Responsibilities
- Act as the primary subject matter expert for your designated buyer segment within integrated marketing strategy development
- Create and manage targeted audience segments, enriched with first-party data to improve outreach accuracy
- Develop comprehensive customer journey maps and engagement approaches that outline channel selection, timing, and messaging across purchase stages
- Combine data from CRM systems, digital intent signals, product usage, analytics platforms, and user research to identify persona-specific challenges, drivers, media preferences, and decision indicators
- Lead qualitative studies to detect regional and local differences in purchasing behavior
- Convert findings from global audience research teams into tailored strategies for specific buyer groups
- Collaborate with program directors, activation specialists, and creative teams to align audience plans with campaign execution
- Specify data needs and audience segmentation logic for implementation by data and analytics units
- Supply detailed persona intelligence to shape messaging frameworks and creative assets
- Work with regional marketing teams to adjust global strategies for local relevance while preserving brand alignment
- Ensure local adaptations reflect regional consumer behaviors, media engagement trends, cultural context, and regulatory standards
- Share localized performance metrics and market-specific insights to refine overarching strategic direction
- Establish credibility with regional sales and marketing executives through transparent communication and practical, data-driven recommendations
