Audience & Media Strategist

The Sr. Audience & Media Manager leads Masco’s enterprise approach to first party data (1PD)–driven audience strategy and media efficiency. This role involves managing media partnerships so business units can learn from combined data. It also enables more efficient audience activation across paid media and privacy safe partner ecosystems.
Sitting within the Digital Center of Excellence, this role is responsible for bringing together 1PD across business units, mining it for insights and high value audience segments, and enabling scaled activation through media platforms, lookalike modeling, and cleanroom partnerships. The role also leads enterprise media partnerships, leveraging Masco’s scale to unlock value, innovation, and measurement improvements—supporting the brands that own media budgets or execution.
What This Role Exists to Do
Aggregate Masco’s fragmented 1PD into a more powerful enterprise audience asset
Turn data into actionable audience insights and segments that brands can deploy
Improve media efficiency and return on investment through smarter audience led activation
Lead enterprise media and platform partnerships to unlock scale benefits
Enable privacy safe collaboration with platforms and retailers via clean rooms
Core Responsibilities
1. Enterprise 1PD Aggregation & Audience Intelligence
Lead the enterprise strategy for bringing together Masco 1PD across BUs, in partnership with IT, Legal, Privacy, and brand teams.
Define shared audience and identity frameworks (taxonomy, segmentation logic, signal prioritization) that enable cross BU learning while preserving brand autonomy.
Mine aggregated 1PD to surface enterprise level insights, behavioral patterns, and high value segments that individual brands cannot identify independently.
2. Audience Segmentation & Media Ready Activation
Translate enterprise insights into deployable audience segments built specifically for:Paid media activationLookalike (LAL) and modeled audiencesRetail and platform-based targeting
Establish mentorship on how enterprise-determined audiences should be activated, refreshed, and measured across media platforms—without accomplishing campaigns.
Ensure audience strategy directly advises prospecting efficiency, mid-funnel performance, and conversion outcomes.
3. Media Effectiveness & Measurement
Establish enterprise standards for media efficiency, attribution, and full-funnel value measurement (e.g., MMM or equivalent experience inputs and outputs).
Ensure audience led strategies are tightly connected to media performance evaluation, not just reach or cost metrics.
Identify opportunities to improve media efficiency and effectiveness across national media, retail media networks, and performance channels using Masco level audience insights.
4. Media, Platform & Clean Room Partnerships
Lead Masco’s enterprise media partnerships with key platforms, retail media networks, and strategic partners to unlock scale-based value.
Define how Masco audiences are matched, activated, and measured in cleanroom and privacy safe environments.
Secure credits, learning agendas, beta access, and innovation opportunities that benefit multiple BUs.
Partner with agencies and holding companies to explore measurement consistency and efficiency opportunities, without directing BU spend or strategy.
5. Governance, Enablement & Collaboration
Define “what good looks like” for audience strategy and media efficiency through playbooks, standards, and enablement.
Act as a strategic partner to BUs, ensuring the Digital CoE accelerates results rather than adding friction.
Collaborate closely with Digital Strategy, Digital Intelligence, Media, MarTech, and Analytics leaders to ensure audience work is embedded in the broader digital roadmap.
What Success Looks Like
Masco has a clear, enterprise view of its audiences, informed by aggregated 1PD
BUs can easily activate high quality, enterprise informed segments in media
Media performance improves through better targeting, stronger LALs, and clearer ROI
Media and clean‑room partnerships consistently deliver measurable enterprise value
Experience & Capabilities
Required
7+ years in audience strategy, media, performance marketing, or data driven marketing
Deep experience with 1PD strategy, audience segmentation, and media activation
Strong understanding of media effectiveness, attribution, and ROI frameworks
Experience leading enterprise media or platform partnerships
Proven ability to influence in multi-brand, matrixed organizations
Preferred
Experience with retail media networks and clean‑room environments
Familiarity with AI driven audience modeling and automation
Strong executive communication skills
Company: Masco

Full timeHiring Range: $121,300.00 - $190,630.00 USDActual compensation may vary based on various factors including experience, education, geographic location, and/or skills.