The Audience Manager will develop audience segments using available data platforms and sources, derive insights to support audience creation, and manage the global audience catalogue for client brands. This role is part of a team of audience insights specialists at OMD EMEA, focused on understanding audience behavior and leveraging data, analytics, and MarTech to inform marketing strategies using Omnicom’s proprietary Omni platform.
What You'll Do
- Develop audiences based on all platforms and data available
- Interrogate data sources to derive insight to support the creation of audiences
- Curate insights from local markets
- Provide information required to enable the definition of targetable audience groups from initial segment definitions and insights
- Manage the development of global audience catalogue for client brands
- Manage the audience creation process
- Act as strategic partner for audience creation and optimizations through media campaign process
- Create audience insights: market and audience sizing, behavioral insights on personas, to refine audience segmentation
- Develop and curate insights to support audience development
- Support global audience creation with local market execution for biddable activation
- Educate local teams on data tool solutions
- Develop and curate insights to support audience development and validate targeting
- Provide guidelines and best practices to local market planning and activation teams to implement defined audience segments
- Ensure programme effectiveness and cross-market pollination of best practices
What We're Looking For
- Able to define and create addressable audiences from various data sources and insights for digital campaign activation
- Present data and insights in a meaningful and impactful way for planners and strategy partners to understand
- Ability to generate a powerful storyline from data that is in multiple sources, tools and data environments
- Experience with Marketing and Media related data sources and technology like syndicated research sources (ComScore, TGI, GWI etc.)
- Able to provide business-like translation to complex data analytics solutions so that solutions are understood by marketers; and that agencies can sell repeatable offerings
- Understand the core principles of propensity model development and statistical segmentation algorithms
- Solutions oriented: analytic skills, critical thinking and problem-solving skills to drive issues to resolution
- Industry Knowledge in marketing analytics and data (1st and 3rd party data solutions, data platforms, aggregated and user level data)
- Familiar with website analytics packages (GA, Adobe Stack)
- Familiar with machine learning audience modelling techniques, including attribution modelling, market mix modelling, or multivariate model developments
- Familiar with digital tracking technologies (ad servers, DSPs, DMPs)
- Familiar with big data (e.g. cookie logs) and cloud technologies - AWS, Redshift, S3, Hadoop, Starburst
- Experience with project management tools such as Jira and Hive
- Excellent on Excel, Word and Powerpoint
Technical Stack
- Omni (Omnicom’s proprietary platform)
- ComScore
- TGI
- GWI
- Google Analytics (GA)
- Adobe Stack
- Ad servers
- DSPs
- DMPs
- AWS
- Redshift
- S3
- Hadoop
- Starburst
- Jira
- Hive
- Excel
- Word
- Powerpoint
Team & Environment
- Part of a team of audience insights specialists
- Part of Annalect EMEA team at OMG EMEA, collaborating with local market Annalect teams across EMEA and regional Omnicom agency partners
Benefits & Compensation
- Hybrid working model (three days in the office, two working remotely)
- Flexible working hours with core hours of 10:30 – 16:30, allowing start times from 8:30 to 10:30 and end times accordingly
- Open conversations between employees and managers to navigate high-need periods and individual circumstances
- Adjustments in the recruitment process available to help candidates be their best
- Diversity, Equity & Inclusion commitment with an inclusive environment where diverse voices are valued and heard
Work Mode
- Hybrid work model
- Office locations: London, Manchester, Newcastle
- Three days in the office, two days remote; flexible start and end times around core hours 10:30–16:30
At OMG, our vision is to be an agency where difference is valued and everyone is able to thrive in a culture of equality, inclusion and belonging. We are committed to providing a truly inclusive environment that reflects today’s society, where everyone is able to bring their true selves to work, and where diverse voices and backgrounds are valued, heard, and well-represented.
