About the role
The candidate will own the end-to-end audience strategy and activation lifecycle — from understanding business objectives and identifying target audiences to defining segmentation approaches, collaborating with CDP/data engineering teams, enabling audience creation, driving activation across marketing platforms, and measuring campaign effectiveness.This role requires someone who can independently identify audience opportunities, recommend the right segmentation strategies, work with marketing and technical stakeholders, and drive initiatives end to end to deliver measurable business outcomes.Key Responsibilities
- Understand business objectives, marketing goals and customer engagement challenges to independently identify relevant audience segments and opportunities.
- Define audience identification and segmentation strategies using customer attributes, behavioral data, content consumption, engagement patterns and transactional data.
- Translate business objectives into actionable audience use cases and recommend the right approach for identifying and targeting specific customer groups.
- Own the end-to-end audience lifecycle, covering audience discovery, segment definition, data requirements, audience creation, activation, campaign measurement and optimization.
- Define approaches for identifying and connecting known and anonymous audiences across brands, websites, mobile apps and CTV, including identity matching requirements and data-sharing permissions.
- Work closely with CDP and data engineering teams to identify available customer data, validate data feasibility and define requirements for building relevant audience segments.
- Partner with marketing teams to recommend how identified audiences can be leveraged across campaigns, customer journeys, personalization and engagement initiatives.
- Drive audience activation across relevant marketing and engagement platforms.
- Understand and advise on the capabilities and limitations of platforms such as Hightouch, Amplitude, Piano, Zephr, Airship and Sailthru.
- Evaluate existing CDP and MarTech capabilities and identify opportunities to improve audience identification, segmentation, activation and platform utilization.
- Drive CDP adoption by proactively identifying high-value marketing use cases and demonstrating the business value of customer data.
- Monitor audience performance and campaign outcomes, identify optimization opportunities and recommend improvements to audience strategies.
- Lead client discussions, stakeholder workshops and solution presentations, independently articulating audience strategies and recommendations.
- Customer Data Platforms (CDP)
- Audience Strategy, Identification & Segmentation
- Customer Identity Resolution, Cross-Brand Audience Matching and Deduplication
- Digital Marketing and Customer Engagement
- Audience Activation and Personalization
- First-Party Data Strategy and Activation
- Marketing Automation and Campaign Management
- Audience Analytics and Measurement
- Customer Journey and Behavioral Analytics
- Hightouch, Amplitude, Piano, Zephr, Airship, Sailthru
- Segment, Adobe Experience Platform or similar CDP/MarTech platforms
- 5+ years of experience in Digital Marketing, CDP, Audience Strategy, Audience Management, MarTech or related domains.
- Strong experience in identifying relevant audience segments, defining audience strategies and translating business objectives into segmentation opportunities.
- Experience independently driving audience-related initiatives from initial business requirement discovery through audience activation and performance measurement.
- Strong understanding of customer data, behavioral analytics, audience intelligence, segmentation methodologies and activation strategies.
- Hands-on or functional experience with one or more CDP, audience management or marketing activation platforms such as Hightouch, Piano, Zephr, Segment, Adobe Experience Platform or similar.
- Ability to identify the data points, customer attributes and behavioral signals required to define and build meaningful audience segments.
- Experience collaborating with marketing, product, analytics and data engineering teams to implement audience strategies.
- Strong understanding of marketing objectives, campaign KPIs, customer journeys, personalization and engagement strategies.
- Ability to evaluate existing MarTech ecosystems and recommend appropriate solutions based on business requirements.
- Excellent communication, presentation, consulting and stakeholder management skills.
- Strong analytical thinking, problem-solving and solution-design capabilities.
- Bachelor's or Master's degree in Marketing, Business, Computer Science, Engineering or a related discipline.
Information Security & ISO 27001 Compliance Security is at the heart of everything we do. In this role, you will be strictly required to uphold our Information Security Management System (ISMS) policies in alignment with ISO/IEC 27001 standards. Responsibilities include safeguarding sensitive asset data, completing mandatory security awareness training, reporting potential security incidents or vulnerabilities immediately, and ensuring that daily operations comply with our rigorous data protection protocols.