Description
Position at GroupM Choreograph
The Data Strategist works alongside Choreograph's Planning and Activation teams to accelerate our clients' data-driven advantage to win the most valuable consumer moments more often. We work cross-functionally to drive data-driven marketing efforts in the market. The Data Strategist develops robust data-informed adaptive programs, inclusive of advanced targeting tactics, micro-segmentation, trigger-based decision rules, and channels/tactics that best reach a high-value audience. You will work in tandem with the Analytics and Activation teams to ensure clear, measurable KPIs are established, and that the adaptive audience strategy is executed across all addressable, programmatic, and other highly agile media channels. To be successful, you need to bring a hunger to uncover insights, learn and leverage emerging tech, and have a start-up mentality to continuously build our practice.
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In addition to working with Choreograph's internal Planning, Activation, and Analytics teams, the Audience Strategist will work with clients to enable their bespoke tech stacks that lay the foundation for executing adaptive marketing. You will also consult closely on the paid, owned, and earned media ecosystem to maximize customer engagements, connecting AdTech and MarTech to better understand journeys and outcomes.
QUICK NOTES:
• Client commitment will extend across multiple portfolios and/or brands
• Audience Strategists contribute to business growth by developing addressable audience strategies, underpinned by good data and dynamic optimization
• Audience Strategists will lead frequent sessions with Client, Activation, Planning and Analytics to assess performance data and bring to the table interpretation thoughts as well as audience optimizations
• Audience Strategists will be tasked with seeking out and vetting new data, technology, and media partners across the industry that will help support Audience Strategy strategies.
• Audience Strategists will lead capital projects to evolve Mindshare's planning process to bring adaptive, digital-first strategies to the forefront.
• Audience Strategists will possess a unique set of analytical, technical, and communication skills, as they are responsible for clearly articulating the detail behind the data and technology that inform and power adaptive strategies.
WHAT WE LOVE ABOUT THIS POSITION:
• Opportunity to guide the evolution of Mindshare's planning process.
• Fuses digital strategy, data strategy, and channel planning and allocation.
• Opportunity to flex both creative and problem-solving skills to support Mindshare's most forward-thinking clients.
• Exposure both within the Mindshare/GroupM world and the larger media industry. There is a real interest and high-level engagement from some of the biggest players in the field like Google, Adobe, Facebook, Twitter, Pandora, Hulu and so many more to help us excel on behalf of our clients.
YOUR IMPACT:
The Audience Strategist is a digital native with a deep understanding of programmatic and agile media. You will be a proven applicator of data to inform outcome-based media approaches that fuel both short and long-term business goals.
Audience Strategy: Leverage data and research to design audience-first, adaptive strategies that reach and connect with high value consumers to ultimately move clear and measurable KPIs.
• Drive business growth by developing and activating a data-driven, audience-first strategy rooted in the acceleration of data and real-time optimization that delivers profitable results.
• Actively own the client relationship by being a strategic driver able to build trust consulting and guiding how data can be leveraged across multiple media channels and through creative personalization to bring to life 1:1 marketing at scale.
• Pioneer new approaches and work to best frame the use of data in all use cases from understanding business pressures, activating adaptive strategies, segmenting CRM, implementing and measuring with dynamic creative technologies, and bringing to life a very forward-looking marketing vision.
• Develop trusted advisor relationships with internal and external clients, often presenting recommendations to senior contacts.
• Guide the development and management of each brand's approach and strategy for data-driven marketing including data partners, audiences (media and content), channels, investment, measurement, and total architecture from top to bottom.
• Ensure audience and data-driven marketing efforts are integrated into measurement deliverables for advanced test and learn opportunities.
• Provides the planning team with business and consumer insights to further define and refine target audience segments.
• Works to ensure agility triggers are actionable and aligned with the overarching audience strategy and data signals.
• Leverages channel, audience insight, and understanding of digital asset needs to help planning and communications planning teams develop audience-led, dynamic content strategies.
• Project manage the details ensuring work is organized, communicated to the right parties, deadlines are achieved by driving process steps forward, and meetings are set up as needed.
Evolving and Growing Customer Strategy: The Audience Strategist is also responsible for helping evolve Choreograph's planning process to be fit for the future, ensuring that all initiatives are infused with performance principles and adaptive strategies.
• Works alongside implementation teams to establish new, adaptive approaches to media partnerships.
• Consults clients on bespoke tech stack, data strategy.
• Evaluates vendors, technologies, and new advertising opportunities that enable strategies, and catalog POVs.
• Helps staff with questions about syndicated and proprietary fast-moving data sources and research tools.
YOUR QUALIFICATIONS:
• Embody an intellectual curiosity around what data means by putting it into the context of consumers, the client's business, and focusing on asking the next question.
• Minimum of 6-8 years of digital activation, audience strategy or digital product owner experience and the ability to leverage performance data to inform a media approach.
• Analytical thinker, knowledgeable in online/offline media activation channels (social, search, programmatic, endemic, TV).
• Familiarity with Digital Media Technologies: DCM, DSP's, Social Ad Platforms, Moat, DoubleVerify.
• Previous 'hands-on' experience with DMP is a plus- building and syndicating audiences, maintaining taxonomy structures, reporting and analytics, troubleshooting.
• Unique understanding of data partner landscape for enrichment and activation use cases, progressive point-of-view of identity resolution partners and digital ad tracking ecosystem to navigate post-cookie world
• Familiarity with business results to provide optimization recommendations beyond front-end media metrics: Media Mix Models, Multi-Touch Attribution, Sales Lift, and Brand Studies.
• Experience prioritizing competing projects and deliverables; managing people/teams is a plus.
• Experience with retailer media networks is a plus.
• Syndicated Audience and Measurement tools: comScore, Nielsen, MRI, Simmons, EZtab; Microsoft Office: Excel, Word, PowerPoint.
The base salary for this position at the time of this posting may range from $75,000 to $180,000. Individual compensation varies based on job-related factors, including business needs, experience, level of responsibility and qualifications. We offer a competitive benefits package, please visit https://www.wpp.com/careers/wellbeing/benefits-at-wpp-in-the-us for more details.