ICUC · 5 hours ago

Vice President, Data and Audience Strategy

Buffalo-Niagara Area

Full-time

Remote

Director/Executive

$163K/yr - $263K/yr

10+ years exp

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Responsibilities

Leverage Dentsu Merkury Platform: Utilize the Merkury platform’s identity resolution, audience insights, and data-driven capabilities to build scalable, privacy-safe audience strategies that fuel precision marketing and personalized customer experiences.

Develop first-party data acquisition strategies, collaborating with client and agency stakeholders to assess available data and formulate a comprehensive data strategy, incorporating insights from Merkury as well as ecosystem digital and data platforms.

Lead the creation of audience strategies aimed at driving client growth through retention, acquisition, and identifying new market opportunities, using Merkury to enhance audience segmentation and activation.

Generate audience insights, including market and audience sizing, segmentation, and personas, to support growth-oriented strategies while leveraging Merkury’s data-driven insights to sharpen targeting and engagement.

Monitor and analyze performance data from campaigns, offering actionable insights and recommendations for optimizing audience targeting and activation efforts with a focus on Merkury-powered identity resolution and tracking.

Drive the formulation of hypotheses and use cases to future-proof client strategies, particularly in response to shifts like the deprecation of third-party cookies, leveraging Merkury’s identity-first approach.

Identify and evaluate the most relevant data sources (behavioral, psychographic, transactional, and location data) and data-driven solutions, recommending technology partners such as identity platforms, CDPs, CRM systems—ensuring alignment with Merkury’s capabilities.

Pinpoint data gaps and requirements to elevate the client’s audience strategies and enhance deliverables by leveraging Merkury’s data and insights.

Keep clients informed about industry trends and regulatory changes that may affect audience strategy and targeting, particularly in the context of evolving data privacy landscapes and how Merkury addresses these challenges.

Collaborate with internal teams—media, creative, activation, and analytics—to ensure audience strategies are tightly aligned with campaign objectives, with Merkury serving as a central tool for driving unified customer experiences.

Leverage Dentsu’s data capabilities, including the Merkury platform, and industry partnerships to uncover new opportunities for client growth, pilot testing, and innovation.

Qualification

Find out how your skills align with this job's requirements. If anything seems off, you can easily click on the tags to select or unselect skills to reflect your actual expertise.

Merkury platformAudience strategyData acquisitionAudience insightsData analyticsIdentity solutionsAudience segmentationDigital data technologiesCDPCRMMarket insights

Required

Bachelor’s degree in Marketing, Advertising, Economics, Computer Science, Information Systems, Business Analytics, or a related field; or equivalent professional experience.

10+ years of experience in audience and data strategy, particularly in marketing or media.

Expertise in using identity and data platforms to drive measurable campaign success and personalized customer experiences.

Rich understanding of audience tools and datasets ranging from panel based to large industry data assets including but not limited to Nielsen, GWI, YouGov, MRI, Merkury, Experian, ComScore, Mastercard, D&B etc.

Deep understanding of digital data technologies, including first-party and third-party data, data lakes, clean rooms, CDP, CRM, and identity solutions.

Proven experience in using advanced audience analytics, segmentation, and targeting to drive measurable campaign performance.

Strong analytical, problem-solving, and critical-thinking abilities, with a strategic mindset.

Excellent written and verbal communication skills, with the ability to influence and collaborate across teams.

Ability to thrive in a fast-paced, deadline-driven environment with a proactive and growth-oriented approach.

High accountability, ownership, and a collaborative mindset focused on partnership and innovation.