Beauty Co-Lab (BCL) is a bespoke Omnicom Media Group unit for L’Oréal USA delivering an industry-leading agency solution that drives business growth and transformation.
With deep expertise in data and technology, we deliver audience first, full-funnel and omni-channel strategies to deliver against L'Oréal's mission: Create the Beauty that moves the world.
For over a century, L’Oréal has devoted its energy, innovation, and scientific excellence solely to one vocation: Creating Beauty with a main goal of offering each and every person around the world the best of beauty in terms of quality, efficacy, safety, sincerity and responsibility to satisfy all beauty needs and desires in their infinite diversity.
At Beauty Co-Lab, our mission is to co-create what's next and our team of beauty champions and media challengers possess modern media, commerce, and analytics skillsets to keep pace with the rapidly changing ecosystem and reflect the wonderful diversity of the consumers and communities we serve. We are passionate about beauty, media, data, and technology.
Associate Director, Audience Analytics
As a leading global media network, Omnicom Media Group (OMG) sets itself apart with an agile, client-first approach that helps businesses thrive today and into the future. With more than 21,000 employees globally, OMG has the talent, expertise and clout to deliver unprecedented levels of innovation for our clients. The group is comprised of some of the world's most awarded agencies. From leadership to entry-level talent, we are a diverse mix of ages, genders, ethnicities, skill sets and backgrounds. This role will be on a highly visible team, fully dedicated to the success of our client, L’Oréal.
For more than a century, L’Oréal has devoted its energy, innovation, and scientific excellence solely to one business: Beauty. Their goal is to offer each and every person around the world the best of beauty in terms of quality, efficacy, safety, sincerity and responsibility to satisfy all beauty needs and desires in their infinite diversity.
The Manager of Audience Analytics will be instrumental in the implementation of audience strategy. This includes executing growth mapping for media planning, data strategy, audience insights creation and audience definition.
Responsibilities:
· Collaborate with Strategy/Comms Planning and Planning on mapping growth audiences and ensure that they can be translated into actionable and addressable audiences,
· Deliver audience insights, market and audience sizing, and overlap analysis to support growth strategies
· Create audience insights: market, and audience sizing, behavioral insights on personas, to refine the audience segmentation. Utilize audience data sources to identify and inform sources of business growth, audience behaviors, and media habits and consumption
· Participate in building the test & learn agenda in partnership with Planning, Investments and activation and Measurement teams
· Identify and evaluate most relevant data sources within Omnicom’s proprietary data platform and/or clients’ data environment (survey, behavioral, purchase, location, etc…)
· Identify data gaps and suggest improvements to data strategies
· Update clients about industry trends that impact audience strategies (publisher data platforms, cookie deprecation, etc)
· Champion audience-first solutions
· Deliver an audience strategy through collaboration with cross-functional team
· Identify opportunities and drive the use of advanced audience approaches and/or application of client segmentation into media planning and activation
· Create audience activation strategy to support brand objectives, in collaboration with Investment and Activation, and push audiences into platforms for activation
· Leverage L’Oréal USA data platform (Neustar) to support audience creation and insights
· Define specifications for custom audience builds to be created by Data Science in partnership with Audience Analytics and in-house teams
· Update clients about industry trends/changes impacting audience strategies
· Audience architecture
o Define data criteria to guide audience-based planning
o Utilize audience data sources to identify and inform on audience behavior and sources of business growth, media habits and consumption with particular emphasis on multicultural growth target
o Provide audience insights and behaviors
· Audience creation
o Create audience segments using data science techniques in partnership with Audience Analytics and in-house team
o Build data-driven view of consumer purchase journey
o Assess key areas of audience strength and weakness; prioritize key phases of communications experience where audience growth and behavior changes and media pressure are required
Qualifications:
· Industry Knowledge in marketing analytics and data (1st and 3rd party data solutions, data platforms, aggregated and user level data)
· Expertise in audience-based marketing and data-driven advertising
· Solutions oriented: analytic skills, critical thinking and problem-solving skills to drive issues to resolution.
· Proven leadership ability and strong, impactful client relationship experience
· Stellar communication and presentation skills
· Great collaboration skills
· Comfortable working in ambiguous situations
· Passionate about driving change by adopting emerging technologies in the advertising space
· 6+ years of audience/data strategy experience in advertising, marketing or digital consulting
· Knowledge of agency-side media campaign planning and activation
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This is the pay range the Company believes it will pay for this position at the time of this posting. Consistent with applicable law, compensation will be determined based on relevant experience, other job-related qualifications/skills, and geographic location (to account for comparative cost of living). The Company reserves the right to modify this pay range at any time. For this role, benefits include: health insurance, vision insurance, dental insurance, 401(k), Healthcare Flexible Spending Account, Dependent Care Flexible Spending Account, vacation days, sick days, personal days, paid parental leave, paid medical leave, and STD/LTD insurance benefits.
This role is hybrid, requiring three (3) days per week in the office. The remaining two (2) days may be worked remotely. Specific in-office days will be discussed during the interview process, with flexibility to align with team needs. Please note that the number or required in-office days may be adjusted over time, potentially increasing the number of required in-office days based on business needs.
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What We Do
Omnicom Media Group (OMG), the media services division of Omnicom Group Inc., delivers transformational experiences for consumers, clients, and talent. Powered by the Omni marketing orchestration system, OMG connects best-in-class capabilities that enable our full-service media agencies OMD, PHD, and Hearts & Science to deliver more relevant and actionable consumer experiences, more productive and proactive client experiences, and more collaborative and rewarding talent experiences for the more than 24,000 people serving the world’s leading brands in OMG agencies around the globe.
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