Manager, Audience Strategy

Agency:

Omnicom Media

Job Function:

Data and Analytics

Job Subfunction:

Data Science and Analytics

Job Description:

Position Summary

As our new Manager, Audience Strategy, you will be the dedicated audience and data lead for one of our largest clients, delivering our Data, Technology & Business Science / Analytics service end to end. You will own the full audience lifecycle: building audiences, activating them across channels, monitoring their performance, and running the analytics that prove and improve their impact, with a focus on driving performance outcomes across programmatic and social media. The ideal candidate brings a strong understanding of audience data and addressability, consumer behaviour, and the digital landscape. This is a hands-on individual contributor role with no direct reports that blends business consulting, technical execution and analytical depth.

• Serving as a trusted advisor to the client, you will connect their business priorities to the right data capabilities (1P, 2P, 3P), technology, and strategy to drive measurable business outcomes.
• Using your technical expertise, you will personally build audience segments using our Canadian data stack and Amazon Marketing Cloud (AMC), and activate them across DSPs, social platforms and other endpoints.
• Using your analytical skills, you will monitor audience performance, use SQL to uncover new insights about your audiences, and turn findings into clear optimization recommendations.
• Using your financial acumen and eye for detail, you will ensure accurate revenue reporting and campaign pacing, and identify opportunities to grow audience targeting usage within the account.
• Leveraging your industry knowledge, you will work with internal product, media and Advanced Analytics teams and vendor partners to bring the best of our capabilities to the client.

This position requires strong strategic thinking, hands-on technical and analytical skills, relationship building, presentation, critical thinking, and problem-solving skills.

Key Responsibilities

Client Partnership & Audience Strategy

• Act as the primary audience and data point of contact for the client, owning the audience narrative and aligning all work to the client’s business priorities and measurable outcomes.
• Partner with the client’s strategy and planning teams to align on audience personas and audience builds, ensuring every segment ladders up to their planning and business objectives.
• Develop addressable audience strategies aligned with client goals, emphasizing segments that are highly responsive to performance-based advertising.
• Identify and analyze key audience trends and consumer behaviours relevant to the client’s industry, and how they can be leveraged in paid media planning, performance channels, and creative development.
• Translate audience insights into actionable recommendations for media planning, creative development, and campaign optimization, with a focus on improving performance metrics.
• Present audience research, personas, and audience builds directly to the client, and advise senior client stakeholders using data-driven insights across audience strategy, testing, and optimization.
• Translate complex signals and technical concepts into clear, actionable recommendations that build confidence with the client, partners, and internal leaders.
• Build client-facing deliverables including audience strategies, segment specifications, activation guides, and performance reports.
• Evolve and manage the client’s data partnerships to ensure their audience program stays ahead of their business needs.
• Manage client expectations and ensure the timely delivery of high-quality work focused on achieving performance outcomes.
• Proactively identify client needs and opportunities to enhance the audience program and drive business growth.

Audience Build & Activation (Data & Technology)

• Build audience segments hands-on using our Canadian data stack, translating agreed personas into segment definitions and QA’ing builds before activation.
• Build and activate audiences in Amazon Marketing Cloud (AMC); for candidates who are not yet experts in AMC audience building, hands-on training will be provided by our team lead.
• Activate audiences across DSPs, social platforms, and other endpoints, including segment uploads, match rate optimization, and troubleshooting activation issues.
• Onboard and work with client first-party data, partner data and clean room environments in a privacy-compliant way.
• Collaborate with media planning teams to develop audience-centric media plans that maximize reach, engagement, and conversion across programmatic and social platforms.
• Work with activation teams to ensure audiences are targeted effectively and applied consistently across addressable platforms.
• Maintain documentation of audience build processes, segment definitions, and activation requirements.

Performance Monitoring & Analytics (Business Science)

• Monitor audience and campaign performance in real time alongside Growth Analytics, Activation, and Client Solutions teams, building the reporting and dashboards that track delivery, reach, match rates, and client KPIs.
• Use SQL to query audience and performance data to uncover new insights about audiences, such as behaviours, overlaps, and opportunities to refine or expand segments.
• Build and own the audience testing roadmap, ensuring tests follow best practices and learnings are fed back into strategy.
• Run analytics on audience performance, including segment comparisons, test-and-learn and incrementality design, and performance deep dives, to determine which audiences drive results.
• Develop and apply audience models including clustering, lookalike modeling, propensity scoring, and behavioral segmentation, partnering with the Advanced Analytics team where needed.
• Turn analytical findings into optimization recommendations and feed learnings back into the audience strategy.
• Own accurate revenue reporting and campaign pacing for audience-related investment.

Continuous Learning & Innovation

• Stay current on audience strategy best practices, emerging technologies, and privacy developments.
• Pilot new tools, techniques, and data sources to strengthen the client’s audience program.
• Document learnings and share them with the broader audience and analytics practice.
• Explore applications of AI/ML for audience development and performance analysis.

Qualifications

Required Experience

• 4+ years of experience in audience strategy, data strategy, programmatic media, paid media / performance marketing, or marketing analytics within agency, brand, or martech environments
• Experience supporting the management of a multi-million-dollar budget or client account
• Experience in a client-facing role, ideally working on a large, complex account
• Demonstrated ability to independently own complex audience projects end to end, from data analysis and segment build through activation, measurement and optimization
• Strong understanding of audience segmentation, targeting, and activation techniques across media channels, with expertise in programmatic and social media platforms
• Direct hands-on experience building audience segments and managing campaign activation across multiple platforms
• Analytical and problem-solving skills, with a focus on using data to drive performance improvements
• Proven experience analyzing audience and campaign performance and translating results into recommendations
• Proven ability to communicate technical concepts clearly to non-technical stakeholders, including presenting audience research and recommendations directly to clients

Core Competencies

• Strong bias toward action with attention to detail and quality
• Exceptional presentation and written communication skills
• Self-directed and comfortable operating as an individual contributor

This is an active vacancy. We are currently hiring for this role and reviewing applications on an ongoing basis.

Expected Salary:$90,000 - $100,000

Omnicom Media is providing the compensation range that the company is willing to pay for this position based on the successful applicant’s education, experience, knowledge, skills and abilities. In addition, Omnicom Media provides rewarding offerings such as:

• Generous paid time off with a minimum of 37 paid days off including vacation and monthly wellness days. We also have four-day long weekends, half-day summer Fridays, and meeting-free Friday afternoons year-round.

• A flexible hybrid work model that works for you.

• A focus on personal development with formal training opportunities, including mental health training and inclusion education for everyone.

• A chance to be part of and grow within a global network of agencies.

• The opportunity to contribute to our company culture by joining one of our many community-based employee groups, such as Black Employee Network, Girls on Fire, Hispanic or Latinx Alliance, Neuro Network, Pan-Asian Network, and Rainbow Lounge.

Omnicom is an equal opportunity employer, committed to providing equal employment opportunities to all employees and applicants without regard to race, colour, ethnicity, gender, age, religion, creed, national origin, sexual orientation, gender identity, marital status, citizenship, genetic information, disability, or any other basis prohibited by applicable federal, provincial, or municipal law. If you require an accommodation in any aspect of the selection process, please reach out to [email protected]

$90,000 - $100,000

To the extent permissible by local law, Omnicom’s policy requires employees to work in the office for a minimum of three days a week, unless additional in-office days are directed by their agency or manager.

Omnicom is committed to hiring and developing exceptional talent. We agree that talent is uniquely distributed, and we’re focused on developing inclusive teams that can bring the best solutions to everything we do. We strongly believe that celebrating what makes us different makes us better together. Join us—we look forward to getting to know you. We will process your personal data in accordance with our Recruitment Privacy Notice.

Link to Recruitment Privacy Notice: https://www.omc.com/privacy-notice/