General information

Agency: Initiative

Job Function: Data & Analytics

Location: New York, United States

Job Ref#: 10382

Description & Requirements

Position Summary

The audience acceleration team is within the CIA craft, built to strengthen our digital product throughout the agency and bring a more audience/data first approach to all media buys.


The Audience Acceleration Team participates as a data-driven layer that helps facilitate the executional approach to audiences across each channel/tactic. Accountability lies within this team to bring clarity to the broader team on audience strategy, data sources & internal capabilities as it relates to audience development. Increasing the transparency and control in each of our media buys and bringing more sophisticated optimization opportunities to improve the impact on the business objective.    


The Audience Acceleration team collaborates with all crafts.  They:


·        Are experts in lower funnel activation best practices (search, social, programmatic)

·        Are familiar with bottoms-up planning to forecast & deliver on specific business goals

·        Understand the audience ecosystem to bring new audience first opportunities to each campaign

·        Lead the identification of the right audiences & inform how to build them to meet business goals, and guide the quantification of connection encounters holistically

·        Champion innovative, forward thinking activities that help brands create value with their audience.

Key Responsibilities

As Manager, your role entails building, scaling and elevating a holistic audience first approach to campaign execution and measurement across all channels, and supporting the team managing all deliverables for these clients. Within Audience Acceleration, you will drive the use of analytics to make short-term and long-term investment decisions and align with all teams to ensure that best practices are being followed, and optimization tactics align to each KPI.


With coordination from your team and all other crafts, you will review media plans and make suggestions based on audience segmentation, optimizations and budget shifts based on performance. You will be a thought leader in how to improve the way we work as an agency with all partners – internal and external. 

    • Collaborate with teams to deploy audience first, data driven media planning and execution
    • Interpret audience briefs to identify relevant data signals & build in depth persona profiles to help articulate the value of each audience
    • Support teams on maintaining a cross channel/cross partner view of audience segmentation strategy
    • Leverage and incorporate into plans IPG audience assets and capabilities such as Acxiom and AMP data solutions and services
    • Work with client CRM, DMP teams for audience segmentation strategy and audience activation
    • Interpret data delivered by the analytics and reporting team on a regular basis to support optimization and recommendations
    • Detect overlaps and duplicative audiences and inventory across digital channels and partners to optimize digital recommendations
    • Collaborate with global counterpoints to establish Global best practices for Performance from the NY Hub

Desired Skills & Experience

  • ·        Bachelor degree in related field or equivalent work experience

    ·        4+ years in media & audience strategy, execution & or management (experience in search, social, or programmatic is a plus)

    ·        Ability to interface with other crafts and understand the role of data in media planning

    ·        Experience in building audience based and performance based media plans using outcomes and KPIs to determine digital partner and channel splits

    ·        Have a strong knowledge of digital marketing technologies, including: DSP, DMP, Ad Server, Ad Verification and Site Analytics

    ·        Ability to interpret data into meaningful insights for clients on a regular basis – daily, weekly, monthly

    ·        Proven problem solving ability

    ·        Ability to work successfully within a team, handling multiple projects and meeting tight deadlines under pressure

    ·        Intermediate SQL knowledge and understanding of relational databases

    ·        Intermediate excel (at the very least VLOOKUPs, pivot tables, etc.)

    ·        Market research (measurement and analysis – in my opinion measurement is pretty critical)

    ·        Syndicated research (MRI Simmons, GWI, Kantar MARS, etc.) is a plus

    ·        Crosstab/statistical analysis tools (SPSS, Q, Telmar, etc) is a plus

Employment Transparency

It is the policy of Mediabrands, division of the Interpublic group, to provide equal employment opportunities to all employees and applicants for employment without regard to race, color, ethnicity, gender, age, religion, creed, national origin, sexual orientation, gender identity, marital status, citizenship, genetic information, veteran status, disability, or any other basis prohibited by applicable federal, state, or local law. 

Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties, or responsibilities that are required of the employee for this job. Duties, responsibilities, and activities may change at any time with or without notice. 

The employer will make reasonable accommodations in compliance with the American with Disabilities Act of 1990. The job description will be reviewed periodically as duties and responsibilities change with business necessity. Essential and other job functions are subject to modification. Reasonable accommodations may be provided to enable individuals with disabilities to perform the essential functions.  

For applicants to jobs in the United States: In compliance with the current Americans with Disabilities Act and state and local laws, if you have a disability and would like to request an accommodation to apply for a position with Mediabrands, please email

About Us

Initiative is different to other media agencies.
We are not trapped by a legacy structure primarily centered on paid advertising. Instead, we are liberated by a new world structure designed to deliver highly differentiated and highly effective communications strategies for our clients.
We are the world’s fastest growing media agency built upon the strongest strategic capability of any agency in the market. Core to this strategic proposition is the belief that the faster a brand can move through culture the more relevant it can become.
We call this Cultural Velocity ™.
Our process is designed to create ideas that move through culture through unique insight, market leading analytics and strategic media brilliance.
Our new world model is comprised of “craft centers” – Client Advice and Management, Strategy, Communications Design, Partnership and Culture, Insights & Analytics.

All U.S. Mediabrands employees must be fully vaccinated against COVID-19 or have an approved accommodation.