Director, Strategy & Audience Intelligence

Univision Communications, Inc; Miami (FL); On-site; USD 120,000 - 160,000; Full time

Benefits offered by this job

PTO

Tuition reimbursement

Wellness programs

401K

Life and other insurance

Health, dental, and vision coverage

Job summary

TelevisaUnivision is seeking a senior audience strategist to lead planning across the U.S. and Mexico. You will align business priorities with audience insights, develop frameworks, and guide campaigns with data-driven decisions.

You will translate consumer behavior and market trends into actionable strategies, build audience personas, and partner with Research and Marketing Analytics to measure success. This role requires strong executive communication and bilingual English/Spanish abilities

Qualifications

• Bachelor’s degree in Marketing, Communications, Business, Advertising, or related field.
• 10+ years in marketing/audience strategy or related disciplines.
• Strong ability to translate data into actionable strategies.
• Experience developing audience segmentation and journeys.
• Knowledge of media landscape including TV, streaming, digital, social.
• Experience with Nielsen/MRI-Simmons/Comscore and similar tools.
• Strong KPIs and marketing effectiveness understanding.
• U.S. Hispanic/multicultural market expertise; Mexico preferred.
• Executive communication and storytelling skills.
• Bilingual English/Spanish preferred.
• Proficient with MS Excel and PowerPoint.
• Willing to work from the office in Doral, FL.

Responsibilities

• Lead strategic planning and audience strategy across the U.S. and Mexico, aligning priorities with opportunities.
• Establish planning frameworks, playbooks, and best practices across campaigns.
• Develop campaign strategies by linking objectives, insights, and marketplace dynamics.
• Build audience architecture, personas, segmentation, and media profiles.
• Partner with Research to translate behavior and trends into strategies and growth opportunities.
• Monitor competitive and media trends to inform recommendations.
• Set planning parameters and investment guidelines for priorities.
• Collaborate with Marketing Analytics to establish KPIs and learnings.
• Provide strategic direction balancing global priorities with local needs.
• Serve as a center of excellence for audience-first planning.
• Present clear strategies to senior leadership and cross-functional teams.

Skills

Audience strategy

Marketing planning

Data translation

Stakeholder management

Bilingual English/Spanish

Excel & PowerPoint

Leadership

Cross-functional collaboration

Education

Bachelor’s degree in Marketing or related field

Tools

Nielsen

MRI-Simmons

Comscore

VideoAmp

Domo

Job description

Miami, FL

Full time

R021172

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.

About TelevisaUnivision

TelevisaUnivision is the world’s leading Spanish-language media company. Powered by the largest library of owned Spanish-language content and a prolific production capability, TelevisaUnivision is the top producer of original content in Spanish across news, sports and entertainment verticals. This original content powers all of TelevisaUnivision’s platforms, which include market-leading broadcast networks Univision, Las Estrellas, Canal 5 and UniMás, and a portfolio of 38 cable networks, which include TUDN, Galavisión, Distrito Comedia and TL Novelas. The company also operates the leading Mexican movie studio, Videocine, and owns and operates the largest Spanish-language audio platform in the U.S. across 35 terrestrial stations and the Uforia digital platform. TelevisaUnivision is also the owner of ViX, the largest Spanish-language streaming platform in the world. For more information, please visit televisaunivision.com .

Sobre TelevisaUnivision

TelevisaUnivision es la compañía líder de medios en español en el mundo. Impulsada por la biblioteca propia más grande de contenido en español y una alta capacidad de producción, TelevisaUnivision es el más grande productor de contenido para las verticales de noticias, deportes y entretenimiento. Este contenido original es lo que impulsa las plataformas de TelevisaUnivision, que incluyen las cadenas de transmisión líderes Univision, las estrellas, Canal 5, y UniMás, y un portafolio de 38 canales de televisión de paga, que incluyen TUDN, Galavisión, Distrito Comedia, y TL Novelas. La compañía además opera el estudio de producción cinematográfica líder en México, Videocine, y posee y administra las plataformas más grandes de audio en español en Estados Unidos en 35 estaciones y la plataforma digital Uforia. TelevisaUnivision también es propietaria de ViX, el servicio de streaming en español más grande del mundo. Para más información, por favor visita televisaunivision.com .