Director, Audience Strategy

As our new Director, Audience Strategy, you will take on blended agency + client-facing role that incorporates business consulting, analytical depth, and cross-functional leadership. Serving as a trusted advisor, you will connect client priorities to the right data capabilities (1P, 2P, 3P), technology, and strategy, to help drive measurable business outcomes. Using your financial accumen and eye for detail you will ensure accurate revenue reporting, campaign pacing, and identify opportunities to grow audience targeting usage Using your technical expertise and analytics skills you will support a talented team of analysts on segment creation, activation, manage operational issues, and collaborate on the development of new tools that improve the efficiency and effectiveness of our processes. Leveraging your industry knowledge and leadership skills, you will work with internal product teams and vendors partners to grow our capabilities. This position requires strong strategic thinking, relationship building and management, presentation, critical thinking, and problem-solving skills.

Key Responsibilities

Audience Strategy

Own the audience narrative for clients and align all work to business priorities and measurable outcomes. Advise senior stakeholders using data-driven insights across audience strategy, testing, and optimization. Translate complex signals and technical concepts into clear, actionable recommendations that build confidence with clients, partners, and internal leaders Support development of client-facing deliverables including segment specifications, activation guides, and performance reports Evolve and manage client data partnerships to ensure our audience offering stays ahead of customer needs Audience Execution

Manage audience infrastructure including segment uploads, match rate optimization, and troubleshooting activation issues across DSPs, social platforms, and other endpoints Maintain documentation of audience build processes, segment definitions, and activation requirements Support audience modeling projects including clustering, lookalike modeling, propensity scoring, and behavioral segmentation in partnership with Advanced Analytics team Willingness and ability to be “hands-on” as needed to step in, guide, or support deliverables. Team Development

Mentor a talented team of 4+ Contribute to internal training materials and knowledge sharing sessions Support recruitment efforts by participating in interviews and candidate evaluations Provide technical guidance to junior team members and media planners on audience capabilities and data requirements Stay current on audience strategy best practices, emerging technologies, and privacy developments Pilot new tools, techniques, and data sources to expand team capabilities Document learnings and contribute to internal process improvements Explore applications of AI/ML for audience development under senior guidance Qualifications

Required Experience

7+ years of experience in audience strategy, data strategy, programmatic media, or marketing analytics within agency, brand, or martech environments Experience managing a multi-million-dollar budget 1-3 years of people management experience Demonstrated ability to independently execute complex audience projects from data analysis through activation Direct hands-on experience building audience segments and managing campaign activation across multiple platforms Proven ability to communicate technical concepts clearly to non-technical stakeholders Core Competencies

Strong bias toward action with attention to detail and quality Exceptional presentation and written communication skill Ability to manage multiple concurrent projects with competing priorities Works effectively across teams and builds productive relationships Comfortable with ambiguity and changing priorities in a fast-paced environment Industry Knowledge

Understanding of the Canadian data partner ecosystem Knowledge of privacy regulations (PIPEDA, CASL) and their implications for audience strategy Basic understanding of media marketplace dynamics and trading mechanics Technical Capabilities

Working knowledge of SQL with ability to debug queries for data extraction, transformation, and segmentation Working knowledge of statistical analysis and modeling techniques (clustering, regression, propensity models) Familiarity with programmatic buying, DSPs, DMPs, CDPs, and ad serving technologies Experience with analytics platforms (Google Analytics, Adobe Analytics) and measurement methodologies Exposure to Python or R is an asset Experience with data clean rooms and privacy-enhancing technologies is a plus Education

University degree in Marketing, Statistics, Data Science, Business Analytics, or related quantitative field Advanced degree (MBA, MS) is an a