The Audience Data Quality & Readiness Lead sits within the Marketing Activation & Lifecycle Orchestration team. This person will own the standards, controls, and operating cadence that keep audiences usable, compliant, and consistently publishable across our MarTech/AdTech activation stack. Audience segments must maintain applicability across paid and unpaid channels with applicability for ABM and buying group marketing decisioning.
This role ensures audiences stay reliable end to end, including CDP audiences, pixel-based audiences, and segments sourced from off-platform providers. You will partner cross-functionally to translate identity, consent, suppression, event signals, and scoring outputs into activation-ready segments used across owned, earned, and paid channels for ABM and Buying Group Marketing.
Responsibilities
Define and champion the audience connectivity vision for buying group marketing, establishing how individual-level signals (behavioral, intent, firmographic) are assembled into account- and buying-group-level segments, and how those segments are governed, versioned, and activated consistently across the stack.
Maintain an enterprise audience library with standardized naming, metadata, ownership, refresh cadence, and change control, including buying-group aligned segment frameworks.
Build and govern model-based audiences (propensity, intent scoring, lookalike) with documented inputs, monitoring, and publishing workflows in partnership with Measurement.
Operationalize off-platform provider segments (intent, syndicated, onboarding feeds) and pixel-based audiences into governed activation segments with documented inputs and quality validation.
Own identity resolution requirements within activation workflows, ID mapping rules, stitching behaviors, and destination constraints and partner with identity teams to improve addressability and match rates.
Define and enforce activation readiness standards for audience segments across AEP/RT-CDP destinations, including eligibility rules, identity requirements, consent status, suppression, and refresh cadence.
Implement quality controls to catch broken pipelines, schema drift, destination mapping issues, and ID mismatches before they impact activation.
Own and report SLAs for audience freshness, publishing success rate, match rates by endpoint, and incident remediation timelines.
Run operational reviews, drive root-cause remediation, and reduce repeat incidents and manual fixes across CDP, pixel-based, and off-platform segment sources.
Ensure consent and suppression requirements are consistently enforced across all segment sources and activation endpoints; coordinate with Legal/Privacy to maintain audit-ready controls.
Implement AI-based monitoring to detect match-rate drops, segment anomalies, latency issues, and suppression or consent failures, with defined remediation SLAs.