Manager - Audience Insights & Segmentation (Athleta)

About the RoleThe Manager of Audience Insights & Segmentation is responsible for developing data-driven strategies for identifying actionable audience insights and segmentation approaches for the Athleta brand. Sitting within the Marketing Intelligence organization and reporting to the Director of Audience Insights & Segmentation, you will serve as an embedded resource within the Athleta brand organization tasked with leveraging first and third-party data sets to derive key insights and refine target audience segments for the brand’s campaign/seasonal and evergreen marketing activities. As a brand-aligned resource, you will also ensure alignment to Athleta’s growth targets and objectives and surface recommendations for potential new audience segments. In this role, you will work closely with Gap Inc.’s Media Agency, and the Audience Data Strategy and Digital and Tech teams to ensure audience data connectivity and consistency.What You'll Do

• Develop key audience segments for Athleta from brand directives, leveraging data-driven insights and a holistic understanding of each audience’s intent 

• Generate audience insights from first and third party data sets and deploy insights and learnings to refine audience segments

• Leverage the Customer Data Platform (CDP) to manage the development of first party data segments and mine for relevant insights

• Surface recommendations for net-new and lapsed customer segments aligned to Athleta growth targets and priorities 

• Provide strategic and tactical support building audiences for all Athleta media campaigns, ensuring relevant insights are leveraged and target audiences are reached 

• Architect target audience segments for evergreen, always-on marketing activities in support of Athleta sales goals and business objectives 

• Evaluate performance of targeting tactics across specific marketing channels for targeted audience segments and develop plans to continuously optimize, understanding the nuances of top media platforms and target segments

• Collaborate with direct marketing teams and media channel leads to refine target audience segments for owned and paid marketing channels

• Partner with Media Agency partners and Digital and Tech to enable necessary data sharing and collaborative development of strategy built upon key insights across teams with a sophisticated approach to integration of owned data and Agency data

Who You Are

• Established marketing experience including audience insights and segmentation work

• Experience building audience segments in a CDP

• Strong understanding of methodology, data, and systems best leveraged for research 

• Diverse-minded, curious, creative and solution-oriented

• Demonstrated ability to generate strategic insights from rigorous analysis

• Experience in a highly complex, matrixed organization with a proven track record of working cross-functionally to drive change

• Exceptional communication and interpersonal skills, with the ability to effectively manage up, down, and across

• Entrepreneurial spirit with the ability to work through ambiguity, continuously improve ways of working, and infuse strategic thinking into your work