VP Advertising Insights & Targeting
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VP Advertising Insights & Targeting
I. Job Summary | Major goals and objectives.
This position will report into the Chief Marketing & Data Officer and act as a strategic partner to Meredith Digital's sales organization. The VP of Insights will be a consultative strategist, thought leader, and strong collaborator who works across technical and marketing teams to identify consumer stories and craft ad targeting solutions that drive business growth for Meredith and its vast array of clients across the portfolio. This position will focus on supporting key advertiser programs and contribute to the rigorous data and insights discipline that sets Meredith apart from its competitors, providing consumer insights to drive advertiser's decisions and helping more effectively reach their target consumers.
The VP of Insights will manage two core teams, closing the loop between consumer insight and activation. For the Advertiser Insights team, this position will mature and productize the team's services, which include proactive trend reports, responding to sales requests for consumer insights across all key categories of food/family/home/lifestyle leveraging multiple data sets, and delivering custom insights projects for key strategic partners. For the Targeting team, this position will be responsible for driving innovation by developing a roadmap of data-driven targeting capabilities and guiding the team who are focused on building and executing audience segments for advertiser campaigns.
This role will provide thoughtful leadership within the Meredith Digital organization, and work closely with the VP of Business Intelligence and Head of Data Infrastructure, to guide the data strategy and maximize the output from the team.
This role requires pivoting between client-facing presentations and deep technical discussions of ad targeting and clickstream data systems.
II. Essential Job Functions
Accountabilities, Actions and Expected Measurable Results
Insights: Continue to evolve and productize the Advertiser Insights team's services, including surfacing consumer trends and insights across all Meredith brands, both proactively and in response to RFP's/sales requests leveraging multiple digital data sets; work closely with the head of digital sales and manage the rules of engagement between this team and the sales organization.
Innovation: Continue to develop the audience targeting capabilities roadmap and provide guidance on segment building based on insights, unique data attributes, and key client objectives.
Manage and oversee the development and delivery of programs for strategic advertising partners, developing custom insights and audience targeting solutions, working closely with both the sales team and the advertiser.
Manage and coach the Advertising Insights & Targeting team and provide training for key sales and BI teams.
Contribute to overall digital and data strategic planning (timing varies throughout the year).
III. Minimum Qualifications and Job Requirements | All must be met to be considered.
MBA preferred, BS in business, research, or marketing
12 + years of professional experience in product management or data analysis, including quantitative and qualitative research and analysis, digital metrics and analytics, and audience measurement.
5 years of managerial experience, providing leadership, direction, and mentorship to diverse teams.
* Experience within online advertising, marketing, ad tech, statistical, or finance fields required.
Specific Knowledge, Skills and Abilities:
Extensive working knowledge of tools and techniques for clickstream analysis and attitudinal/behavioral measurement, including back end data warehouses (e.g. AWS Redshift, SQL Server) and front end web analytics tools (e.g. Adobe Analytics, Google Analytics).
* Passion for and proficiency with data-oriented storytelling and customer service excellence.
* Strength in interpreting and defining client problems and key questions and identifying actionable solutions.
* Ability to lead, mentor, and grow a geographically dispersed team with varying levels of skills and experience.
* Strong attention to detail; strong verbal and written communication skills; sense of urgency with a strong ability to prioritize.
* Experience working with various front/back end platforms such as DFP or other relevant 3rd party ad servers, Salesforce or Oracle DMPs, Tableau, Nielsen, ComScore, Google Analytics, etc.
* Familiarity with Agile/SCRUM development is preferred.
% Travel Required (Approximate) : 20%
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