Vice President, Audience Strategy & Insights Job at Publicis Groupe Holdings B.V

Spark Foundry was built during the most transformative time in the history of advertising and marketing. We deliver everything a traditional media agency has to offer and have grown into one of the world’s most successful agencies by helping brands evolve their marketing by leveraging identity, commerce, artificial intelligence, and more to connect with people. Transformation is part of our DNA. Spark Foundry’s start-up spirit delivers high-touch approaches and a never-ending desire to challenge the status quo. Combined with Publicis Media’s powerhouse soul leveraging connected data assets, advanced AI applications, and investment clout, we “Bring HEAT to Brands.” No other agency possesses the expertise that we do to address today’s most pressing challenges to drive business transformation through media.

Overview

Media always starts with an audience. The Vice President, Audience Strategy & Insights is responsible for leading global audience strategy across Mattel’s portfolio of brands and markets, serving as an executive strategic partner on audience definition, segmentation, and identity‑based targeting in support of enterprise growth objectives. This role ensures that audience strategy is embedded across the full marketing lifecycle — from planning and activation through measurement and learning - enabling effective, efficient, and scalable marketing outcomes globally.

Embedded within the broader Data & Analytics organization, the Vice President operates as a senior leader within an integrated global analytics and data community, with close partnership to audience design and marketing technology capabilities. The role partners closely with Analytics & Insights, Brand and Franchise teams, Media Strategy, Activation, Creative, Marketing Technology, and agency partners across global, regional, and local markets. Success in this role is defined by the ability to translate identity and data into durable, actionable audience strategies at enterprise scale, while maintaining clear guardrails between audience design and audience performance measurement.

In partnership with Analytics & Insights leadership, this role translates performance insights into strategic audience implications and forward‑looking recommendations, ensuring learnings are consistently applied to future audience design and growth strategies across brands and markets.

Responsibilities

1. Audience Strategy & Growth Enablement

• Define and own Mattel’s enterprise audience strategy vision aligned to business objectives, growth priorities, and brand strategies.
• Translate enterprise and brand level business questions into audience hypotheses, segmentation frameworks, and growth audience approaches.
• Connect audience strategy to marketing technology, data, and identity capabilities to enable scalable, addressable activation globally.
• Build and govern a durable body of audience knowledge across brands, regions, and markets to inform ongoing and future planning.

1. Audience Informed Planning & Lifecycle Integration

• Partner with Analytics & Insights leadership during planning to ensure audience definitions, identity considerations, and segmentation logic are reflected in measurement and learning agendas.
• Ensure audience strategy informs planning and activation decisions across teams while not owning performance measurement or adjudication.
• Embed audience thinking consistently from briefing through post campaign learning, refinement, and future roadmap development.

1. Identity, Segmentation & Addressability

• Lead enterprise approaches to audience segmentation and growth audience development using first party, second party, and third‑party data.
• Translate identity, privacy, and data connectivity complexity into clear, actionable audience strategies for executive, internal, and external stakeholders.
• Partner with data architecture, marketing technology, and privacy teams to operationalize audience definitions within internal platforms and tools.
• Provide executive guidance on the opportunities and limitations of identity, addressability, and data connectivity globally.

1. Activation Partnership & Enablement

• Partner closely with Media and Activation leadership to ensure audience strategies are executable and aligned with channel and platform capabilities.
• Establish standards and best practices for audience onboarding, deployment, reuse, and governance across brands and markets.
• Identify enterprise or brand specific needs requiring custom audience solutions and coordinate delivery with appropriate internal teams.

1. Audience Learning & Insight Translation

• Interpret analytics and measurement outputs through an audience lens in close partnership with Analytics & Insights teams.
• Translate audience level learnings into strategic recommendations for future audience refinement and growth.
• Ensure audience insights are shared consistently across teams to influence planning, creative development, and long‑term portfolio growth.

1. Audience Implications & Strategic Recommendations

• Partner with Analytics & Insights to review and interpret performance outputs through an audience strategy lens.
• Translate campaign level audience insights into clear implications for future audience definition, segmentation, and targeting.
• Develop recommended audience actions including refinement, expansion, suppression, or sequencing strategies.
• Ensure audience recommendations are clearly communicated to inform executive level decision making and planning.

1. Client / Stakeholder Partnership & Executive Communication

• Serve as a senior and executive audience strategy partner to internal stakeholders and external agency partners.
• Build clear, compelling audience narratives and materials for executive presentations and strategic forums.
• Present audience strategies, implications, and recommendations with confidence, clarity, and influence.

1. Team Leadership & Enablement

• Lead, manage, and mentor a global Audience Strategy & Insights team (Directors, Associate Directors, Managers, and Analysts).
• Define team structure, capabilities, and career development paths aligned with Data & Analytics standards.
• Support onboarding, training, and readiness across the audience function.
• Foster a culture of collaboration, innovation, rigor, and continuous improvement.

Qualifications

• 10+ years of experience in audience strategy, analytics, media, or related disciplines within a media agency, advertising agency, consulting environment, or in‑house brand role.
• Deep understanding of audience segmentation, growth audiences, digital marketing, CRM, and identity‑based targeting.
• Familiarity with audience and research tools such as MRI, GWI, Epsilon, or similar platforms.
• Strong understanding of media and ad‑tech ecosystems, including DSPs, CDPs, and third‑party data.
• Ability to translate complex data and identity concepts into clear strategic guidance.
• Proven experience partnering cross‑functionally with Analytics, Media, Activation, Creative, and Technology teams.
• Strong presentation, storytelling, and communication skills.
• Demonstrated leadership experience and ability to mentor and develop talent.
• Exceptional problem‑solving, organizational, and relationship‑building skills.

Tools & Platforms

• Familiarity with audience, identity, and segmentation tools (e.g., GWI, MRI, Epsilon, or similar)
• Working knowledge of media and ad‑tech platforms used for audience activation.
• Comfort interpreting outputs from analytics, measurement, and reporting platforms in partnership with Analytics teams.
• Advanced PowerPoint and Excel skills for strategic storytelling

This role does not require ownership of measurement methodologies or performance reporting platforms.

Additional information

Our Publicis Groupe motto “Viva La Différence” means we’re better together, and we believe that our differences make us stronger. It means we honor and celebrate all identities, across all facets of intersectionality, and it underpins all that we do as an organization. We are focused on fostering belonging and creating equitable & inclusive experiences for all talent.

Publicis Groupe provides robust and inclusive benefit programs and policies to support the evolving and diverse needs of our talent and enable every person to grow and thrive. Our benefits package includes medical coverage, dental, vision, disability, 401K, as well as parental and family care leave, family forming assistance, tuition reimbursement, and flexible time off.

If you require accommodation or assistance with the application or onboarding process specifically, please contact USMSTACompliance@publicis.com.

Compensation Range: $159,695- $244,720 annually. This is the pay range the Company believes it will pay for this position at the time of this posting. Consistent with applicable law, compensation will be determined based on the skills, qualifications, and experience of the applicant along with the requirements of the position, and the Company reserves the right to modify this pay range at any time. Temporary roles may be eligible to participate in our freelancer/temporary employee medical plan through a third‑party benefits administration system once certain criteria have been met. Temporary roles may also qualify for participation in our 401(k) plan after eligibility criteria have been met. For regular roles, the Company will offer medical coverage, dental, vision, disability, 401k, and paid time off. The Company anticipates the application deadline for this job posting will be 05/13/2026.

All your information will be kept confidential according to EEO guidelines.

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