Director, Audience Strategy

The Audience Strategist at Acxiom is a data and identity expert responsible for designing and activating high-value audiences powered by Acxiom's RealID identity resolution platform, InfoBase, and partner data assets and advanced segmentation systems within the US and globally. Work across a wide array of verticals including but not limited to financial services, banking, insurance, retail, auto, healthcare, pharma, CPG, travel, entertainment, and consumer services.

This role focuses on leveraging third-party data and predictive modeling to create scalable, privacy-compliant audiences that can be activated across digital media, direct mail, and email prospecting channels. The strategist serves as a key bridge between data, analytics, and activation, ensuring that Acxiom's data assets translate into measurable business outcomes for clients.

Key Responsibilities

Audience Strategy & Design

• Design and deploy audience strategies utilizing Acxiom's InfoBase consumer data, Personicx segmentation, and external third-party datasets for both US and global applications.
• Build audiences aligned to lifecycle stage, behavioral intent, financial capacity, and psychographic attributes.
• Translate client objectives into targeting frameworks spanning acquisition, suppression, lookalike, and cross-sell use cases.
• Own deep SME-level knowledge of Acxiom and Acxiom partner data assets within the US and global landscape, and act as the authoritative reference point when other teams encounter audience or data questions they cannot resolve on their own.
• Build and maintain reusable audience frameworks, documentation, and best practices that other teams adopt, and review audience approaches across engagements to keep the quality bar consistent company-wide.

Modeling & Advanced Analytics

• Manage model development and deploy models leveraging Acxiom data assets, including:
  • Response and conversion propensity models
  • Lifetime value (LTV) models
  • Lookalike and expansion models built on high-value seed audiences
• Integrate InfoBase attributes (demographic, financial, behavioral, auto, and transactional, where available) into modeling frameworks.

Omnichannel Activation (Core Strength)

• Translate audience definitions into activation-ready segments across:
  • Digital / Programmatic: DV360, The Trade Desk, social platforms, CTV environments, via RealID activation
  • Direct Mail: highly targetable prospect lists, trigger-based outreach, and modeled mail audiences
  • Email Prospecting: permissioned acquisition audiences and partner-based prospecting
• Ensure alignment with Acxiom's data distribution ecosystem and platform integrations.

Measurement, Insights & Optimization

• Define and understand success metrics such as:
  • Match rates and identity resolution rates
  • Audience scalability and coverage
  • Response, conversion, and cost efficiency (CPA, ROI)
• Perform test-and-learn strategies, including holdout groups and channel lift analysis.
• Deliver actionable insights linking audience composition to performance outcomes.

Privacy, Compliance & Responsible Data Use

• Ensure all audience strategies adhere to Acxiom's privacy-first principles and governance frameworks.
• Maintain compliance with:
  • CCPA/CPRA/State Comprehensive Privacy Legislation, GDPR
  • Industry-specific regulations (e.g., FCRA, HIPAA where applicable)
• Apply data minimization and permissible use standards, particularly in regulated industries such as financial services and healthcare.

Client & Internal Collaboration

• Partner with:
  • Acxiom sales executives and client partners
  • Acxiom clients
  • Acxiom analytics and data science teams
  • Identity and onboarding specialists
  • Media activation teams (Omnicom agencies, platform partners, Acxiom internal teams)
• Serve as the subject matter expert other teams consult on Acxiom and partner data assets, identity resolution (RealID), and audience design best practices.
• Translate complex data strategies into client-ready narratives and presentations, and advise clients at a strategic altitude on audience roadmap, data strategy, and activation approach, not solely on execution.

Required Qualifications

• 7 to 12 years of experience in data-driven audience strategy, marketing analytics, or identity-based activation.
• Deep familiarity with:
  • Acxiom data ecosystem (InfoBase, Personicx, RealID) or similar platforms
  • Third-party data onboarding and enrichment workflows
• Proven ability to build and activate audiences across:
  • Programmatic / digital media ecosystems
  • Direct mail channels
  • Email prospecting environments
• Experience with identity resolution concepts and ID frameworks (hashed email, MAIDs, postal linkage).

Preferred Qualifications

• Experience working with:
  • Omnicom agencies or similar holding company environments, or data providers like Acxiom
  • CDPs, clean rooms, and identity partners
• Strong analytic skillset (this is not a data science role, but strong analytics/analyst chops are preferred).
• Knowledge of Personicx or other segmentation systems.
• Vertical expertise in industries such as:
  • Financial services
  • Insurance
  • Automotive
  • Retail / loyalty programs / ecomm
  • Travel / hospitality / entertainment
  • CPG / consumer services
  • Healthcare / pharma

Key Competencies

• Expert-level, SME-grade understanding of third-party data, identity-driven marketing, and addressability, and how to leverage these assets effectively in audience strategy.
• Strong ability to connect data assets to real-world activation use cases.
• Analytical mindset with precision in segmentation and modeling.
• Detail-oriented with high expectations for data quality, match rates, and execution accuracy.
• Effective communicator, verbal and written, capable of bridging technical and business stakeholders and representing the work in front of internal and external clients.
• Works well both in a team environment and independently.

Primary Location City/State:

New York, New York

Additional Locations (if applicable):

Acxiom is an equal opportunity employer, including disability and protected veteran status(EOE/Vet/Disabled) and does not discriminate in recruiting, hiring, training, promotion or other employment of associates or the awarding of subcontracts because of a person's race, color, sex, age, religion, national origin, protected veteran, military status, physical or mental disability, sexual orientation, gender identity or expression, genetics or other protected status.

Attention California Applicants:  Please see our CCPA/CPRA Privacy Act noticehere.

Attention Colorado, California, Connecticut, Maryland, Nevada, New Jersey,New York City, Ohio, Rhode Island, and Washington Applicants: This position is not located in the aforementioned locations but applications for remote work may be considered. For information about this role under state or local equal pay or pay transparency laws, please contact recruit@acxiom.com.