Audience Segmentation Manager, Digital Advertising

Date: Jul 31, 2019

Location: Toronto, ON, CA, M4Y 2Y5

At Rogers, we connect Canadians to a world of possibilities and the memorable moments that matter most in their lives. Every day we wake up with one purpose in mind. To bring loved ones together from across the globe. To connect people to each other and the world around them. To help an entrepreneur realize her dream. A sports fan celebrate a special moment.

Because we believe connections unite us, possibilities fuels us, and moments define us.


Audience Segmentation Manager, Digital Advertising

Rogers is currently seeking an experienced Audience Segmentation and Analytics Professional with a Digital Media background and Data Management Platform (DMP) experience to fill the role of an Audience Segmentation Platform Manager.  The successful candidate will be responsible for managing data-driven audience segmentation across all Digital Media channels. 

The position will focus on audience segmentation efforts to drive effective targeting on Digital media. The individual will work on evolving audience segmentation process and work closely with internal data team and external vendors to drive data driven marketing campaigns, audience and content valuations, and actionable consumer insights that drive advertising revenue. 

What you will be doing:

  • Manage the Rogers Media Audience platforms and specifically the ongoing operations and audience segmentation strategies on our Data Management Platform (DMP).
  • Productize and manage audience segmentation process to support data-driven advertising business.
  • Work in conjunction with the ad product, data analytics, and ad sales teams on sales requests and segmentation strategies.
  • Provide ongoing reporting support, including maintaining standard Segment Performance, Delivery, Trends, Overlap reports and creating custom reports to meet the requirements of the key stakeholders and clients.
  • Leverage Rogers 1st party data assets and audience segments to serve audience insights to the business by continuously mining and testing new audience traits and segments.
  • Work with sales on RFP requests to identify existing and new audience segments, including prospecting of new business.
  • Develop a deep understanding of audience segments available for use in targeting and retargeting.
  • Analyze audience composition and value against content areas to provide actionable intelligence.
  • Evaluate third party data providers and recommend 3rd party traits that would naturally complement 1st party traits collected by our data platforms.
  • Monitor privacy features of our data platforms and provide recommendations on staying compliant with the current legislative environment.
  • Monitor DMP data exchange with Order Management, Ad Serving, Personalization, RTB, Retargeting and other destination platforms.
  • Stay up-to-date with industry trends and providing recommendations for testing into new and emerging technologies, vendors and trends.

 What you have:

  • 5+ years of experience in leading and executing data-driven customer analytics and advertising/marketing programs.
  • 3+ years of experience implementing customer segmentation strategies with the solid understanding of segmentation principles, methodologies and best practices.
  • Prior experience building audience segments using analytics data from multiple sources using DMP platforms; Adobe Audience Manager or other DMP vendors.
  • Experience with Online Behavioral Targeting and Web analytics tools: Adobe's Omniture product suite, Google Analytics and ComScore platform.
  • Prior experience conducting online and offline campaign performance measurement and post-campaign analysis, including defining key metrics and establishing benchmarks.
  • Experience with Ad Serving Technologies, RTB, DSP, DMP, Ad Exchange Platforms, Ad Tracking Platforms, and Online and Mobile Advertising ecosystems.
  • Prior experience in digital media publishing or an agency background is strongly preferred.
  • Ability to work effectively in cross-functional teams and influence business partners.
  • Superior communication skills; ability to communicate effectively with all levels of management and partners.

No Selection

Schedule: Full time
Shift: Day
Length of Contract: Not Applicable (Regular Position)
Work Location: 1 Mount Pleasant (083), Toronto, ON 
Travel Requirements: None
Posting Category/Function: Digital & Advertising & Analytics
Requisition ID: 161388
Together, we'll make more possible, and these six shared values guide and define our work:
  1. Our people are at the heart of our success
  2. Our customers come first. They inspire everything we do
  3. We do what’s right, each and every day
  4. We believe in the power of new ideas
  5. We work as one team, with one vision
  6. We give back to our communities and protect our environment

What makes us different makes us stronger. Rogers has a strong commitment to diversity and inclusion. Everyone who applies for a job will be considered. We recognize the business value in creating a workplace where each team member has the tools to reach their full potential. At Rogers, we value the insights and innovation that diverse teams bring to work. We work with our candidates with disabilities throughout the recruitment process to ensure that they have what they need to be at their best. Please reach out to our recruiters and hiring managers to begin a conversation about how we can ensure that you deliver your best work. You can also reach out to our team at to begin a conversation about your individual accessibility needs throughout the hiring process.

Posting Notes:  [[req_strategyPage]] 


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