Audience Strategy Manager (Experienced Level Professional)

Michelin is hiring!

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THE OPPORTUNITY

Drive business success through identifying, building, and deploying audience segments and journeys across multiple platforms. As the Audience Strategy Manager, you will lead the implementation of Michelin's audience-based marketing activities across paid, owned and earned channels. Collaborate closely with global technology and marketing platform teams to develop, implement, test, and scale data-driven marketing efforts to inform business decisions.

The Audience Strategy Manager will collect, analyze, and leverage diverse, complex, and cross-functional datasets. Additionally, they will craft the company's strategic vision by ensuring top management comprehends the idea, technology, and utility of tools like CDP, demonstrating their value in activity management and using them to drive company growth.

Michelin's North American Headquarters are located in Greenville, SC. This position is open to candidates interested in working remotely from within the United States. Quarterly travel to the Greenville, SC headquarters location is required.

WHAT YOU WILL DO

Audience Management & Distribution

* Lead enterprise audience management and distribution efforts for Michelin, BFGoodrich, and Uniroyal in North America, using Audience Data Management platforms for cross-channel targeting.

* Define and leverage data sources to effectively address business challenges and ensure ethical data governance.

* Act as the central hub for audience and signal distribution across channels, driving initiatives to enhance data quality, automate customer journeys, and improve operational efficiencies.

* Collaborate with global and regional Retail and Partnership teams to develop 2nd party data partnerships and audience sizing strategies for paid and owned channels.

* Identify and acquire data requirements for complex business needs, interpreting complex datasets to analyze results, identify trends, and recommend actionable insights for value creation.

Consumer Data Platform (CDP)

* Drive CDP functionality and its strategic importance across North America operations, improving capabilities and integrating diverse data sources for targeted audience segments.

* Develop ongoing CDP use cases for Michelin, BFGoodrich, and Uniroyal, collaborating with Global CDP teams to advance technology stack development and represent the AMN region in strategic decisions.

* Define data collection strategies with Marketing teams to optimize CDP across various touchpoints, supporting its use as a CRM acceleration tool.

Audience Strategy

* Collaborate across business lines to develop targeted segmentation strategies based on consumer data, continuously analyze data and engagement metrics to optimize strategies, and make data-driven decisions aligned with campaign objectives.

* Partner with Media Managers, Ad Agencies, and internal teams to build strategic CDP audiences across platforms like CDP, DMP, The Trade Desk, and CRM, driving lead scoring initiatives to enhance sales opportunities.

* Develop and implement strategies to attract and engage new audiences via various marketing channels, collaborating on test and learn initiatives with Media Managers, Media Activation Managers and Ad Agencies.

* Support the development of multi-channel marketing campaigns aimed at growing customer loyalty, documenting and sharing best practices and insights with marketing teams, and working with agencies to establish CRM/CDP playbook and data governance strategies.

Platform Capability Management & Expansion

* Lead and execute on the capability roadmap, driving evaluation of new audience data sources, emerging data, identity, and distribution tech, as well as informing improvements to existing toolsets.

* Partner closely with communications and marketing leaders to evaluate emerging audience capability needs and campaign orchestration requirements, translating them into a capability roadmap.

* Lead assigned vendor/partner platform relationships (e.g., Salesforce Marketing Cloud).

* Coordinate the email campaign deployment process, from journey builds through deployment.

* Apply data-driven insights to segment the customer base effectively, maximizing engagement and conversion rates.

* Stay updated with market and consumer trends and competition and provide recommendations for testing new and emerging technologies, vendors, and trends.

Business Perspective

Provide subject matter expertise within the paid media and digital activation space.

* Serve as the SME in Michelin's audience management.

* Use data visualization tools to build clear, organized analysis templates and dashboards.

* Regularly update teams and leadership via presentations, calls, and written communications.

* Facilitate strategic decisions using available data.

* Present cost-benefit analyses and support strategy choices.

* Establish monitoring indicators linking data strategy to performance.

* Anticipate long-term needs and influence product, service, or process improvements.

WHAT YOU WILL BRING

* 2+ years handling audience data and CRM tools.

* Proven success in developing audience segmentation strategies.

* Experience in managing and analyzing digital marketing campaigns.

* Skilled in setting up campaigns using CDP.

* Data-driven with critical thinking for actionable insights and revenue impact.

* Effective communicator, able to present to senior leadership.

#LI-HIRINGMICHELIN

Inspire Motion for Life: Apply Today!

As the leading mobility company, we work with tires, around tires and beyond tires to enable Motion for Life. Dedicated to enhancing our clients' mobility and sustainability, Michelin designs and distributes the most suitable tires, services and solutions for our customers' needs. Michelin provides digital services, maps and guides to help enrich trips and travels and make them unique experiences. Bringing our expertise to new markets, we invest in high-technology materials, 3D printing and hydrogen, to serve a wide a variety of industries-from aerospace to biotech. Headquartered in Greenville, South Carolina, Michelin North America has approximately 23,000 employees and operates 34 production facilities in the United States and Canada.

MICHELIN tires have been ranked the #1 Tire Brand across major categories and segments by industry experts and consumers alike. For nearly three decades we've been recognized for our achievements in Customer Satisfaction, Performance, Durability, Technology and Innovation.

Michelin cares for the personal and professional development of its employees. We support career advancement through various options, which include: skill and career development, training, career exploration and work with cross-functional teams. We offer the possibility of a varied and fulfilling career path in an environment where unique contributions are valued.

Michelin offers 10 Business Resource Groups (BRGs) which are all-inclusive groups created and led by employees who have shared life experiences across various diversity dimensions. Each group supports business strategies and initiatives along with meeting the needs of members. The goal of each group is to help employees feel welcome and included, support employee engagement and encourage professional development. BRGs also provide cross-cultural support, career management resources and opportunities for community involvement.

Michelin provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, sex (including pregnancy, gender identity, and sexual orientation), parental status, national origin, age, disability, genetic information (including family medical history), political affiliation, military service, or other non-merit-based factors. Consistent with these obligations, Michelin also provides reasonable accommodations to employees and applicants with disabilities and for sincerely held religious beliefs. If you need accommodation for any part of the employment process because of a disability, please contact us at accommodations@michelin.com.

This position is not available for immigration sponsorship.

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