Manager, Audience Activation & Data Management Platform
Thomson Reuters
Hyderabad, Telangana
1m ago

The Manager, Digital Audience Activation & Data Management Platform (DMP) will lead the enhancement / evolution of Thomson Reuters’ DMP (Adobe Audience Manager) and lead the Audience Activation team.

The Manager is responsible for leading our segmentation strategy, evaluating data partners, guiding third-party cookie deprecation, and partnering across departments to define the traits to better orchestrate the customer journey between touchpoints.

Partnering on program initiatives, the Manager is a trusted resource and evangelist to the wider organization, implementing measurement, effectiveness, and analysis to improve channel, campaign, and workflow efficiency over time.

You will support the aggregation of first, second, and third-party audience data from cross-channel marketing efforts and manage the DMP to support the execution of paid marketing campaigns and targeted, personalized experiences on our websites.

You will help design the first-party data strategy for Thomson Reuters ensuring it is a privacy complaint and able to deliver customized data-backed experiences.

Responsibilities

  • Own the DMP for the Thomson Reuters enterprise team, establishing processes that allow easy scaling across business units.
  • Help identify and orchestrate cross-departmental activities to connect and unify first, second, and third-party sources to continually sharpen our ability to target and personalize our customers’ online experiences.
  • Drive operational efficiencies and monitor / forecast team capacity.
  • Set an operating rhythm for reporting deliverables, monitoring status, and designing / delivering executive-friendly updates.
  • Be a main point of contact, owner, and coordinator of the flow of work from stakeholders to the marketing operations, infrastructure, and automation teams.
  • Serve as a mentor, coach, trainer, and thought leader for stakeholders and direct reports.
  • Collaborate with marketing and customer data teams to build a cohesive and unified view of audience data, facilitating new integrations within and outside of the platform to enhance audience capabilities and design audiences that map to business goals.
  • Establish internal and industry channel benchmarks
  • Continuously analyze digital channel data as well as internal, external, and integrated audience data to generate audience-specific insights that drive business decisions and initiatives, from planning phases through activation, and identify optimization opportunities against Demand Gen and eCommerce goals.
  • Develop advanced customer segmentation strategies and use segmentation to build audiences in partnership with the Optimization team;
  • target and find those customers (and similar customers) across marketing channels and build a process to ensure audience quality maintenance.

  • Own the enterprise marketing data strategy to provide solutions that are portable and based on first-party data. Act as the subject matter expert for marketing and targeting data available within the DMP platform.
  • Understand the latest industry trends and use cases surrounding the use of the DMP and be a champion of industry best practices.
  • Spearhead the cookie-less projects and help support the transition to the cookie-less future while keeping the long-term TR data strategy intact.
  • Design an effective first-party data strategy to collect, analyze, and action upon data in the most efficient way
  • Regularly collaborate with vendors and internal legal teams to ensure compliance associated with data-sharing, data-ingestion, and data-transfer processes
  • Requirements :

  • 4+ years of DMP experience and process leadership, with significant knowledge of common marketing tactics and practices within major data management platforms & strategies
  • Experience with digital campaign setup, optimization and reporting, audience segmentation, audience strategy development, ad targeting, and delivery.
  • Deep understanding of advertising technologies targeting and data collection, with a clear view of how media channels work together to create a cohesive personalized marketing experience
  • Demonstrated use of analytical skills, data-driven decision-making, and strong teamwork to drive business results and future media / creative tactics.
  • Ability to develop requirements documents for different development and data teams
  • Sound understanding of first-party identity solutions, especially in the Adobe ecosystem
  • Flexible and nimble to think around tough business problems and provide alternatives where solutions do not exist due to the current tech stack limitations
  • Familiarity working with cross-functional marketing teams and external vendor teams.
  • Excellent communication and collaboration skills
  • High attention to detail required
  • Proficiency in Microsoft Excel, PowerPoint, Word, and Web Applications
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