Digital Audience Strategist

CUNA Mutual Group

CUNA Mutual Group’s insurance, retirement and investment products provide financial security and protection to credit unions and their members worldwide. As a dynamic and growing company, we strive to create a culture of performance, high standards and defined values. In return for your skills and contributions, we offer highly competitive compensation and benefit packages, significant professional growth, and the opportunity to win and be rewarded.

Position Details

Digital Audience Strategist
Southwest Wisconsin
Madison, WI

Job Purpose:

The Digital Audience Strategist partners with campaign owners, channel owners, media agencies, data scientists, and IT to develop new audiences and deliver them to the activation platforms that support the targeting and personalization of all channels, including, paid media, and email. This role will leverage new technologies to help make CUNA Mutual Group’s marketing efforts more data and analytics driven. In addition, this individual ensures that quality performance data is captured, and tools are developed to support digital performance reporting and audience insights mining.

The Digital Audience Strategist is responsible for the operation of the company’s Data Management Platform (DMP) in support of Marketing’s business objectives. S/he ensures the data collected into the Data Management Platform supports the segmentation needs of marketers and agencies across all digital channels. The Digital Data Platform Analyst leads development of new audience traits and segments, performing testing, and deploying segments to agency media buying platforms, the personalization platform, and other programmatic activation platforms.

Location: Madison, WI or Chicago, IL areas.

Job Responsibilities:

  • Creates traits and segments in the Data Management Platform and Salesforce Stack to support new campaign requests 
  • Monitors segment sizes for all segments actively part of a digital campaign and monitors match rates with activation/media buying platforms, ensuring that high quality segment data is continually delivered throughout the campaign 
  • Works with software vendors, IT, and channel owners to deploy DMP tags and code updates to CUNA Mutual Group properties, and works with media agencies to ensure DMP tags are deployed on creative for all media campaigns 
  • Works with channel partners to deploy and test segments developed in the Data Management Platform to channel activation platforms (e.g. personalization engine, marketing automation, etc.) 
  • Supports business users in the usage of campaign and audience data through formal trainings and ongoing day-to-day support

Job Requirements:

  • Bachelor's Degree in Computer Science, Mathematics, Analytics or related field 
  • 3-5 years with audience/media targeting experience preferred 
  • 5+ years data analysis function preferred 
  • Experience running a Data Management Platform such as Adobe Audience Manager, BlueKai, or Krux for another advertiser or for a media ability to analyze cookie-level data using querying languages (SQL) and visualization tools (Tableau, Power BI, etc.) to unearth new audience insights and troubleshoot any issues that may arise in data collection or segment delivery 
  • Strong technical knowledge around digital advertising delivery, the platforms involved, and media tagging 
  • Ability to translate campaign owner requirements into technical specifications 
  • Ability to identify and troubleshoot tag-based data collection issues on owned and paid channels 
  • Strong organization and project management skills 
  • Experience with data visualization tools such as Microsoft Power BI or Tableau preferred

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