Senior Manager - Audience Data Strategy

About the Role

The Sr. Manager of Audience Data Strategy is responsible for crafting and deploying the qualitative and quantitative research needed to stimulate decisions around Gap Inc.’s approach to audience management. Sitting within the Marketing Intelligence organization and reporting directly to the Director of Audience Data Strategy, the you will be responsible for creating data-driven, audience-first strategies to drive best-in-class media and marketing execution. This role is a key part of a new approach for Gap Inc. and you will be tasked with integrating previously disparate efforts across the four brands to create a holistic understanding of each brand’s current and target audience. In this role, you will build a data strategy that enables cross-portfolio efficiency and avoids the pitfalls of audience cannibalization. You will collaborate with counterparts across Insights and Segmentation, in addition to working closely with Gap Inc’s brand teams, Media Shared Services organization, and Media agency partners.

This hybrid opportunity can sit in either one of our hub offices: San Francisco or NYC.

What You'll Do

• Iterate and update audience strategies in collaboration with Channel Planning & Activation and Media agency partners to optimize and adjust strategy based on evolving audience dynamics

• Contribute to the process of leveraging first- and third-party data sets to build target audiences that will optimize media effectiveness across Gap Inc.’s brands

• Collaborate with the MadTech product team and Gap Inc.’s data science teams to identify priorities for the roadmap and incorporate net new capabilities (e.g. scoring models and CDP) into the data strategy

• Act as key collaborator and resource for brands during planning process to build compelling audience strategy and provide a holistic view of overall portfolio strategy to ensure cohesion and harmony across brands

• Work with Media Agency partners and Digital and Tech to enable necessary data sharing and collaborative development of strategy built upon key insights across teams with a sophisticated approach to integration of owned data and Agency data

• Provide strategic and tactical support for media campaigns by identifying relevant audiences and ensuring implementation and delivery

• Collaborate across Audience Insights & Segmentation team to bring together holistic strategy across Gap’s portfolio and enable successful campaigns 

Who You Are

• Established experience in audience data strategy

• Experience managing teams, with a proven track record of collaborative leadership, team building, and managing individual contributors

• Experience using data and insights from multiple sources to provide actionable recommendations

• Experience with Data Analysis and Manipulation Tools (Excel, Tableau, SQL, Snowflake, Google Analytics, Adobe Analytics)

• Experience with Audience segmentation and activation tools (DMP, CDP, Data Onboarders)

• Understanding of Customer Data Strategy concepts (1st/2nd/3rd party data, Data Privacy and Suppression, Segmentation) and latest regulatory developments (GDPR, CCPA, etc.)

• Experience with audience insights tools, such as Google Insights Finder, Resonate, etc.

• Experience in a highly complex, matrixed organizations with a proven track record of working cross-functionally to drive change

• Exceptional communication and interpersonal skills, with the ability to collaborate and drive consensus across multiple teams and functions