Informazioni generali

Agency: Initiative

Job Function: Data & Analytics

Location: Los Angeles, United States

Job Ref#: 11582

Descrizione e requisiti

Position Summary

The audience acceleration team is a function 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 and measurement of each channel/tactic. Under the purview of the analytics craft, this team is responsible for leveraging the measurement framework & benchmarks to bring specific, actionable KPIs to the measurement plan. Accountability lies within this team to bring clarity to each execution team and partner on how they will be measured and to take responsibility with the outcomes. 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. 


Personalized Creative is a new team within AAT driving Initiative’s new addressable strategy & DCO offering .The Director, Personalized Creative will play a pivotal role in the continued development of this capability, as well as be a primary owner & project manager for Personalized Creative projects for one of our key clients. This is a client-facing role, where he/she will be a main point of contact on executional matters during the end-to-end process of campaign activation and post-launch maintenance.

This team lead will work in partnership with one of our sister teams MBCS (Media Brands Content Studios) to uncover new opportunities, coordinate the end-to-end process of activating DCO, and serve as the connective tissue across all teams & partners, ensuring that all parties are speaking the same language and have the right tools and documentation to seamlessly bring campaigns to life.

This candidate should have experience with DCO project management, as well as knowledge of Media & Ad Ops, so they intuitively understand all the operational needs to execute a DCO campaign. They will be responsible to communicate the needs across Initiative’s other crafts, and ensure delivery.

As Director, Audience Acceleration, your role entails building, scaling and elevating a holistic approach to campaign execution and measurement across all channels, and supporting the team managing all deliverables for these clients. Within Audience Acceleration Team, 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 take the lead reviewing 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.

Key Responsibilities

  • Lead point of contact across all teams and partners, ensuring collaboration. Will need to understand and communicate key deliverables, technical specifications, production and reporting requirements for all campaign components
  • Own internal meetings & conversations to develop communications regarding project development, both technical and creative
  • Meeting organization, notes, & recap
  • Develop a status report and own internal and external status meetings
  • Tech partner identification & vetting
  • Trafficking, site tagging and UTM management
  • QA, service and troubleshoot creative executions prior to launch. Monitor and troubleshoot campaign creative post-launch
  • Monitor project progress and communicate/propose solutions for potential risks with internal teams, or third party vendors
  • Provide direct feedback to publishers when executions do not meet expectations and/or violate previously established guidelines
  • Maintain working knowledge of Client(s) digital brand guidelines

·       Drive audience 1st and data driven marketing solutions across digital planning and ensure campaigns are managed in a manner to facilitate robust measurement and data hygiene

·       Develop cohesive digital cross-channel recommendations and plans (search, social and programmatic)

·       Facilitate tagging strategies and accurate tracking for conversion and remarketing

·       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

·       Support the end-to-end performance process

·       Identify opportunities to create efficiencies between all teams and evolve internal processes to enable dynamic and agile delivery of campaigns

·       Manage reporting and analytic requirements along with reporting cadence – working  closely with Analytics to develop weekly, monthly and quarterly insight presentations

·       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

·       Identify and drive incremental scope development, leveraging IPG audience assets and tools

Desired Skills & Experience

  • A Bachelor’s Degree and a minimum of 6 years’ experience in working in a performance marketing role
  • Entrepreneurial In Nature: Personalization and DCO is a growing product that is lead through the strategy function
  • Technical knowledge/understanding of HTML5 and how its produced
  • Thorough understanding of publisher specs, AD Verification, & IAB standards
  • Technical knowledge/understanding of Addressable Creative/Dynamic Creative and how its produced preferred
  • Experience working at Creative in-house preferred
  • Knowledge of the media planning process preferred
  • Organized & capable of working on multiple campaigns with multiple publishers

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

Chi siamo

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.