Mediabrands Data & Tech- VP, Data Strategy
IPG Mediabrands
New York, NY, US
4d ago

Mediabrands brings the power of data to life in marketing. Our unique data assets, deep partnerships, cutting edge

technology, and outstanding talent make us the most complete’ data-driven consultancy in the media

industry. We discover knowledge and create business intelligence for our clients. We deliver synthesis to drive execution,

not just analysis. Our strategic thinking fuels media planning and buying of our agency partners.

Position Summary

Our audience analytics team helps clients identify their highest value prospects and customers, and deliver

relevant messages to those people using a census-level data stack and advanced tools for custom audience

creation, extension (via look-alike models), and syndication to activation platforms. These capabilities represent

an important part of our current business, with very strong growth potential. The team objective is to

accelerate our growth, delivering strong revenue gains by attracting new clients and delighting current clients to

retain and expand their engagement. Audience Strategy leads the audience portion of client engagements,

focusing on providing pre-sale support to new business pitch teams, leading or co-leading expansion

opportunities with existing analytics clients, developing and leading post-sale implementation plans, and

managing the ongoing audience engagement by providing support and consulting to ensure strong business

impact for our clients. This is a selling-consulting role for a technology + data platform and related services.

Responsibilities

  • Work with clients, our agency leaders, and analytics leaders to understand, document, and clarify client
  • needs (stated and unstated) related to audience creation and activation

  • Prioritize, customize, and present relevant messages as part of the new business or existing client sales
  • process to address client needs

  • Work with client and our teams to identify and resolve technical or commercial barriers to the success of
  • the sale and the ultimate success of the engagement

  • Develop specific approaches and gain alignment to project plan for the client, that helps us give
  • confidence we can deliver the intended benefits, permits estimation of scope and pricing, and helps

    guide work of related teams during post-sale implementation (audience client success team, client

    media and CRM teams, programmatic teams, agency account management team, audience product

    team as needed)

  • Propose and get alignment to engagement pricing that drives a successful sale at an appropriate margin
  • Facilitate the process of developing or clarifying the client’s audience strategy, extending and enriching
  • it based on our distinct capabilities (with planning & strategy teams, client, account management)

  • Lead the process of developing, extending, and syndicating custom audiences based on client specific
  • data and our insights on the best way to enable their intended strategy

  • Develop and oversee implementation (with client success team) of closed-loop measurement plans to
  • demonstrate the value of the customized audiences in driving growth for our client, adjusting audience

    segments as needed based on findings

  • Work with account teams and clients to ensure the long-term health of the relationship, both by
  • delivering strong results from audience work, and by ensuring that the key client stakeholders feel good

    about the overall success and value of those results

  • Work with relevant teams to make the most, best use of current features to solve challenges in an
  • engagement, and organize clear feature requests to the audience product team or to our data and

    technology partners to address high value new features to prioritize

  • Work with analytics account teams to help identify clients with strong potential for growth in audience
  • analytics, then develop and execute plans for driving growth with those prospects

  • Contribute to the success of the overall team by participating or co-leading training, commercialization
  • prep, product, or partnership development initiatives as needed

    Target Skills and Experience

  • Curiosity
  • Collaboration, including ability to drive clarity in a multi-stakeholder environment
  • Technical sales, sales support, and solutions design, especially in a dynamic technology and data
  • environment

  • Demonstrated success in helping clients take concrete action based on analytics and data
  • Demonstrated success in managing analytical, commercial, and emotional elements of a client
  • relationship

  • Strong understanding of the US data and ad tech ecosystem essential, with a focus on identity
  • management (Experian, Axciom, Neustar), programmatic, and addressable TV

  • Understanding of audience analytics capabilities and good practices (measurement, matching,
  • onboarding, workflow, limitations and workarounds, etc.) in the current environment

  • Working knowledge of data factors driving project success (e.g. role and value of ideas like PII vs.
  • anonymized data, cookies vs. people, panels vs. census, passive vs. active / survey data, fused vs.

    matched data, etc.)

  • Presentation development and delivery
  • Leadership and change management
  • Strong written and verbal communication
  • Ability to engage, develop, and give feedback to drive success of colleagues not reporting to you directly
  • Willingness to travel to clients and other firm offices up to 40-60%
  • Experience

  • Bachelor’s degree or higher
  • 9+ years of experience in digital media planning or media analytics, including at least 2 working in a sales
  • or implementation role with a DSP, DMP, trading desk, or addressable audience segmentation solution

  • Demonstrated success leading work with multi-location multi-functional teams strongly preferred
  • Apply
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