Job Description

Location: Toronto, Ontario, Canada
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Agency: Mediabrands Capability Center - Canada
Ref#: 23330
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Type of Contract: Regular

Position Summary

The Manager of Audience Strategy reports to the Director, Audience Analytics and is responsible for the hands-on execution and tactical optimization of audience strategies that drive measurable client growth. This role balances emerging client relationship skills with deep technical execution capabilities, directly managing the day-to-day operations of audience development from first-party data analysis through segment creation, activation, and performance measurement.



As a key member of the Audience Analytics team, you will execute audience strategy initiatives for agency clients, building audience segments, managing platform integrations, and delivering performance insights. You will support senior leaders in client engagements while maintaining direct ownership of technical implementation, data quality, and activation workflows. This role provides an opportunity to develop strategic advisory skills while remaining deeply embedded in the technical work.



This position requires strong technical execution capabilities paired with developing strategic thinking. You will work closely with advanced analytics teams, media planners, and client marketing organizations, serving as both a hands-on practitioner who builds segments and optimizes campaigns, and an emerging strategist who can translate data insights into targeting recommendations.

Key Responsibilities

Audience Development & Execution

Build, validate, and syndicate audience segments using first-party, second-party, and third-party data sources across client accounts Write SQL queries to extract, transform, and analyze customer data for segmentation purposes Execute audience modeling projects including clustering, lookalike modeling, propensity scoring, and behavioral segmentation in partnership with Advanced Analytics team Manage audience infrastructure including segment uploads, match rate optimization, and troubleshooting activation issues across DSPs, social platforms, and other endpoints Conduct hands-on QA of audience segments, validate segment sizes, and resolve technical activation problems Maintain documentation of audience build processes, segment definitions, and activation requirement

Client Support & Strategy Execution

Support audience strategy engagements led by senior team members, conducting first-party data assessments and audience maturity evaluations Execute strategic recommendations by building required segments, setting up activation workflows, and coordinating with media teams Participate in client meetings to present technical findings, segment performance results, and optimization recommendations Develop tactical audience plans based on campaign objectives and available data assets Build client-facing deliverables including segment specifications, activation guides, and performance reports

Measurement & Insights

Build and maintain performance dashboards that track audience effectiveness across tactics and channels using tools like Tableau, Power BI, or Datorama Analyze campaign results to identify segment performance patterns, optimization opportunities, and actionable insights Create regular performance reports that demonstrate audience impact on KPIs Conduct deep-dive analyses on specific campaigns or segments to extract learnings and build best practices Execute test-and-learn experiments to validate segment hypotheses and refine targeting approaches

Platform & Data Management

Serve as hands-on expert for DMPs, CDPs, DSPs, and audience activation platforms Evaluate third-party data providers by conducting quality assessments, match rate tests, and performance comparisons Manage day-to-day relationships with data vendors and platform technical support teams Coordinate audience onboarding workflows with external partners, ensuring proper data formatting and successful integration Maintain awareness of new platform features and data sources that could benefit client strategies

Cross-Functional Collaboration

Work closely with media activation teams to ensure proper audience setup and campaign targeting Partner with Advanced Analytics team to scope modeling projects and translate outputs into actionable segments Coordinate with planning teams across UM, Initiative, and Mediabrands to integrate audience strategies into media plans Provide technical guidance to junior team members and media planners on audience capabilities and data requirements Support operations teams with project scoping, timeline estimation, and resource planning

Team Development

Mentor junior analysts and coordinate with team members on project execution Manage 2-3 direct reports, providing day-to-day guidance and performance feedback Contribute to internal training materials and knowledge sharing sessions Support recruitment efforts by participating in interviews and candidate evaluations

Continuous Learning & Innovation

Stay current on audience strategy best practices, emerging technologies, and privacy developments Pilot new tools, techniques, and data sources to expand team capabilities Document learnings and contribute to internal process improvements Explore applications of AI/ML for audience development under senior guidance

Desired Skills & Experience

Required Experience

4-7 years of experience in audience strategy, data strategy, programmatic media, or marketing analytics within agency, brand, or martech environments 1-3 years of people management experience (or strong potential for first-time management) Demonstrated ability to independently execute complex audience projects from data analysis through activation Direct hands-on experience building audience segments and managing campaign activation across multiple platforms Proven ability to communicate technical concepts clearly to non-technical stakeholders

Technical Expertise

Strong SQL skills with ability to write complex queries for data extraction, transformation, and segmentation Hands-on experience with data visualization tools (Tableau, Power BI, Domo, Datorama) Working knowledge of statistical analysis and modeling techniques (clustering, regression, propensity models) Deep familiarity with programmatic buying, DSPs, DMPs, CDPs, and ad serving technologies Experience with analytics platforms (Google Analytics, Adobe Analytics) and measurement methodologies Practical experience working with platform APIs (Facebook, Google, trade desks) Exposure to Python or R is an asset Experience with data clean rooms and privacy-enhancing technologies is a plus

Industry Knowledge

Understanding of the Canadian data partner ecosystem Knowledge of privacy regulations (PIPEDA, CASL) and their implications for audience strategy Awareness of cookieless targeting approaches and emerging identity solutions Basic understanding of media marketplace dynamics and trading mechanics

Core Competencies

Execution excellence: Strong bias toward action with attention to detail and quality Technical problem-solving: Ability to troubleshoot complex data and activation issues independently Communication: Clear written and verbal communication skills, comfortable presenting to clients Project management: Ability to manage multiple concurrent projects with competing priorities Analytical thinking: Strong data analysis skills with ability to extract insights from campaign performance Collaboration: Works effectively across teams and builds productive relationships Adaptability: Comfortable with ambiguity and changing priorities in a fast-paced environment Client orientation: Understanding of client needs and commitment to delivering quality work Developing strategic thinking: Growing ability to connect tactical execution to business objectives

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

KINESSO is the technology-driven performance marketing agency that sits at the very heart of IPG Mediabrands, providing actionable growth for both our agency partners and clients. We turn 'action' into 'outcome' for our clients, leveraging our unique capabilities in optimization, analytics, AI, and experimentation. KINESSO has brought together the collective power of what was formerly Matterkind, Reprise, and Kinesso under one collective entity that will serve as the most powerful delivery engine in the industry. We have extensive offerings spanning across performance marketing and data and technology. Fueled by a deep understanding of consumer behavior, we offer an end-to-end engine of planning and optimization while also delivering on data-driven strategy for social platforms, actionable growth in e-commerce, and creating curated marketplaces specific to each client's function and needs. The company has more than 6,000 employees operating in more than 60 countries. Learn more at www.KINESSO.com

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.

KINESSO 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 canadatalent@mbww.com