Director - Audience Data Strategy

About the Role

The Director 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 Senior Director of Audience Intelligence, the you will be responsible for supporting all four of Gap Inc.’s brands by 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. You will serve as the internal subject matter expert on Gap Inc.’s audience strategy, and drive impact across a highly matrixed organization
leveraging strong business and communication aptitude.

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

What You'll Do

• Develop and socialize the playbook around the full portfolio of Gap brands’ audiences and serve a strategic partner to the

• Media Shared Services and Brand teams during planning and activation processes

• 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

• Lead 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

• Serve as Gap Inc.’s internal expert on crafting audience strategy and supporting the Sr. Director of Audience Intelligence in effectively communicating trends and recommendations to the Media Shared Services organization, Marketing Intelligence function, and individual brand teams

• Partner 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

• Design operating model for Gap Inc.’s approach to data collaboration including ‘clean rooms’ to conduct advanced analyses with agency partners’, media platforms (e.g. Meta and Google), and other data partners

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

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

Who You Are

• Established marketing leadership experience in the area of audience data strategy

• Proven team management experience, with a strong 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

• Change agent and motivator, with the ability to build bottoms-up teams and approaches, and foster positive culture change at Gap

• Entrepreneurial spirit with the ability to work through ambiguity, transform enterprise-wide ways of working, and infuse strategic thinking across levels