Position Summary
The Director of Audience Strategy reports to the Senior Vice President, Regional Analytic Lead - Canada and serves as a strategic leader responsible for developing and executing advanced audience strategies that drive measurable client growth. This role combines strategic partnership leadership with hands-on client engagement, overseeing the full lifecycle of audience development from first-party data assessment through segment creation, activation, and performance measurement.
As a key member of the Analytics leadership team, you will be the primary architect of audience strategy for agency clients, translating complex data assets into actionable targeting frameworks that deliver business outcomes. You will lead client relationships, develop proprietary audience capabilities, manage data partnerships, and build team expertise while maintaining direct involvement in high-impact client work.
This position requires exceptional strategic thinking paired with technical execution capabilities. You will bridge the gap between advanced analytics, media planning teams, and client marketing organizations, serving as both a trusted advisor and a hands-on practitioner who can design audience strategies, build segments, and prove their impact through rigorous measurement.
Key Responsibilities
Client Leadership & Strategy Development
- Lead audience strategy engagements with agency clients, conducting comprehensive assessments of their current targeting capabilities, first-party data assets, and audience maturity
- Design and present strategic recommendations that outline optimal audience segmentation approaches based on client business objectives, customer data analysis, and market opportunities
- Translate client business goals into executable audience strategies across paid, owned, and earned media channels
- Serve as the primary data strategist for high-value client accounts, establishing trusted advisor relationships with client marketing and analytics leaders
- Develop strategic POVs and thought leadership on audience strategy, data activation, and privacy-forward marketing approaches
Audience Development & Execution
- Oversee the creation, validation, and syndication of audience segments using first-party, second-party, and third-party data sources
- Partner with Advanced Analytics team to develop proprietary audience models, leveraging techniques including clustering, lookalike modeling, propensity scoring, and behavioral segmentation
- Maintain and optimize audience infrastructure to ensure high match rates across DSPs, social platforms, and activation endpoints
- Evaluate and score third-party data providers, developing frameworks for when and how to deploy different data sources for programmatic and direct buys
- Ensure audience activation quality through rigorous QA processes, segment size validation, and activation troubleshooting
Measurement & Insights
- Establish performance measurement frameworks for audience-driven campaigns, defining success metrics and reporting cadences
- Collaborate with Advanced Analytics team to build insights dashboards that track audience performance across tactics and channels
- Analyze campaign results to extract learnings about segment performance, recommend optimization strategies, and build institutional knowledge about what works
- Create and deliver client-facing insights presentations that demonstrate audience impact on business outcomes
- Develop test-and-learn frameworks to continuously improve audience strategies through structured experimentation
Partnership & Platform Management
- Lead relationships with data partners, technology vendors, and platform providers, negotiating commercial terms and evaluating new capabilities
- Serve as the subject matter expert on DMPs, CDPs, clean rooms, and other audience activation technologies
- Drive adoption of IPG's proprietary audience capabilities and ensure clients maximize value from available tools and data assets
- Coordinate with Finance team to track legal agreements, revenue projections, and partner billing reconciliation
- Represent IPG Mediabrands in industry forums and maintain awareness of regulatory developments affecting data strategy
Cross-Functional Collaboration
- Act as data translator between client teams, media activation teams, and advanced analytics teams, ensuring seamless information flow
- Build strong relationships with planning teams and specialty business units across UM, Initiative, and Mediabrands to drive integrated solutions
- Facilitate audience activation workflows, coordinating with external partners and internal teams to establish efficient pipelines
- Provide guidance and cost estimates for audience projects, working with operations teams to ensure accurate scoping and delivery
Team Leadership & Development
- Lead and develop a team of audience strategists and analysts, providing mentorship, performance management, and skill development
- Delegate effectively while maintaining oversight of quality and client satisfaction
- Foster a culture of curiosity, technical excellence, and client service within the audience practice
- Contribute to the recruitment and onboarding of new team members
Innovation & Capability Building
- Explore and pilot AI/ML applications for audience development, including generative AI for insights synthesis and agentic workflows for audience creation
- Identify opportunities to build proprietary models and IP that differentiate IPG's audience capabilities
- Drive continuous improvement of internal processes, tools, and methodologies
- Stay current on industry trends, emerging technologies, and evolving privacy regulations affecting audience strategy
Desired Skills & Experience
Required Experience
- 7-10 years of progressive experience in audience strategy, data strategy, programmatic media, or marketing analytics within agency, brand, or martech environments
- 3-5 years of people management experience, including performance management, talent development, and team building
- Demonstrated track record of leading client relationships and delivering strategic recommendations that drive business results
- Deep hands-on experience with audience segmentation, data modeling, and campaign activation across multiple channels
- Proven ability to translate technical concepts for non-technical audiences and translate business objectives into technical requirements
Technical Expertise
- Proficient in SQL with ability to write complex queries for data analysis and segment creation
- Working knowledge of statistical analysis and modeling techniques (clustering, regression, decision trees, propensity models)
- Experience with data visualization tools (Tableau, Power BI, Domo, Datorama)
- Strong understanding of programmatic buying, DSPs, DMPs, CDPs, and ad serving technologies
- Familiarity with analytics platforms (Google Analytics, Adobe Analytics) and measurement methodologies
- Experience working with APIs for major platforms (Facebook, Google, trade desks)
- Exposure to programming languages such as Python or R is an asset
Industry Knowledge
- Comprehensive understanding of the Canadian data partner ecosystem
- Knowledge of privacy regulations (PIPEDA, CASL) and industry self-regulatory frameworks
- Awareness of cookieless targeting approaches and privacy-preserving technologies
- Understanding of media marketplace dynamics, trading mechanics, and commercial structures
Core Competencies
- Strategic thinking: ability to synthesize complex information into clear, actionable strategies
- Client management: skilled at building trust, managing expectations, and navigating organizational dynamics
- Communication: exceptional written and verbal communication skills, comfortable presenting to C-level executives
- Technical fluency: able to move seamlessly between strategic discussions and technical implementation details
- Project management: capable of managing multiple concurrent projects with competing priorities and tight deadlines
- Leadership: proven ability to influence cross-functional stakeholders and lead without direct authority
- Problem-solving: analytical mindset with bias toward action and creative solutions
- Adaptability: comfortable with ambiguity and rapid change in a dynamic industry
- Attention to detail: maintains high standards for accuracy while managing strategic priorities
Education
- University degree in Marketing, Statistics, Data Science, Business Analytics, or related quantitative field
- Advanced degree (MBA, MS) is an asset but not required
Working Conditions
- Hybrid work environment with flexibility for remote work
- Fast-paced agency environment with multiple clients and competing deadlines
- Occasional evening or weekend work during peak campaign periods
- Some travel may be required for client meetings or industry events
IPG Mediabrands is the media and marketing solutions division of Interpublic Group (NYSE: IPG). IPG Mediabrands manages over $47 billion in marketing investment globally on behalf of its clients across its best-in-class brands UM, Initiative, Media Experts, Reprise, MAGNA, Orion, Mediabrands Content Studio, and the IPG Media Lab. IPG Mediabrands clients include many of the world’s most recognizable and iconic brands from a broad portfolio of industry sectors including automotive, personal finance, consumer packaged goods (CPG), pharma, health and wellness, entertainment, financial services, energy, toys and gaming, direct to consumer and e-commerce, retail, hospitality, food and beverage, fashion and beauty. The company employs more than 18,000 diverse marketing communications professionals in more than 130 countries. Learn more at www.ipgmediabrands.ca and follow us on LinkedIn: Mediabrands Canada and Instagram: @MediabrandsCanada.
What's in it for you?
• Generous paid time off with a minimum of 37 paid days off including vacation and monthly wellness days. We also have four-day long weekends, half-day summer Fridays, and meeting-free Friday afternoons year-round.
• A flexible hybrid work model that works for you.
• A focus on personal development with formal training opportunities, including mental health training and inclusion education for everyone.
• A chance to be part of and grow within a global network of agencies.
• The opportunity to contribute to our company culture by joining one of our many community-based employee groups, such as Black Employee Network, Girls on Fire, Hispanic or Latinx Alliance, Neuro Network, Pan-Asian Network, and Rainbow Lounge.
IPG Mediabrands 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 [email protected]
