Principal, Media Data Activation & Enablement

Intuit; San Diego (CA); On-site; USD 191,000 - 259,000; Full time

Job summary

Intuit is seeking a seasoned leader to head Data Activation & Enablement within the Paid Media & Search group in San Diego. You’ll architect data foundations powering AI-driven media strategies, focusing on first‑party data, measurement signals, and platform integrations to optimize planning and buying.

You’ll co-own roadmaps with Marketing Futures, drive data readiness, and manage a team handling audiences, clean rooms, and AI integrations while partnering with internal teams and agencies to

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.
• 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).
• Track record of aligning cross-functional partners - agencies, legal, data science, engineering - around shared data standards without escalations.
• 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.

Responsibilities

• Co-own the agentic media data roadmap with the Marketing Futures team: define data readiness for agentic planning and buying, build the testing strategy, and sequence enablement work.
• Work cross-functionally to drive the agentic media roadmap with a testing strategy for accelerating data enablement to activate agentic planning and buying capabilities.
• Treat the media data foundation as a product: identify signal quality improvements, faster feedback loops, or new data assets to improve iROI and media efficiency.
• Lead a Data Activation & Enablement team (audiences & clean rooms, marketing ops/tracking, AI integrations, and ad-hoc platform projects) — set priorities and roles as scope evolves.
• Own the data activation strategy for paid media, taxonomy, tagging, attribution logic, and platform integrations feeding downstream dashboards.
• Drive strategy to mobilize and activate first-party data with media partners and agencies for targeting, planning and measurement.
• Partner with internal media teams and agencies on holistic targeting strategy and enable execution across campaigns.
• Own the paid media data foundation - tagging, tracking implementation, and attribution logic feeding Datorama, Tableau, etc.
• Server as the data mapping owner with agency partners on taxonomy structure, country-hierarchy alignment, and channel definitions.
• Govern the GBSG media taxonomy with agencies and data science to stay MMM- and GA4-ready.
• Drive first-party data and clean-room strategy (e.g., Acxiom, LiveRamp) to extend audience value while ensuring privacy review.
• Collaborate with Legal, GTM Technology, and Identity teams to build signal pipelines (e.g., closed-won/SQL back into ad platforms).
• Run recurring cross-team learning sessions to boost data literacy across marketing.
• Manage vendor relationships and contract negotiations for data enablement.

Skills

Paid media analytics

Data activation

Cross-functional leadership

Measurement modeling

AI/LLM-enabled workflows

DSP/platform implementations

Tagging & attribution pipelines

Privacy-aware data collaboration

Clear communications

Marketing analytics strategy

Education

Bachelor's degree in marketing, analytics, statistics, or related field

Tools

CM360

Datorama

BigQuery

Fivetran

Tableau

GA4

SA360

LiveRamp

Acxiom

Job description

Overview

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

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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