Senior Manager, Audience Management

Please Note: We are unable to provide visa sponsorship for this role.

The Audience Manager (Senior Manager), reporting to the Audience Management Team Lead, is responsible for developing, managing, and governing audiences and segmentation aligned to defined channel marketing and journey objectives. This role partners closely with Marketing, Data, and MarTech teams to translate business goals into scalable, high-quality audiences and to advance the organization’s customer data platform strategy. 

Key responsibilities include understanding business objectives, applying best practices and prior learnings, designing and documenting audience solutions, sizing target populations, enforcing rigorous quality controls, and ensuring timely delivery. The Audience Manager builds audiences for individual campaigns while also identifying opportunities to create and reuse scalable segments based on a deep understanding of customers and prospects. This role requires experience in and will conduct hands-on work with Customer Data Platforms (CDPs).  

The Audience Manager (Sr. Manager) will be focused on: 

• Audience Strategy & Design: Architect and implement complex campaign logic across Customer Data Platforms, integrating Snowflake data models to enable marketers to deliver relevant and timely experiences for prospects and customers  

• Audience Execution & Management: Build single use and scalable, reusable audiences; ensure flawless execution by instituting robust QC checks 

• Campaign Migration: Define strategy and roadmap to migrate off legacy platforms and execute day to day activities to complete migration; Serve as a technical liaison across data, platform, and audience teams, leveraging deep understanding of data architecture, platform capabilities, and campaign orchestration to design robust audience management solutions for both customer and prospect journeys. 

• Customer Data Platform Enablement - Drive innovation and capabilities for the new Customer Data Platform and champion its adoption. 

• Data Management: Actively contribute to CDP data onboarding, writing and optimizing SQL queries to validate sources, define new attributes and navigate data governance approval lifecycle; ensuring high quality data is available for campaign execution 

Expertise and Skills: 

• BA/BS degree is required, an MBA is desired 

• Experience: 10 plus years of experience in one or more of the following areas: campaign management, database marketing or customer data platform implementation.  

• Experience working with data & analytics teams and technology teams to launch innovative marketing for a large and/or regulated company 

• Prior hands-on experience with implementing and adopting a new Customer Data Platform (Segment or similar platform)  

• Expert level knowledge of customer segmentation, data mapping and database architecture  

• Experience working with new data platforms and/or campaign management tools to identify gaps, propose potential solutions, establish documentation and processes to support scale and adoption  

• Advanced SQL skills and deep experience working with structured databases 

• Ability to integrate and connect multiple data sources effectively 

• Working knowledge of big data and cloud technologies (e.g., Snowflake, AWS) 

• Knowledge and expertise to partner with Marketing stakeholders to design and execute targeted marketing campaigns 

• Experience working with data through database migrations  

• Experience in owned channel marketing, audience management, metadata management and the major marketing platforms (Salesforce, Adobe, Google, etc.) 

• Experience with modern data platforms and campaign tools; ability to identify gaps, recommend solutions, and establish scalable processes 

• Strong collaboration skills and ability to influence cross-functional partners 

• Process-oriented mindset with a focus on automation, efficiency, and error reduction 

• Strong program management, prioritization, and attention to detail 

• Ability to clearly communicate technical concepts to non-technical stakeholders 

• Comfortable working in fast-paced, highly matrixed environments with frequent change 

• Experience writing user and technical requirements to support platform implementation a plus. 

Key Accountabilities: 

• Partner with business stakeholders to define audience requirements and shape data-driven strategies informed by prior learnings 

• Create and manage reusable audiences in Segment for campaign execution and journey decisioning 

• Manage audiences across their lifecycle, including access, updates, and retirement 

• Develop prospect and customer segmentation and campaign setups while ensuring strict quality control 

• Document best practices for audience development, reusable segments, and metadata management 

• Execute day-to-day audience management activities across platforms 

• Represent Audience Management in data, platform and end-to-end process design where required 

• Champion best practice adoption during migration to our new Customer Data Platform 

• Stay current on marketing technology trends, measurement, and analytics 

The Team 

This role will be part of a Marketing Channels Team that together leads strategy, performance and personalization of all Marketing Channels. The Marketing Channels Team is one of several teams that make up the Marketing and Social Platforms Team which is led by the firm’s CMO. The Journey Orchestration Team is a newly formed team created to lead the strategic initiative to transform our go to market approach to engage customers through tailored experiences across channels. 

Most roles at Fidelity are Hybrid, requiring associates to work onsite every other week (all business days, M-F) in a Fidelity office. This does not apply to Remote or fully Onsite roles. Some roles may have unique onsite requirements. Please consult with your recruiter for the specific expectations for this position.

Please be advised that Fidelity’s business is governed by the provisions of the Securities Exchange Act of 1934, the Investment Advisers Act of 1940, the Investment Company Act of 1940, ERISA, numerous state laws governing securities, investment and retirement-related financial activities and the rules and regulations of numerous self-regulatory organizations, including FINRA, among others. Those laws and regulations may restrict Fidelity from hiring and/or associating with individuals with certain Criminal Histories.