Senior Audience Planner/Data and Insights Specialist

About WPP Media

WPP is the trusted growth partner for the world’s leading brands. With exceptional talent, trusted data and intelligence, and world-class partnerships – all united by our pioneering agentic marketing platform, WPP Open – we help clients navigate change, capture opportunity, and deliver transformational growth. 

WPP Media is WPP's AI-driven media operating unit, bringing together media, data, and partnerships to deliver creative personalisation at scale. Connected through WPP Open and powered by Open Intelligence, clients see exactly where, how, and why their media investment is working.

For more information, visit wppmedia.com .

Job Title: Senior Audience Planner/Data and Insights Specialist

Company: WPP Media South Africa

Location: Johannesburg, South Africa

Reports To: Client lead 

About the Role

As the senior audience planner/ data and insights specialist, your role will encompass working in both the data and tech space, as well as designing and delivering audience strategies.

Core Responsibilities

• Data and Tech Requirements

You will be the core support arm to the broader agency team in providing ongoing data and tech solutions relevant to the requirements of the client, this includes but is not limited to:

• Supplying of any data requirement for strategy and insight work
• Conduct market research on media consumption patterns for different markets and audiences.
• Adoption and localization of regional and/or global tools or data solutions
• Building of internal capabilities of data strategy, data analytics and data solution products/tools
• Responsible for driving innovation and new technology topics for the client business.
• On-going thought leadership in relevant industry & category initiatives such as white papers / public speaking / landscape & trend reports / awards judging
• Audience Planning Requirements
• Lead the development and delivery of audience strategy and champion audience-first thinking within the planning and strategy teams; providing a consultative approach to driving business outcomes using data and technology platforms.
• Build a cohesive 360 view of the customer profile using 1st party, 2nd party, 3rd party and research data inclusive of online and offline data sources.
• Utilize all available technologies to drive audience-based planning, buying, targeting, measurement and optimization
• Develop strategic audience segmentation to drive omnichannel personalization.
• Build audience targeting strategies based on campaign goals, run audience insight analysis, collaborate with data partners to create custom audiences, and establish connection with media partners to configure, test, and validate destination across all channels.
• Supervise the end-to-end process of audience planning, activation, and measurement for clients and/or campaigns.
• Analyse performance by audience segment & provide audience optimization recommendations.
• Develop a deep expertise in the data ecosystem including 3rd party data providers, publisher and supply direct relationships, and WPP companies.
• Drive adoption and success of data and technology platform partnerships as well as ensure that global team understands market needs and priorities.
• Lean into data strategy conversations and work with clients, partners and other stakeholders to forge new and interesting data connections and trials.
• Assist in closing the measurement loop to improve incrementality, working with specialist teams as needed.

Key Skills and Competencies

• Have an in-depth understanding of communication channels and platforms, including but not limited to CRM, CDP, DMP, programmatic, social, EC, new retail and how they interrelate.
• Familiar with how data could be used in driving business outcome and how business outcome could be measured by data.
• Excellent written and verbal communication skills with evolved present-to-persuade and facilitation skills. Strong analytics skills and can see business implications beyond data
• Have the ability to demonstrate a depth of understanding of the industry, the client’s business and brands as well as changes to consumer and media in senior level client conversations.
• Excel at ability to influence without authority but with the organization’s support to ensure that even without authority there is accountability.
• Collaboration, accountability, persuasive attitudes are critical for this role.

Experience

• Minimum of (5 years+) experience in data and analytics
• Experience working in cross functional teams and geographies.
• Experience connecting Audience segmentation with the realities of delivering in addressable media platforms.
• Sound understanding of the marketing technology stack required to delivery on Audience planning through to execution.
• Strong experience working with digital platforms and ad solutions with knowledge of targeting capabilities.
• Experience delivering campaigns with a real time dynamic creative element.
• Executed campaigns with omnichannel user journeys and media targeting.
• Needs to have worked in roles that have developed both strategic and operations capability within media marketing.
• Change agent mindset and risk-taking capabilities with examples of projects that have landed successful business transformation.
• Must be comfortable leading change and spearhead effectiveness and efficiency in media operations.
• Build competitively advantaged skills around audience planning.

Mastery of (Required):

• Precision Planning and Activation
• Audience Segmentation
• 1P / 2P / 3P Data Collection, Integration (including Data Onboarding) and Activation
• MarTech / AdTech
• Biddable Media Buying & Optimization Solutions

Broad Expertise in (Good to Have):

• Brand and Campaign Strategy
• Category Experience
• Agency and Client Background
• Marketing Analytics
• Marketing Effectiveness & Measurement Solution

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