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VP, Audience Strategy

Chicago, IL, USA | IPG Mediabrands

  • Industry:
  • Position Type:
  • Functions:
  • Experience:
    10-12 years
Job Description:
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The VP, Audience Solutions Central/West Regions is a key player within Kinesso, reporting to the SVP of Audience Solutions. A successful candidate is well rounded technically and commercially, has an entrepreneurial spirit, can engage clients in designing and delivering audience insights, and drive strategic thinking into client marketing solutions.

Our Audience Solutions team helps clients identify their highest value prospects and customers and deliver relevant messages to those people using a census-level data stack and advanced tools for custom audience creation, extension (via look-alike Organizationels), and syndication across addressable platforms.

The VP will have a critical role in three key functions, working across agencies, industry verticals and clients

Data Science Guide Design custom build of addressable audiences, profiles and closed loop leveraging MB’s proprietary audience platform are aligned to client business goals. Provide guidance to both agency/client partners and data scientists to make sure goals are clearly defined and met. .

Commercialization Evangelize our solutions to constantly increase adoption rates across all agencies by leading meetings to teach agencies on how to pitch and price our services to clients.

Operations We provide custom designed audiences and approaches to leveraging our unique data assets to drive execution working cross functionally with Ad Ops, agency strategy and planning . The VP will lead the account to deliver high quality services for agencies and their clients by ensuring stability, reliability and optimal performance via effective operations management of our services.

The VP will leverage the unique data assets, deep partnerships, cutting-edge technology, and outstanding talent at Company to drive adoption and increase usage of the most complete data-driven consultancy in the media industry. Our strategic thinking fuels media planning and buying of our agency partners.

Essential Functions

Serve as thought leader and strategic partner in aligning audience analytics with a client’s broader business goals and objectives

Evangelize to clients on the benefits of our unique audience platform to drive business goals and reach custom audiences through training, pitching and contributing to the commercialization prep, product, or partnership development initiatives

Work with clients, our agency leaders, and team to understand, document, and clarify client needs (stated and unstated) related to audience solutions through intelligently designed efficient and effective ops management

Provide analytics insights in support of custom audience creation based on multiple data sources including first party CRM data, third party data and syndicated survey data

Collaborate and to advance our Audience Solutions team capabilities and deliverablesaudience analytics innovation roadmap with our Product & Engineering teams

Present to clients and prospects on results of current projects as well as new business opportunities as needed

Work in an integrated fashion with client marketing insight and marketing professionals to make recommendations based on analyses and experience

Contribute to the success of the overall team by participating or co-leading training, commercialization prep, product, or partnership development initiatives as needed

Lead complex client engagements by closely coordinating business and technical resources for ongoing projects


9+ years’ experience in media planning or media analytics, including at least 2 years working in sales or implementation role for Audience analytics

Demonstrated success leading work with multi-location, multi-functional teams

Demonstrated success in helping clients take concrete action based on analytics and data

Demonstrated success in managing analytical, commercial, and emotional elements of a client relationship

Team leadership and change management with ability to engage, develop, and give feedback to drive success of colleagues not reporting to you directly

Willingness to travel to clients and other firm offices up to 40%


Curiosity in ad tech industry and how to propel data-first strategy

Collaboration, including ability to drive clarity in a multi-stakeholder environment

Technical sales, sales support, and solutions design, especially in a dynamic technology and data environment

Personable with strong leadership capabilities which create impact and lead change across client relationships, people and teams and business results

Familiarity with analytic Organizationels and communicating requirements and results, addressable media, and data visualization

Familiarity with Business Intelligence tools (QlikView, Tableau, etc.), Ad Tech/Mar Tech (Adobe, Blue Kai, TURN, etc.) and relational databases (SQL Server).

Experience with third party research partners such as Simmons, Nielsen and comScore.

Ability to communicate complex ideas to both external and internal clients, and ability and comfort with presenting to senior level clients.

Strong understanding of the data and ad tech ecosystem essential with a focus on media metrics.

Experience with industry tools Digital Ad Server (DCM, Sizmek) & Site Served, Website Analytics (Omniture Site Catalyst or Company 360), Media Consumption (Nielsen, ArbCompany, Comscore), Paid Media Monitoring (Kantar, AdViews), Social Media Monitoring (NetBase, Sysomos), 1st Party (CRM), 3rd Party (Blue Kai), Syndicated Consumer (Simmons, MRI), Syndicated Sales (Nielsen/IRI, Polk, JD Powers)

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