The Senior Manager, Audience Planning is the audience subject matter expert for global CRM buying group. This role bridges global strategy and regional execution by defining who is the buying group audience and why they buy, then translating those insights into precise, actionable plans that drive campaigns across markets.
As the primary audience partner to campaign and integrated marketing leaders, this role establishes the strategic foundation that informs all downstream marketing activity. They work closely with Activation & Experience teams (media, email, experience, discovery) to ensure audience strategies are accurately executed in campaigns, while coordinating with regional audience planning partners to adapt plans for local markets.
What You'll Deliver
- Buying Group Intelligence: Signals, intent data, and engagement metrics that power targeting and personalization
- Research Aggregation & Testing: Synthesis of research to validate assumptions and refine audience understanding
- Ideal Customer and Persona Profiles: Complete profiles with pain points, motivations, firmographics, technographics, behavioral patterns, and psychographic attributes
- Holistic Channel Strategy by Buying Group: Integrated recommendations across paid, earned, and owned channels tailored to buyer preferences and behaviors
- Addressable Audience Framework: Precise segment definitions with data logic for targeting, adapted for regional compliance
- Connection Strategy Blueprint: Channel sequence, budget guidance, and journey orchestration mapped to buyer stages
- Targeting & Segmentation Briefs: Actionable briefs with data requirements and business logic for segment creation
- Input into Creative & Messaging Briefs: Specific insights on pain points and motivations to inform creative development
- Competitive Landscape Analysis: How competitors target your buyer group, with messaging gaps and differentiation opportunities
- Regional Performance Insights: Data-driven feedback that informs global strategy refinements
What You'll Do
Own the Buyer Group Audience Strategy
- Serve as the go-to expert for your buyer group within the Integrated Marketing planning process
- Build and maintain addressable audience segments, augmenting them with proprietary data for precise targeting
- Design end-to-end customer journeys and connection strategies that define channel mix, sequence, and messaging for each buying stage
Generate & Synthesize Insights
- Triangulate insights from CRM, intent data, product usage, analytics, and qualitative research to understand persona pain points, motivations, media habits, and journey signals
- Direct qualitative research to uncover local and regional nuances in buying behavior
- Translate insights from the central Audience Insights team into actionable strategies for your buyer group
Enable Campaign Execution
- Partner with Integrated Program Directors, Activation & Experience teams, and creative to ensure audience strategies translate into effective campaigns
- Provide data requirements and segment logic to Data & Analytics teams for audience activation
- Deliver persona insights that inform all messaging and creative development
Bridge Global & Regional
- Coordinate with regional campaign partners to adapt strategies for local markets while maintaining global consistency
- Ensure regional strategies reflect local market behaviors, media consumption patterns, cultural nuances, and compliance requirements
- Feed regional performance data and localization insights back to inform global strategy
- Build trust with regional sales and marketing leadership through clear communication and actionable insights