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

We are 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. This role combines strategic audience development with data architecture expertise, helping the organization identify, prioritize, and activate audiences that drive business outcomes. The successful candidate will lead the development of audience frameworks that answer key strategic questions: Who should we target? When should we engage them? Where should we reach them? Why are they valuable?

Responsibilities:

Audience Strategy & Planning: Develop audience strategies that support customer acquisition, cross-sell, engagement, and retention objectives, define target audience frameworks using customer behavior, lifecycle stage, demographics, transactional data, and behavioral signals, determine the optimal timing, channel, and messaging approach for audience engagement, partner with business stakeholders to identify high-value audience opportunities aligned with strategic priorities and establish audience selection methodologies, segmentation standards, and measurement frameworks.

Customer Insights & Audience Development: Leverage first-party data, analytics, and customer insights to identify actionable audience segments, evaluate audience performance and recommend optimizations based on campaign results and changing business objectives, collaborate with analytics and data science teams to develop propensity models, lookalike audiences, and predictive targeting approaches and translate complex customer data into clear audience recommendations for marketing teams.

Data Architecture & Audience Enablement: Design and oversee data flows supporting audience creation, activation, and measurement across marketing and advertising platforms, partner with technology and data engineering teams to ensure audience data is integrated and distributed effectively, support identity resolution, customer matching, audience onboarding, and activation processes and ensure audience strategies can be operationalized and scaled across multiple activation platforms.

MarTech & AdTech Strategy: Guide audience activation across digital marketing, paid media, CRM, and customer engagement platforms, partner with media teams to align audience strategies with channel capabilities and business objectives, evaluate and recommend tools, platforms, and processes that improve audience management and activation effectiveness and serve as a subject matter expert on audience strategy, data-driven targeting, and customer segmentation.

Governance & Controls: Ensure audience creation and activation activities comply with established privacy, compliance, and data governance requirements, maintain documentation related to audience frameworks, segmentation methodologies, business rules, and activation processes and partner with risk, legal, and compliance teams to support governance reviews and audits.

Cross-Functional Leadership: Lead collaboration across Marketing, Media, Analytics, Data Science, Technology, Product, and Compliance teams, influence strategic decision-making by providing data-driven audience recommendations and present audience strategies, insights, and performance results to senior stakeholders.

Appropriately assess risk when business decisions are made, demonstrating particular consideration for the firm's reputation and safeguarding Citigroup, its clients and assets, by driving compliance with applicable laws, rules and regulations, adhering to Policy, applying sound ethical judgment regarding personal behavior, conduct and business practices, and escalating, managing and reporting control issues with transparency.

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