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Audience Development Manager

  • Country:US
  • State:NY
  • City:NEW YORK
  • Category:Marketing & Communications
  • Required Education:Bachelor's Degree
  • Position Type:Professional
  • Employment Type:Full-Time
  • Contract Type:Regular
  • Req ID:136994BR
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Job Description
Audience Development Manager

As data and analytics become more and more critical to marketing, marketers need tools and capabilities to help them make sense of information and understand how to apply it. The Audience Development Manager will need the following:

Industry and Data Expertise
High proficiency of online advertising, metrics, terminology, industry best practices and trends. Programmatic Advertising experience preferred.
Understanding of and experience with all audience development channels - SEO, social, newsletter, partnerships, programmatic buying, etc.
Familiarity with analytics platforms. Must be versatile and able to adapt to constantly changing marketplace and environment.
Understand usage, overlap, extension, amplification, local for programmatic, direct marketing and personalization.

Operational Excellence
Build proprietary audiences across data assets with online and offline data; first, second and third party data.
Collaborate with accounts team to set pre campaign targets and build media plans. Optimize audience reach efficiency during campaigns to ensure ROI. Package post campaign reports for Accounts Team.
Define, maintain and govern a portfolio of audience definitions including first and third party data for both prospecting and nurturing (lead generation and demand generation) of Audiences through the DMP tool and other relevant tools
Develop best practices for audiences sizing, characteristics and ability to apply demographic and behavioral data insights to audience segments

Client Focus & Communications
Entrepreneurial, digitally savvy, with exceptional analytical, quantitative, problem-solving, and critical thinking skills
Determines the benefits of the IBM solution/product from the internal client's perspective and clearly articulates it.
Builds strong value propositions and proof points aligned to internal client goals that set the solution apart.
Develop measurement strategy for internal client situation, including process and outcome measurements, implementation considerations
Educate and train client [diamond teams] to build Audience-first tactics and performance strategies across messaging, content, consumer experience and retention

Required Technical and Professional Expertise

  • 4+ years experience in digital, performance/programmatic marketing, with good skills in data and analytics


Preferred Tech and Prof Experience

  • Ability to package targeting strategies and campaign reports for business teams.
  • Ability to collaborate with across teams to set pre campaign targets and build media plans.
  • Ability to optimize audience reach efficiency during campaigns to ensure ROI across programmatic and other key marketing touch-points
  • Ability to Define, maintain and govern a portfolio of audience definitions including first and third party data for both prospecting and nurturing (lead gen and demand gen) of Audiences through the DMP tool and other tools.


EO Statement
IBM is committed to creating a diverse environment and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status. IBM is also committed to compliance with all fair employment practices regarding citizenship and immigration status.

Preferred Education: Master's Degree Commissionable: No
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