Develop and maintain standardized 1P audience segmentation frameworks
Define audience taxonomy, naming conventions, and usage guidelines
Ensure alignment of audience strategy across Media, CVM, CRM, and Business teams
Review and approve audience readiness prior to campaign activation
Translate business objectives into target audience strategies
Define audience hypotheses, expected uplift, and success metrics
Partner with Media Planning and Business teams during campaign planning
Ensure first-party audiences are prioritized before third-party targeting
Activate audiences across paid media, owned channels, CRM, app, web, and partner platforms
Design paidowned audience extension strategies
Ensure consistent audience execution across platforms
Monitor activation quality and scalability
Design and manage structured A/B testing and growth experiments
Test audiences, channels, timing, creative, and copy
Identify winning audience strategies and optimization opportunities
Share learning and best practices across teams
Design control vs exposed frameworks for audience measurement
Measure uplift across CTR, conversion, revenue, and ARPU
Validate attribution logic with Analytics and Finance
Track performance
Translate complex data into clear, concise, executive-ready insights
Provide actionable recommendations linked to measurable business impact
Act as a strategic thought partner to VP Media and Business Heads
Support change management and adoption of new audience strategies
Qualification
Bachelor's degree in any major, preferably Management/ Business, Mathematics, Engineering, Statistics, Data Science, Information Systems, or other related fields.
5 years experience in Data Analyst, Marketing Technology Operation, Audience segmentation, Data-driven marketing, CRM / Martech / Performance marketing, Growth experimentation or analytics
Experience working with large-scale first-party data and cross-functional business teams is highly preferred.
SQL / BigQuery / MySQL for audience segmentation and analysis
Marketing Technology (CRM, CDP, automation tools)
Campaign measurement, uplift analysis, and attribution
Experience in Telco, Fintech, or Digital Business
Exposure to control vs exposed testing frameworks
Experience working with media agencies or performance platforms
