Audience Data Strategy and Segmentation Manager

Job Description

Across our organization, we're building a workplace where collaboration is essential, diverse voices are heard, and inclusion is the key to our success.

The Audience Data Strategy and Segmentation Manager will work to support Corporate Sponsorship for NPR on the Digital Operations team. This department works directly with NPR's sales, marketing, and design teams to create and implement digital sponsorship campaigns to promote and generate sponsorship for NPR's top-quality digital programming including, but not limited to: NPR.org, NPROne, Up First, How I Built This, TED Radio Hour, etc.

This role will also align closely with NPR's Digital media Team, working to translate our audience data into meaningful custom segments for NPR's digital sponsors, while utilizing the data to support internal initaitives such as audience growth, e-commerce, and driving membership. This is a new initiative for NPR, so this position will be a hybrid of strategic work (creating a strategy and aligning key stakeholders) and operational duties (creating segments that translate into sponsorship revenue).

RESPONSIBILITIES
• Evaluate potential vendors, and select a data management platform (DMP) or customer data platform (CDP) that achieves NPR's goals for both digital and podcast audience segmentation and analytics
• Work with internal NPR stakeholders to determine what data signals are available across all of NPR's different patforms (NPR.org, NPR One, NPR Podcasts, NPR newsletters, etc) to maximize the available data that can be ingested into the DMP/CDP
• Work with NPR's digital media team to launch the DMP/CDP in order to collect data on users' content consumption patterns and behaviors, so that NPR can customize users' experience on our digital properties as well as the sponsorship messages that they receive
• Identify analytical opportunities and generate insights to drive DMP strategy
• Work with stakeholders across NPR, often to a very senior level. Develop relationships and drive adoption and further investment in DMP through evangelizing and proving value.
• Partner with sponsorship and data teams to develop testing capabilities across DMP segments, including test structures, deployment and analysis, in order to to prove the effectiveness of different audience segments
• Identify opportunities to scale and combine all data sources, including 1st party, 2nd party, and 3rd party data, to enhance audience effectiveness
• Facilitate new integrations within and outside of the platform with digital vendors and internal data sources to enhance audience capabilities.
• Leverage insights from the DMP/CDP to create actionable audience segments that can increase NPR's sponsorship revenue, particularly in our programmatic channels
• Work within National Public Media's sales and media planning teams to package audience segments from the DMP onto digital proposals in order to meet client targeting KPIs and drive higher CPMs and overall spend levels from digital sponsorship campaigns
• Work with NPR's programmatic advertising team to create proprietary 1st party data segments that appeal to trade desks and drive higher PG/PMP deal volume based on these segments
• Work with NPR to use audience segmentation data from the DMP/CDP to support internal initiatives, such as: driving audience growth, e-commerce sales increases, and premium podcast subscription incrases through more targeted promotional strategies based on audience data, and driving station membership by smarter recruitment campaigns

QUALIFICATIONS

EDUCATION: Bachelor's degree or equivalent in work experience

REQUIRED SKILLS
• 5+ years work experience in digital media (agency/brand/publisher) and/or data analytics
• 3+ years working in Ad Operations, sales planning, or DMP management (or some combination of these)
• Experience working with a DMP/CDP (such as SF DMP, Lotame, Permutive, Adobe Audience Manager, etc)
• Experience integrating and managing the connections between different web-based software systems
• Hands-on experience creating insights from using digital data (Ex. Google Analytics, Adobe Analytics, Google Ad Manager, etc.)
• Experience with optimization of digital media campaigns (search, display, email) or site optimization using site analytics tools
• Project Management: Must have project management experience and excellent written and verbal communication skills. Candidates should have a proven track record of project management, planning and designating project resources, delegating responsibilities, monitoring progress, keeping key stakeholders informed, and completing projects on time and within budget.
• Organization Skills: Must have attention to detail, ability to work independently and ability to manage multiple priorities at a time.
• Relationship Management: Ability to drive action, coordinate timelines, and align key stakeholders across NPR with competing priorities
• Strong analysis skills including skills to rapidly learn new data assets

PREFERRED SKILLS
• Experience onboarding and integrating a DMP/CDP or similar audience data/analytics platform
• Experience with DSPs, 3rd party data, ad serving, real-time bidding, and ad exchanges
• Exp[erience working with trade desks to set up PMP/PG buys based on proprietary 1st-party data
• Experience in ad-serving platforms such as Google Ad Manager 360 or AdsWizz.
• Experience in programmatic advertising, preferably working with trade desks to set up PMP/PG buys based on proprietary 1st-party data
• Understanding of current and upcoming privacy legislation, and how it will impact audience data targeting
• DMP certification preferred but not required

Jobcode: Reference SBJ-rvk62n-18-118-12-101-42 in your application.