectives and data into actionable strategies.
• Experience developing audience segmentation, personas, and journeys.
• Strong understanding of the media landscape across linear TV, streaming, digital, social.

Responsibilities

• Lead strategic planning and audience strategy across the U.S. and Mexico, aligning priorities with opportunities.
• Establish standardized planning frameworks, playbooks, and best practices across campaigns.
• Develop campaign strategies by connecting objectives, insights, marketplace dynamics, and media opportunities.
• Build audience architecture, personas, segmentation, and media profiles for audience-first marketing.

Skills

Audience strategy

Strategic planning

Executive communication

Stakeholder influence

Bilingual English/Spanish

Education

Bachelor’s degree in Marketing/Communications/Advertising

Tools

MS Excel

PowerPoint

Nielsen

MRI-Simmons

Job description

About You

• Audience-first strategic thinker with a strong understanding of consumer behavior, media, and marketing.
• Able to translate complex research, data, and marketplace intelligence into clear, actionable strategies.
• Structured thinker who can connect business priorities with audience opportunities.
• Collaborative leader who can influence across teams and senior stakeholders.
• Curious and forward-looking, with a strong understanding of evolving consumer and media behaviors.
• Comfortable working across the U.S. and Mexico while recognizing the unique needs of each market.

YOUR DAY-DAY: (aka 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.

YOU HAVE: (aka 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.
• Must be willing to work from the office in Doral, FL.

Our Benefits

TelevisaUnivision believes that a happy, well-balanced employee is what makes our culture thrive. We offer a wide selection of perks and benefits including PTO; tuition reimbursement; wellness and employee support programs; 401K; and life and other insurance plans. This is all in addition to our comprehensive and competitive health benefits package featuring medical, dental and vision coverage options.

TelevisaUnivision is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to characteristics protected by law.