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About the RoleThe Sr. Manager of Audience Insights & Segmentation is responsible for developing data-driven strategies for identifying actionable audience insights and segmentation approaches for the Old Navy 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 Old Navy 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 Old Navy’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
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Develop key audience segments for Old Navy from brand directives, leveraging data-driven insights and a holistic understanding of each audience’s intent
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Generate audience insights from first and third party data sets and deploy insights and learnings to refine audience segments
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Leverage the Customer Data Platform (CDP) to manage the development of first party data segments and mine for relevant insights
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Surface recommendations for net-new and lapsed customer segments aligned to Old Navy growth targets and priorities
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Provide strategic and tactical support building audiences for all Old Navy media campaigns, ensuring relevant insights are leveraged and target audiences are reached
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Architect target audience segments for evergreen, always-on marketing activities in support of Old Navy sales goals and business objectives
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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
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Collaborate with direct marketing teams and media channel leads to refine target audience segments for owned and paid marketing channels
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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
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Strongly established marketing experience in the audience insights and segmentation domain
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Experience building audience segments in a CDP
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Strong understanding of methodology, data, and systems best leveraged for research
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Diverse-minded, curious, creative and solution-oriented
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Demonstrated ability to generate strategic insights from rigorous analysis
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Experience in a highly complex, matrixed organization with a proven track record of working cross-functionally to drive change
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Exceptional communication and interpersonal skills, with the ability to effectively manage up, down, and across
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Entrepreneurial spirit with the ability to work through ambiguity, continuously improve ways of working, and infuse strategic thinking into your work
What We Do
In 1969, Don and Doris Fisher opened the first Gap store on Ocean Avenue in San Francisco. They wanted to make it easier to find a great pair of jeans, and they did. Their denim and records store was a hit, and it grew to become one of the world’s most iconic brands.
Today we’re represented in more than 1400 stores in over 40 countries, and online. We have headquarters in New York, London, Shanghai, Tokyo, and, of course, San Francisco.
Our unique aesthetic is optimistic cool, elevated American style. Our clothes are crafted with care, with focused attention to thoughtful design. We believe in staying true to our heritage while creating what’s next.
Don and Doris Fisher always wanted to “do more than sell clothes.” They wanted to support the people who ran their company, to be active in their communities, and to have a positive impact on the world. Their vision helped transform retail, and we’re still following their lead.
We stand for freedom and possibility for all; we champion diverse ideas that transcend generations, geographies and genders.
