Group Director, Audience Analytics

About this role

Position Overview:

The Group Director, Audience Analytics is a strategic leadership role responsible for shaping and driving audience work for a major B2B technology client. This role is critical in developing innovative, data-driven audience visions, translating them into actionable plans, and securing client buy-in across their product portfolio and market segments. This leader must be a compelling storyteller through data, capable of translating complex information into clear and actionable insights for enterprise decision-makers.

The Group Director will be a key partner to the client, internal strategy, media planning, and activation teams, ensuring audience insights are at the heart of marketing and media decisions. This leader will champion a data-driven approach to understanding buyer behavior, segmentation, and activation, focused on driving business growth and pipeline development while supporting client points of view (POVs) on key audience-related topics.

Responsibilities:

Audience Vision & Strategy:

• Lead the development of comprehensive audience strategies and addressable frameworks that align with the client's business objectives, account-based marketing goals, and sales enablement initiatives across product lines and market segments.

• Identify and champion innovative approaches to audience targeting, account segmentation, persona development, and engagement, leveraging the latest data, technology, and industry trends.

• Create compelling audience narratives and presentations that effectively communicate insights and recommendations to clients and internal stakeholders, translating technical capabilities into business value.

• Own the development and evolution of comprehensive audience playbooks that document best practices, buyer insights, account segmentation strategies, and activation tactics. Ensure playbooks are regularly updated and promoted across teams.

Data Stewardship & Integration:

• Oversee onboarding, integration, and adoption of first-party and B2B intent data into Omnicom's Omni platform, including legal and operational coordination for complex account hierarchies and B2B data sources.

• Pioneer approaches to frame data use across all use cases: client data roadmaps, omni-channel addressable strategies, and dynamic creative execution.

• Stay current with AI and automation capabilities and identify opportunities to leverage AI tools to enhance audience analysis, segmentation, modeling, and reporting efficiency.

Global Implementation & Coordination:

• Coordinate with global market teams and local data partners to ensure audience strategies are effectively implemented and adapted across different markets while maintaining consistency in approach and data governance.

• Serve as the liaison between central strategy and regional teams to facilitate seamless execution and knowledge sharing.

Team Leadership & Development:

• Lead audience professionals, fostering a collaborative and high-performance environment.

• Provide guidance on developing buyer insights, account segmentation strategies, and activation plans.

• Implement processes and best practices to ensure audience/data integrity and consistency across all team outputs.

• Ensure the team has necessary resources, training, and tools to execute effectively.

• Promote a culture of innovation, continuous learning, and data-driven decision-making.

Client Relationship & Management:

• Serve as a strategic partner to senior-level client stakeholders, building strong relationships and establishing trust in their go-to-market strategy.

• Proactively identify opportunities to enhance B2B audience strategy and drive account growth and pipeline development.

• Present insights and recommendations to clients in a clear and persuasive manner.

• Manage client expectations and ensure timely delivery of high-quality work.

• Develop and present client POVs on key topics such as data privacy, platform trends, emerging technologies, and evolving buyer behavior.

Cross-Functional Collaboration:

• Collaborate with internal strategy, media planning, activation, and growth analytics teams to integrate audience insights across the process.

• Partner with the audience science team to leverage advanced modeling and data techniques to enhance account understanding and segmentation.

• Work with media partners and technology vendors to identify and implement innovative targeting solutions.

• Serve as the Audience/Data expert to drive excellence and ensure seamless execution from strategy to activation.

• Partner with Growth Analytics to determine success metrics and KPIs (pipeline, ACV, conversion rates), optimize performance, and provide reporting updates.

Innovation & Thought Leadership:

• Stay current with trends and best practices in B2B audience strategy, account-based marketing, data analytics, and marketing technology, including emerging AI applications.

• Develop thought leadership content and represent the agency at industry events.

• Contribute to developing new agency products and services related to audience strategy and data-driven marketing.

Required Skills & Experience:

• Proven success developing and implementing B2B addressable account strategies that drive business results and pipeline growth.

• Strong understanding of buyer personas, account segmentation, and activation techniques across B2B media channels.

• Experience with data management platforms (DMPs), customer data platforms (CDPs), B2B intent data platforms, and marketing technology solutions.

• Comfort with AI and automation tools and ability to evaluate their application for audience strategy and execution.

• Excellent communication and presentation skills with ability to engage technical and non-technical audiences, including C-suite executives.

• Proven ability to lead and develop high-performing teams.

• Strong client management skills and ability to build relationships with senior-level stakeholders.

• Deep under

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