Manager, Audience Analytics

Join to apply for the Manager, Audience Analytics role at KINESSOThe Manager of Audience Strategy reports to the Director, Audience Analytics and is responsible for the hands‑on execution and tactical optimization of audience strategies that drive measurable client growth. This role balances emerging client relationship skills with deep technical execution capabilities, directly managing day‑to‑day operations of audience development from first‑party data analysis through segment creation, activation, and performance measurement.As a key member of the Audience Analytics team, you will execute audience strategy initiatives for agency clients, building audience segments, managing platform integrations, and delivering performance insights. You will support senior leaders in client engagements while maintaining direct ownership of technical implementation, data quality, and activation workflows. This role provides an opportunity to develop strategic advisory skills while remaining deeply embedded in the technical work.This position requires strong technical execution capabilities paired with developing strategic thinking. You will work closely with advanced analytics teams, media planners, and client marketing organizations, serving as both a hands‑on practitioner who builds segments and optimizes campaigns, and an emerging strategist who can translate data insights into targeting recommendations.Key ResponsibilitiesBuild, validate, and syndicate audience segments using first-party, second-party, and third-party data sources across client accountsWrite SQL queries to extract, transform, and analyze customer data for segmentation purposesExecute audience modeling projects including clustering, lookalike modeling, propensity scoring, and behavioral segmentation in partnership with Advanced Analytics teamManage audience infrastructure including segment uploads, match rate optimization, and troubleshooting activation issues across DSPs, social platforms, and other endpointsConduct hands‑on QA of audience segments, validate segment sizes, and resolve technical activation problemsMaintain documentation of audience build processes, segment definitions, and activation requirementSupport audience strategy engagements led by senior team members, conducting first-party data assessments and audience maturity evaluationsExecute strategic recommendations by building required segments, setting up activation workflows, and coordinating with media teamsParticipate in client meetings to present technical findings, segment performance results, and optimization recommendationsDevelop tactical audience plans based on campaign objectives and available data assetsBuild client-facing deliverables including segment specifications, activation guides, and performance reportsMeasurement & InsightsBuild and maintain performance dashboards that track audience effectiveness across tactics and channels using tools like Tableau, Power BI, or DatoramaAnalyze campaign results to identify segment performance patterns, optimization opportunities, and actionable insightsCreate regular performance reports that demonstrate audience impact on KPIsConduct deep‑dive analyses on specific campaigns or segments to extract learnings and build best practicesExecute test‑and‑learn experiments to validate segment hypotheses and refine targeting approachesPlatform & Data ManagementServe as hands‑on expert for DMPs, CDPs, DSPs, and audience activation platformsEvaluate third‑party data providers by conducting quality assessments, match rate tests, and performance comparisonsManage day‑to‑day relationships with data vendors and platform technical support teamsCoordinate audience onboarding workflows with external partners, ensuring proper data formatting and successful integrationMaintain awareness of new platform features and data sources that could benefit client strategiesCross‑Functional CollaborationWork closely with media activation teams to ensure proper audience setup and campaign targetingPartner with Advanced Analytics team to scope modeling projects and translate outputs into actionable segmentsCoordinate with planning teams across UM, Initiative, and Mediabrands to audience strategies into media plansProvide technical guidance to junior team members and media planners on audience capabilities and data requirementsSupport operations teams with project scoping, timeline estimation, and resource planningTeam DevelopmentMentor junior analysts and coordinate with team members on project executionManage 2-3 direct reports, providing day‑to‑day guidance and performance feedbackContribute to internal training materials and knowledge sharing sessionsSupport recruitment efforts by participating in interviews and candidate evaluationsStay current on audience strategy best practices, emerging technologies, and privacy developmentsPilot new tools, techniques, and data sources to expand team capabilitiesDocument learnings and contribute to internal process improvementsExplore applications of AI/ML for audience development under senior guidanceDesired Skills & Experience4-7 years of experience in audience strategy, data strategy, programmatic media, or marketing analytics within agency, brand, or martech environments1-3 years of people management experience (or strong potential for first‑time management)Demonstrated ability to independently execute complex audience projects from data analysis through activationDirect hands‑on experience building audience segments and managing campaign activation across multiple platformsProven ability to communicate technical concepts clearly to non‑technical stakeholdersStrong SQL skills with ability to write complex queries for data extraction, transformation, and segmentationHands‑on experience with data visualization tools (Tableau, Power BI, Domo, Datorama)Working knowledge of statistical analysis and modeling techniques (clustering, regression, propensity models)Deep familiarity with programmatic buying, DSPs, DMPs, CDPs, and ad serving technologiesExperience with analytics platforms (Google Analytics, Adobe Analytics) and measurement methodologiesPractical experience working with platform APIs (Facebook, Google, trade desks)Exposure to Python or R is an assetExperience with data clean rooms and privacy‑enhancing technologies is a plusUnderstanding of the Canadian data partner ecosystemKnowledge of privacy regulations (PIPEDA, CASL) and their implications for audience strategyAwareness of cookieless targeting approaches and emerging identity solutionsBasic understanding of media marketplace dynamics and trading mechanicsExecution excellence: Strong bias toward action with attention to detail and qualityTechnical problem‑solving: Ability to troubleshoot complex data and activation issues independentlyCommunication: Clear written and verbal communication skills, comfortable presenting to clientsProject management: Ability to manage multiple concurrent projects with competing prioritiesAnalytical thinking: Strong data analysis skills with ability to extract insights from campaign performanceCollaboration: Works effectively across teams and builds productive relationshipsAdaptability: Comfortable with ambiguity and changing priorities in a fast‑paced environmentClient orientation: Understanding of client needs and commitment to delivering quality workDeveloping strategic thinking: Growing ability to connect tactical execution to business objectivesUniversity degree in Marketing, Statistics, Data Science, Business Analytics, or related quantitative fieldAdvanced degree (MBA, MS) is an asset but not requiredKINESSO is an equal opportunity employer, committed to providing equal employment opportunities to all employees and applicants without regard to race, colour, ethnicity, gender, age, religion, creed, national origin, sexual orientation, gender identity, marital status, citizenship, genetic information, disability, or any other basis prohibited by applicable federal, provincial, or municipal law. If you require an accommodation in any aspect of the selection process, please reach out to canadatalent@mbww.com #J-18808-Ljbffr