Job Description:
The Role
The role of Director, Audience Management on the Audience Management Team, will be responsible for the development and management of audiences based on defined business objectives for owned channel marketing. This includes understanding business objectives, applying prior findings, documenting designs, sizing target populations, adhering to quality control principles and coordinating timely delivery of audiences. This role will have a deep understanding of all marketing data needs, how data and rules are applied to target a population to power marketing and personalization, how audience design impacts measurement, and how measurement methodology influences audience design.
Fidelity is currently implementing a new Customer Data Platform. The Audience Management Team plays a critical role in defining the requirements and influencing the solution design of the new platform. To realize the benefits of the CDP the Audience Management practice will need to evolve. This role will collaborate across the team and with partners to develop and roll out an Audience Management playbook. The playbook would define the guidelines to design, create and maintain audiences to drive ease of use and reuse; establish guidelines and standards for activation of audiences across campaign types to enable marketing, personalization and measurement.
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The Director, Audience Management will be focused on:
• Audience Strategy & Design: Collaborate with marketing and business partners to understand audience requirements and shape strategy based on what is possible from a data perspective and prior findings
• Audience Execution & Management: Build single use and scalable, reusable audiences; ensure flawless execution by instituting robust QC checks
• Documentation and Operational Governance: Ownership of creating team playbook and standard operating procedure documentation based on in-depth technical understanding and how to apply it to achieve marketing objectives in new CDP
• Campaign Migration: Migrate audiences off legacy platforms to new CDP
• Customer Data Platform Enablement: Influence the innovation and capability agenda; champion adoption of new CDP
The Expertise and Skills You Bring
• BA/BS degree is required, an MBA is desired
• Experience: 10+ years of experience in one or more of the following areas: campaign management, customer segmentation, data mapping or customer data platform implementation.
• Experience working with data & analytics teams and technology teams to launch innovative marketing for a large and/or regulated company
• Expert at working with structured databases and fluency in SQL
• Prior hands-on experience with implementing and adopting a new Customer Data Platform (Segment or similar platform); ability move from planning to hands-on keyboard audience development.
• Ability to understand Marketer's needs to define business requirements and use cases for Marketing Technology and Data teams to inform the implementation plan and build of Customer Data Platform and Measurement Platform
• Experience working with new data platforms and/or campaign management tools to identify gaps, propose potential solutions, establish documentation and processes to support scale and adoption
• Adept at working with multiple sources of data and identifying the best way to connect data sets
• Knowledge and expertise to partner with Marketing colleagues to design and implement targeted marketing campaigns
• Experience in owned channel marketing, audience management, metadata management and the major marketing platforms (Salesforce (including CRM And Salesforce Marketing Cloud), Adobe, Google, etc.)
Additional experience and skills which are valuable to the role:
• Ability to streamline and automate processes to improve efficiency and reduce errors
• Highly collaborative and enjoy working in a highly matrixed environment
• Attention to details, program management skills, ability to multi-task and prioritize
• Ability to articulately communicate technical concepts to non-technical partners.
• Ability to thrive in a fast-paced environment and are easily adaptable to change and able to lead team members through change
The Team
This role will be part of a Marketing Channels Team that together leads strategy, performance and personalization of all Marketing Channels. The Marketing Channels Team is one of several teams that make up the Marketing and Social Platforms Team which is led by the firm's CMO. The Journey Orchestration Team is a newly formed team created to lead the strategic initiative to transform our go to market approach to engage customers through tailored experiences across channels.
Certifications:
Company Overview
Fidelity Investments is a privately held company with a mission to strengthen the financial well-being of our clients. We help people invest and plan for their future. We assist companies and non-profit organizations in delivering benefits to their employees. And we provide institutions and independent advisors with investment and technology solutions to help invest their own clients' money.
Join Us
At Fidelity, you'll find endless opportunities to build a meaningful career that positively impacts peoples' lives, including yours. You can take advantage of flexible benefits that support you through every stage of your career, empowering you to thrive at work and at home. Honored with a Glassdoor Employees' Choice Award, we have been recognized by our employees as a top 10 Best Place to Work in 2024. And you don't need a finance background to succeed at Fidelity-we offer a range of opportunities for learning so you can build the career you've always imagined.
Fidelity's hybrid working model blends the best of both onsite and offsite work experiences. Having the majority of our associates work onsite is important for our business strategy and our culture. We also value the benefits that working offsite offers associates. Most roles listed as Hybrid will require associates to work onsite all business days of every other week in a Fidelity office. This does not apply to roles listed as Remote or Onsite.
At Fidelity, we value honesty, integrity, and the safety of our associates and customers within a heavily regulated industry. Certain roles may require candidates to go through a preliminary credit check during the screening process. Candidates who are presented with a Fidelity offer will need to go through a background investigation, detailed in this document, and may be asked to provide additional documentation as requested. This investigation includes but is not limited to a criminal, civil litigations and regulatory review, employment, education, and credit review (role dependent). These investigations will account for 7 years or more of history, depending on the role. Where permitted by federal or state law, Fidelity will also conduct a pre-employment drug screen, which will review for the following substances: Amphetamines, THC (marijuana), cocaine, opiates, phencyclidine.
We invite you to Find Your Fidelity at fidelitycareers.com.
Fidelity Investments is an equal opportunity employer. We believe that the most effective way to attract, develop and retain a diverse workforce is to build an enduring culture of inclusion and belonging.
Fidelity will reasonably accommodate applicants with disabilities who need adjustments to participate in the application or interview process. To initiate a request for an accommodation, contact the HR Accommodation Team by sending an email to accommodations@fmr.com.