Audience Planner

Edinburgh, City of Edinburgh
16 Aug 2017
16 Sep 2017
Planning & Strategy
Business Type
Contract Type

Role overview

  • Data will drive all we do; audience definition, media planning and buying decisions and crucially creative messaging and decision making. 

  • Work outputs will be dynamic; decisions will be made hourly and daily not at a post campaign review meeting. 

  • This role requires the blend of a data-literate planner and someone who is excited about being involved in defining creative messaging and having a key role in a truly integrated team. 

  • This role is crucial in terms of using data to both hone the audience approach from an efficiency/effectiveness perspective, as well as using it to inspire and refine creative platforms and messaging.
  • Look for insights in the Turbine data set and other relevant 1st and 3rd party sources to set audiences with 3 goals in mind: sizing the audience potential, looking for preferences to inform creative direction and messaging and look for comparisons to competitor brands.
  • Budget setting: Using each audience size by market, as well as other relevant data signals, to recommend the spend for each country by campaign 

Key Accountabilities

  • Providing support to the wider team in development and delivery of audience plans backed by audience insight 

  • Monitor group wide audience planning outputs to ensure quality deliverables
  • Management and development of audience planning tools, advising on syndicated tools as well as advancing our internal capabilities
  • Maintaining close working relationships with key people in strategy and analytics functions, as well as counterparts around the network
  • Compiling best practices on data utilization and distributing these to the wider team 

  • Document best practices across colleagues across market 

  • Define and lead tests of new data strategies 

  • Structure case studies to share across territory 

  • Aid in the assessment of new strategic data opportunities to keep ahead of the market Develop POVs on data partners 

  • Manage test pilots and resulting analysis of performance 

  • Determine where the intent is set high 

  • Identify possible messaging strands

Personal attributes

  • Proven experience of using Audience data within a digital planning context at scale, combining a level of numeracy and curiosity to uncover actionable insight  

  • Experience of working with data assets from the likes of Excelate, Audience Science, BlueKai etc
  • Analytical pedigree - evidence of having approached problems from a mathematical perspective and working through to a solution in a logical way
  • Ability to present complex data analysis 

  • Ability to work independently with limited input once objectives have been set 

  • Strong communication skill with relevant stakeholders of all levels, both internal and at client side when needed
  • Numerate and analytical 

  • Planned and organised 

  • Passion, proactive, inquisitive 

  • Open to new ways of thinking and doing things 

  • Passionate about all things digital