Manager, Audience & Addressable Media Solutions
Manager, Audience & Addressable Media Solutions
CompanyThe Coca-Cola Company
Job locationAtlanta, USA
Region of responsibilityGlobal
DescriptionThe Coca-Cola Company is building a networked global organization across more than 200 countries, combining the power of scale and deep local knowledge to win everywhere. A critical component of this networked organization is the creation of a new Platform Services unit to act as the new backbone of our operating structure by providing a network of globally scaled services.
Marketing & PACS Platform Services is one of the critical service hubs. This role is on the Media Planning and Operations Services group, which will own the implementation and operationalization of the Company’s global media chassis that will enable a progressive central media management discipline, manage existing global ad technology partnerships (DMP, Ad Server, Demand Side Platforms, 3rd Party Verification, etc.) and identifying new solutions specific to Operating Units’ business needs.
The Media Planning and Operations Services group comprises of three teams. This role is on the Audience Solutions and Addressable Media team that’s responsible for creating a center of excellence in audience planning. This includes operationalizing this capability and accelerating the overall organization’s literacy in audience development using 1st, 2nd, and 3rd party datasets.
The Manager, Audience Solutions & Addressable Media will play a critical role in transforming The Company’s media capabilities to be audience-first oriented. S/he will support the creation and expansion of best practices in applying a data driven to approach audience development, data management, mining, and measurement. They will work with Central Marketing teams to translate marketing strategy into addressable audience solutions that enable Operating Units to identify highest value consumers so they can deliver relevant messages to those people.
This Manager, Audience Solutions & Addressable Media is a passionate advocate for the application of consumer data to media planning and buying process as a means to delivering more relevant and personalized consumer engagements. They will understand the data marketplace challenges and opportunities to harness data relationships with media partners, platforms, and third-party vendors to improve the effectiveness of media investments.
What You Will Do:
Translate Central Marketing strategies into addressable audience solutions, create audience segments that align with business and campaign goals. Build tracking and measurement strategies to ensure proper evaluation of segment performance. Share insights and develop recommendations for optimizing and scaling of segments.
Own and manage the deployment, administration, and application of audience centric planning and buying tools (DMP, CDMP, DSP); develop audience segments, manage segment naming & taxonomy standards, and support Operating Units with the activation of audiences in addressable media.
Provide input and direction on end-to-end audience capture efforts on TCCC digital media assets (websites, apps, etc.). This will include working with ad-ops and analytics teams to ensure proper tag implementation on TCCC digital assets pre campaign launches, building audience segments based on engagement signals, monitoring volume of audience captured, communicating with Central Marketing and Operating Units teams on how to activate data for media execution.
Act as the SME for all current and emerging addressable media formats; provide thought leadership on evolving industry challenges as it relates to unified ID, ITP, cookie deprecation, privacy legislation & regulation, etc. Author points-of-view and vision for new solutions and methods to adopt in response to these industry changes.
Qualifications & Requirements:
Digital Media & Consumer Data Fluency: Technical knowledge of the programmatic media supply chain, specifically the buy-side of the data, ad-tech and mar-tech ecosystems. Experience using data management platforms to create audience segments. Experience applying various forms of data to target audiences across media formats (i.e., geo-location, identity, behavioral, demo, contextual). Knowledge of the various pre-built segments and data available in different platforms/vendors to create audience segments.
Leader of Self: high level of self-awareness, constantly curious and independently motivated to identify opportunities and solve problems before they surface.
Global/Cultural Knowledge: Knowledge of cultural and industry nuances in different regions or countries that might impact or limit the effectiveness of media strategies
Independent Point of View: Knowledge of the external environment in which the Company's business is conducted. Includes ability to offer a broad perspective that extends beyond a particular functional discipline and draw upon knowledge that comes from frequent interaction with different departments, employees and sources and constituencies outside of the Company.
Network/Resources: Ability to develop diverse network/resources to leverage "best in class" knowledge, approaches and processes.
Communication: Ability to simplify and persuasively communicate highly technical concepts to non-experts and cross-functional business stakeholders.
Highly Collaborative: ability to work across variety of internal functions and external partners including but not limited to procurement, marketing IT, analytics, and legal.
Related Work Experience: Minimum of 5-7 years of work experience. The required focus is on the relevance of the recent work they've done as it pertains to this role. Needs to have experience working across teams and geographies in a complex, global environment leading or leveraging teams of internal and external resources. Experience in a global role preferred. Ideally needs to have worked in roles that have developed both strategic and operations capability.
Education Requirements: Bachelor's Degree required; Relevant industry credentials or certifications (i.e., IAB Programmatic Media Certification; GMP/DV360 Certification; Facebook Blueprint Certification; TTD Edge Academy, etc.)
Our Purpose and Growth Culture:
We are taking deliberate action to nurture an inclusive culture that is grounded in our company purpose, to refresh the world and make a difference. We act with a growth mindset, take an expansive approach to what’s possible and believe in continuous learning to improve our business and ourselves. We focus on four key behaviors – curious, empowered, inclusive and agile – and value how we work as much as what we achieve. We believe that our culture is one of the reasons our company continues to thrive after 130+ years. Visit Our Purpose and Vision to learn more about these behaviors and how you can bring them to life in your next role at Coca-Cola.
We are an Equal Opportunity Employer and do not discriminate against any employee or applicant for employment because of race, color, sex, age, national origin, religion, sexual orientation, gender identity and/or expression, status as a veteran, and basis of disability or any other federal, state or local protected class. When we collect your personal information as part of a job application or offer of employment, we do so in accordance with industry standards and best practices and in compliance with applicable privacy laws.