Head of Audience Strategy and Operations
Vanguard, Malvern, PA, United States
Audience Strategy And Technology Leader
Key Responsibilities Set strategic direction for Audience Strategy & Segmentation, Audience Activation & Governance, and Digital Analytics teams; ensure alignment with enterprise priorities and marketing objectives. Serve as a senior thought leader for personalization and marketing technology; influence roadmap decisions and advocate for investments that advance data-driven marketing. Oversee complex platform migrations and integrations (Adobe RT-CDP, RedPoint, Adobe CJA) to enhance data quality, accessibility, and activation speed. Establish governance frameworks and performance standards for high-volume audience development, and ensure compliance and operational excellence. Drive cross-functional collaboration with Marketing Technology and Personal Investor Technology to integrate marketing strategies with technology capabilities; champion scalable, secure, and innovative solutions. Advance audience lifecycle management and segmentation strategies across channels; define success metrics and embed measurement into activation workflows. Promote a culture of experimentation and analytics; scale testing methodologies and performance attribution to inform strategic decisions. Develop and retain top talent; provide coaching and career development to sustain a high-performing, future-ready team. Key Team Functions Audience Strategy & Segmentation: Define and manage audience frameworks, segmentation logic, and activation strategies across channels. Audience Activation & Governance: Oversees campaign metadata governance, ensures SLA adherence for high-volume audience builds, and manages deployment of web banners and other assets. Implements Workfront Claravine integration for streamlined campaign code and offer ID creation, ensuring operational precision and compliance. Digital Analytics: Deliver advanced reporting and enhance dashboards and insights to measure personalization impact and marketing ROI. Key Qualifications 8+ years in marketing technology, digital transformation, and customer engagement; 8+ years leading managers and multi-team organizations. Expertise in marketing technology platforms and analytics tools CDP, Personalization and Experimentation, Web Analytics, Journey Analytics, Data Management. Experience with Adobe RT-CDP, Target, Audience Manager, Analytics, CJA, and RedPoint is a bonus. Deep understanding of customer behavior and end-to-end journey orchestration. Proven ability to work across diverse teams to deliver complex initiatives and influence senior leadership. Exceptional communication and executive presence; skilled at aligning diverse stakeholders. Track record of mentoring senior talent and building future-ready teams. Experience delivering enterprise-scale technology initiatives and managing organizational change. Strong vendor management across complex marketing technology projects. NOTE: This role will be a hybrid role working 2 days per week from home and 3 days per week in our Malvern, PA office location.
Key Responsibilities Set strategic direction for Audience Strategy & Segmentation, Audience Activation & Governance, and Digital Analytics teams; ensure alignment with enterprise priorities and marketing objectives. Serve as a senior thought leader for personalization and marketing technology; influence roadmap decisions and advocate for investments that advance data-driven marketing. Oversee complex platform migrations and integrations (Adobe RT-CDP, RedPoint, Adobe CJA) to enhance data quality, accessibility, and activation speed. Establish governance frameworks and performance standards for high-volume audience development, and ensure compliance and operational excellence. Drive cross-functional collaboration with Marketing Technology and Personal Investor Technology to integrate marketing strategies with technology capabilities; champion scalable, secure, and innovative solutions. Advance audience lifecycle management and segmentation strategies across channels; define success metrics and embed measurement into activation workflows. Promote a culture of experimentation and analytics; scale testing methodologies and performance attribution to inform strategic decisions. Develop and retain top talent; provide coaching and career development to sustain a high-performing, future-ready team. Key Team Functions Audience Strategy & Segmentation: Define and manage audience frameworks, segmentation logic, and activation strategies across channels. Audience Activation & Governance: Oversees campaign metadata governance, ensures SLA adherence for high-volume audience builds, and manages deployment of web banners and other assets. Implements Workfront Claravine integration for streamlined campaign code and offer ID creation, ensuring operational precision and compliance. Digital Analytics: Deliver advanced reporting and enhance dashboards and insights to measure personalization impact and marketing ROI. Key Qualifications 8+ years in marketing technology, digital transformation, and customer engagement; 8+ years leading managers and multi-team organizations. Expertise in marketing technology platforms and analytics tools CDP, Personalization and Experimentation, Web Analytics, Journey Analytics, Data Management. Experience with Adobe RT-CDP, Target, Audience Manager, Analytics, CJA, and RedPoint is a bonus. Deep understanding of customer behavior and end-to-end journey orchestration. Proven ability to work across diverse teams to deliver complex initiatives and influence senior leadership. Exceptional communication and executive presence; skilled at aligning diverse stakeholders. Track record of mentoring senior talent and building future-ready teams. Experience delivering enterprise-scale technology initiatives and managing organizational change. Strong vendor management across complex marketing technology projects. NOTE: This role will be a hybrid role working 2 days per week from home and 3 days per week in our Malvern, PA office location.