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VP, Data Strategy

San Francisco, CA, USA | IPG Mediabrands

  • Industry:
  • Position Type:
  • Functions:
    Project Management
  • Experience:
    10-12 years
Job Description:
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Our audience analytics 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 to activation platforms. These capabilities represent an important part of our current business, with very strong growth potential. The team objective is to accelerate our growth, delivering strong revenue gains by attracting new clients and delighting current clients to retain and expand their engagement. Audience Strategy leads the audience portion of client engagements, focusing on providing pre-sale support to new business pitch teams, leading or co-leading expansion opportunities with existing analytics clients, developing and leading post-sale implementation plans, and managing the ongoing audience engagement by providing support and consulting to ensure strong business impact for our clients. This is a selling-consulting role for a technology + data platform and related services.

Essential Functions 

Work with clients, our agency leaders, and analytics leaders to understand, document, and clarify client needs (stated and unstated) related to audience creation and activation

Prioritize, customize, and present relevant messages as part of the new business or existing client sales process to address client needs

Work with client and our teams to identify and resolve technical or commercial barriers to the success of the sale and the ultimate success of the engagement

Develop specific approaches and gain alignment to project plan for the client, that helps us give confidence we can deliver the intended benefits, permits estimation of scope and pricing, and helps guide work of related teams during post-sale implementation (audience client success team, client media and CRM teams, programmatic teams, agency account management team, audience product team as needed)

Propose and get alignment to engagement pricing that drives a successful sale at an appropriate margin

Facilitate the process of developing or clarifying the client’s audience strategy, extending and enriching it based on our distinct capabilities (with planning & strategy teams, client, account management)

Lead the process of developing, extending, and syndicating custom audiences based on client specific data and our insights on the best way to enable their intended strategy

Develop and oversee implementation (with client success team) of closed-loop measurement plans to demonstrate the value of the customized audiences in driving growth for our client, adjusting audience segments as needed based on findings

Work with account teams and clients to ensure the long-term health of the relationship, both by delivering strong results from audience work, and by ensuring that the key client stakeholders feel good about the overall success and value of those results

Work with relevant teams to make the most, best use of current features to solve challenges in an engagement, and organize clear feature requests to the audience product team or to our data and technology partners to address high value new features to prioritize

Work with analytics account teams to help identify clients with strong potential for growth in audience analytics, then develop and execute plans for driving growth with those prospects

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



Bachelor's degree required

Work Experience

9+ years of experience in digital media planning or media analytics, including at least 2 working in a sales or implementation role with a DSP, DMP, trading desk, or addressable audience segmentation solution

Demonstrated success leading work with multi-location multi-functional teams strongly preferred



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

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

Strong understanding of the US data and ad tech ecosystem essential, with a focus on identity management (Experian, Axciom, Neustar), programmatic, and addressable TV

Understanding of audience analytics capabilities and good practices (measurement, matching, onboarding, workflow, limitations and workarounds, etc.) in the current environment

Working knowledge of data factors driving project success (e.g. role and value of ideas like PII vs. anonymized data, cookies vs. people, panels vs. census, passive vs. active/survey data, fused vs. matched data, etc.)

Presentation development and delivery

Leadership and change management

Strong written and verbal communication

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 40-60%

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