Información general

Agencia: Initiative

Función: Strategy

Seniority Level: Director

Employment Type: Full-Time

Ubicación: New York, United States

Job Ref#: 15677

Descripción y requisitos

Resumen del puesto

The Audience Strategy team is built to strengthen our data led products and services throughout the agency and evolve and future proof the client’s audience first, data driven and outcome-based approach across all media buys. The Audience Strategy Team works cross-functionally and connects agency’s proprietary people-based data to enable data-driven decisions throughout planning and activation and maximize client’s business outcomes.

The Group Director, Audience Strategy, will be embedded in client teams and lead portfolio data and audience strategy for an assigned client. The person will oversee the overall audience strategy across all campaigns for assigned accounts and make sure addressable audience strategy is developed and executed across all media channels to reach the highest value audiences. The Group Director, Audience Strategy is a digital native and an expert in leveraging agency’s proprietary data and platforms and play a lead role in accelerating client’s audience centric and data driven efforts. The person will serve as a leader within the organization, evolving and modernizing Initiative’s audience first approach and bring addressable data driven thinking to the forefront of the planning and educating and influencing cross-functional teams. The role will work closely with senior client leadership to help identify and solve client’s business problems with data driven solutions, including C-Suite presentations, thought leadership and new business.

Responsabilidades principales

  • Design the overall audience and data strategy for Health clients targeting patients and physicians.
  • Leverage agency’s proprietary data and platform to develop media marketing strategy that align with client’s business objectives and media KPIs.
  • Lead a team of Audience strategists to identify the highest value audiences and develop audience first, addressable strategies that reach the highest value consumers and maximize business goals and outcomes.
  • Oversee the direction of audience scientists to conduct business and audience analysis and provide the insights and outputs to define audience profiling and segmentation
  • Guide development and management of client’s data driven marketing by educating clients on how data and tech can hep unlock consumer insights and activation/engagement
  • Partner with Client Solutions team to develop a clear Audience learning agenda and measurement framework and KPIs
  • Partner with audience scientists to identify new ways to build, understand and optimize the audiences
  • Serve as a leader within the team, managing and training Directors, Associate Directors, and Managers on assigned accounts and overseeing audience scientists who support the accounts
  • Develop trusted advisor relationships with internal teams and external clients and bring education and consultancy on how people-based data can be leveraged across the planning and activation process throughout the media channels
  • Pioneer new approaches and work to best frame the use of data in all use cases from understanding and helping on client’s 1st Party data roadmaps, activating omni-channel addressable strategies, guiding dynamic creative strategies and defining closed-loop audience measurement approach
  • Facilitate audience and data testing framework in collaboration with Client Solutions and cross-functional teams that can unlock audience learnings
  • Lead innovation and help client educate and develop forward-thinking digital roadmap and testing plan in facing the cookie-less world and keeping them up to date on data privacy, data depreciation and GDPR/CCPA, etc.
  • Identify the gaps in current data and tech and team capabilities in connecting with the assigned client needs and opportunities. 

Habilidades y experiencia deseadas

  • BA/BS degree in related filed
  •  8+ years’ experience in audience development, data driven marketing and/or digital marketing with a strong understanding in ad tech landscape and biddable media ecosystem (across search, social, or programmatic) and overall 11+ years of overall work experience. Highly prefer the experiences in Health.
  • Hands on experience in digital marketing technologies, including DSP, DMP, CDP or CRM platform. Experience in Client MarTech will be a plus.
  • Deep understanding in data and digital media ecosystem with the ability to see from the brand’s business lens
  • Experience working on holistic, cross-channel media recommendations and optimizations that is tied to business outcomes, from both a strategic and birds eye view to a technical implementation
  • Experience in building audience based and performance-based media plans using outcomes and KPIs to determine digital partner and channel splits
  • Experts in all media activation channels (programmatic, social, search, TV, OOH, etc.) and understand full funnel addressable activation best practices
  • Proven success in collaborating across multiple teams, handling multiple high priority projects in a fast-paced setting
  • Experience in managing multiple clients, and teams and prioritizing projects and deliverables
  • Experience in managing or developing a team and can delegate and oversee direct reports
  • Excellent written, verbal communication and presentation skills including the ability to develop story-telling presentation decks
  • Proven experience working with senior level clients

Wage and Benefits

We offer a Total Rewards package that includes medical and dental coverage, 401(k) plans, flex spending, life insurance, disability, employee discount program, employee stock purchase program and paid family benefits to support you and your family. To give you the ability to better meet your personal needs, and in support of your physical and emotional well-being, you will receive discretionary time off days and company-wide Appreciation Weeks and Wellness Days.

We also offer a competitive Total Compensation package, including a competitive salary and eligibility for an annual discretionary incentive award or a relevant incentive award.

The salary range for this position is $180,000 to $200,000.  Where an employee or prospective employee is paid within this range will depend on, among other factors, actual ranges for current/former employees in the subject position, market considerations, budgetary considerations, tenure and standing with the Company (applicable to current employees), as well as the employee’s/applicant’s skill set, level of experience, and qualifications.  

Minimum Salary


Maximum Salary


Transparencia en el trabajo

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

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Sobre nosotros

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.