Principal, Media Data Activation & Enablement

Intuit Inc.; San Diego (CA); On-site; USD 150,000 - 240,000; Full time

Job summary

Intuit Inc. is seeking a senior leader to own the data activation and enablement practice for the Paid Media & Search team.

You will architect the data foundation powering AI-driven media planning, targeting, and measurement, partnering with Marketing Futures to drive roadmap and governance. You will lead a cross-functional team focused on audiences, clean rooms, tagging, and platform integrations, aligning agencies and internal partners around data standards while ensuring privacy and

Qualifications

• 10+ years of experience in paid media, marketing analytics, or data activation/martech.
• Deep knowledge of digital measurement fundamentals: attribution modeling, lookback windows, MMM, and incrementality testing.
• Perspective on AI-mediated measurement landscape including signal loss and privacy-first attribution.
• Experience designing AI-augmented workflows in marketing data contexts (taxonomy QA, anomaly detection, reporting narratives).
• Hands-on experience with DSP/platforms and data pipelines (CM360, Datorama, BigQuery).
• Ability to align cross-functional partners around data standards without escalation.
• Strong written and verbal communication; able to simplify complex problems for technical and executive audiences.
• Experience with privacy-safe data tools (clean rooms, LiveRamp, Acxiom).
• Background running knowledge-sharing or enablement programs across marketing org.
• Familiarity with GA4, SA360, or comparable stacks.
• Bachelor-level or equivalent practical experience in marketing/analytics/statistics.

Responsibilities

• Co-own the agentic media data roadmap with Marketing Futures; define data readiness and testing strategies.
• Drive cross-functional data enablement to activate planning and buying capabilities.
• Treat data foundation as a product; improve signal quality, feedback loops, and new data assets to boost iROI.
• Lead a Data Activation & Enablement team across audiences, marketing ops, AI integrations, and platform projects.
• Own data activation strategy for paid media, taxonomy, tagging, attribution, and platform integrations feeding dashboards.
• Mobilize first-party data with partners for targeting, planning, and measurement.
• Partner with internal media teams and agencies on holistic targeting strategy and execution.
• Own the paid media data foundation—tagging, tracking, attribution—feeding Datorama and Tableau.
• Govern taxonomy with agencies and data science for MMM- and GA4-ready outputs.
• Drive first-party data and clean-room strategy with platforms like Acxiom/LiveRamp while ensuring privacy compliance.
• Collaborate with Legal, GTM Tech,Identity teams to build signal pipelines (closed-won/SQL back into ad platforms).
• Run recurring cross-team data literacy sessions across marketing.
• Manage vendor relationships and data enablement contracts.

Skills

Paid media

Marketing analytics

Data activation

Martech

Cross-functional leadership

Communication skills

Privacy compliance

AI integrations

Education

Bachelor's degree in marketing/analytics

Tools

CM360

Datorama

BigQuery

Fivetran

Job description

Intuit is a global financial technology platform that powers prosperity for the millions of consumers and small businesses who use TurboTax, Credit Karma, QuickBooks, Intuit Enterprise Suite and Mailchimp to make ends meet and grow their companies. The Paid Media & Search team runs one of the largest media investment engines at Intuit, and this role leads the team's Data Activation & Enablement practice. This role architects the data foundation that will power Intuit's next generation of AI-driven, agentic media, in partnership with our Marketing Futures team. You'll own how first-party data, measurement signals, and platform integrations come together so agents can plan, buy, and optimize media with humans setting the strategy. You'll own the data activation strategy for paid media, taxonomy, tagging, attribution logic, and platform integrations that feed every downstream dashboard the media org relies on. You'll drive the strategy for how we mobilize and activate first-party data with media partners and agencies for the purposes of media targeting, planning and measurement.

Responsibilities

• Co-own the agentic media data roadmap with the Marketing Futures team: define what data readiness looks like for agentic planning and buying, build the testing strategy, and sequence the enablement work that unlocks each capability stage

• Work cross-functionally to drive the agentic media roadmap which includes a testing strategy for how we accelerate data enablement to activate agentic planning and buying capabilities

• Treat the media data foundation as a product: identify where better signal quality, faster feedback loops, or new data assets (closed-won, SQL, LTV signals) can directly improve iROI and media efficiency, and drive that roadmap.

• Lead a Data Activation & Enablement team (audiences & clean rooms, marketing ops/tracking, AI integrations, and ad-hoc media platform projects) — setting priorities, coaching craft, and dividing roles & responsibilities deliberately as scope evolves

• Own the data activation strategy for paid media, taxonomy, tagging, attribution logic, and platform integrations that feed every downstream dashboard the media org relies on.

• Drive the strategy for how we mobilize and activate first-party data with media partners and agencies for the purposes of media targeting, planning and measurement.

• Partner closely with internal media team members and agencies on the holistic media targeting strategy and then enable execution across multiple campaigns

• Own the paid media data foundation — tagging, tracking implementation, and attribution logic — that feeds Datorama, Tableau, etc.

• Serve as the media data mapping owner with agency partners on taxonomy structure, country-hierarchy alignment, and channel definitions

• Govern the GBSG media taxonomy (placements, source/medium, strategy fields) in partnership with agencies and the data science team, keeping it MMM- and GA4-ready

• Drive first-party data and clean-room strategy (e.g., Acxiom, LiveRamp) to extend audience value while clearing privacy and compliance review

• Partner with Legal, GTM Technology, and Identity teams to build sales-to-marketing signal pipelines, such as passing closed-won/SQL data back into ad platforms

• Run a recurring cross-team learning series that builds data literacy across the marketing organization

• Manage vendor relationships and contract negotiations for data enablement

Qualifications

• 10+ years of experience in paid media, marketing analytics, or data activation/martech

• Deep working knowledge of digital measurement fundamentals: attribution modeling, lookback/cookie windows, marketing mix modeling (MMM), and incrementality testing.

• You have a point of view on how measurement evolves in an AI-mediated discovery landscape, including signal loss, LLM-driven traffic, and privacy-first attribution

• Have demonstrated experience designing AI-augmented or agentic workflows in a marketing data context, e.g., building agents or automations that handle taxonomy QA, anomaly detection, reporting narratives, or campaign data validation

• Hands-on experience with DSP/platform implementations, tagging (e.g., CM360), and data pipelines (e.g., Datorama, Fivetran, BigQuery, or equivalent)

• A track record of aligning cross-functional partners — agencies, legal, data science, engineering — around shared data standards without needing a single point of escalation

• Strong written and verbal communication skills; comfortable simplifying complex measurement problems for both technical and executive audiences

• Experience with privacy-safe data collaboration tools (clean rooms, LiveRamp, Acxiom, or similar)

• Background running knowledge-sharing or enablement programs across a marketing organization

• Familiarity with GA4, SA360, or comparable measurement and reporting stacks

• Bachelor's degree in marketing, analytics, statistics, or a related field, or equivalent practical experience

Intuit provides a competitive compensation package with a strong pay for performance rewards approach. This position may be eligible for a cash bonus, equity rewards and benefits, in accordance with our applicable plans and programs (see more about our compensation and benefits at Intuit®: Careers | Benefits). Pay offered is based on factors such as job-related knowledge, skills, experience, and work location. To drive ongoing fair pay for employees, Intuit conducts regular comparisons across categories of ethnicity and gender.

The expected base pay range for this position is: San Diego $191,000 - $258,500