Paid Media Audience Strategy & Data Architecture Lead

Citigroup; Irving (TX); On-site; USD 120,000 - 170,000; Full time

Job summary

Citigroup is seeking an experienced Paid Media Audience Strategy & Data Architecture Lead to drive audience planning, activation strategy, and data-enabled marketing initiatives across the paid media ecosystem. The role blends strategic audience development with data architecture to identify, prioritize, and activate audiences that drive business outcomes.

The candidate will lead the creation of audience frameworks addressing who to target, when to engage, where to reach them, and why they are

Qualifications

• 6-10 years of experience in consumer marketing, advertising and/or media.
• 6-10 years of experience in audience strategy, marketing analytics, customer data strategy, paid media, marketing technology, data architecture, or related disciplines.
• Demonstrated experience developing audience strategies that support customer acquisition, engagement, retention, and growth objectives.
• Experience leveraging first-party data to build customer segments and activation strategies.
• Strong understanding of customer lifecycle marketing, audience engagement.

Responsibilities

• Develop audience strategies that support customer acquisition, cross-sell, engagement, and retention objectives.
• Define target audience frameworks using behavioral signals, lifecycle stage, and demographics.
• Determine optimal timing, channel, and messaging for audience engagement.
• Design and oversee data flows supporting audience creation, activation, and measurement.
• Guide audience activation across digital marketing, paid media, CRM, and engagement platforms.

Skills

Audience strategy

Marketing analytics

Customer data strategy

Paid media

Data architecture

Cross-functional leadership

Job description

Citigroup is seeking an experienced Paid Media Audience Strategy & Data Architecture Lead to drive audience planning, activation strategy, and data-enabled marketing initiatives across the paid media ecosystem. The role blends strategic audience development with data architecture to identify, prioritize, and activate audiences that drive business outcomes.

The candidate will lead the creation of audience frameworks addressing who to target, when to engage, where to reach them, and why they are