Overview

The Audience & Measurement Director will lead the development, measurement, and adoption of audience and data solutions across Starcom Canada. Sitting at the intersection of strategy, planning, activation, data, and technology, this role will help translate client business objectives into addressable audience strategies powered by third-party digital signals, first-party data, proprietary data solutions, and emerging AI-enabled planning tools.

The Director will partner closely with planning teams, activation specialists, platform leads, and client teams to shape audience recommendations, identify growth opportunities and ensure audience strategies are clearly connected to campaign performance, reporting, and commercial outcomes.

This role requires a high performing self motivated senior leader who can move fluidly between operational execution, product enablement, measurement/ optimization, and internal education. The ideal candidate brings strong knowledge of programmatic, social, data-driven media planning, audience segmentation, measurement, and identity-based marketing, combined with the ability to influence stakeholders and drive adoption across a matrixed organization.The Audience & Measurement Director will lead the development, measurement, and adoption of audience and data solutions across Publicis Media Canada. Sitting at the intersection of strategy, planning, activation, data, and technology, this role will help translate client business objectives into addressable audience strategies powered by third-party digital signals, first-party data, proprietary data solutions, and emerging AI-enabled planning tools.

The Director will partner closely with planning teams, activation specialists, platform leads, and client teams to shape audience recommendations, identify growth opportunities and ensure audience strategies are clearly connected to campaign performance, reporting, and commercial outcomes.

This role requires a high performing self motivated senior leader who can move fluidly between operational execution, product enablement, measurement/ optimization, and internal education. The ideal candidate brings strong knowledge of programmatic, social, data-driven media planning, audience segmentation, measurement, and identity-based marketing, combined with the ability to influence stakeholders and drive adoption across a matrixed organization.

Responsibilities

Audience Strategy & Client Leadership

• Lead audience strategy development across key client opportunities, translating briefs, business objectives, and historical targets into addressable audience frameworks.
• Develop and present client-facing audience recommendations, data solution narratives, and segmentation strategies.
• Identify new audience opportunities that improve planning quality, campaign effectiveness, and client growth potential.
• Lead measurement framework and optimization conversations with key analytics and activation stakeholders.
• Collaborate with planning and research teams to embed audience thinking earlier in the strategic planning process.
• Support new business and pitch teams by developing audience, data, identity, and technology narratives that strengthen client proposals.

Commercialization & Growth

• Help drive adoption and revenue contribution from Publicis Media's audience and data solutions.
• Track client contribution, forecasting, pacing, and growth opportunities tied to audience strategy and data solution usage.
• Identify opportunities to expand audience solutions across existing clients, new briefs, and cross-agency initiatives.
• Support account teams in positioning audience strategy as a driver of measurable client value, performance improvement, and business growth.

Product, Data & Platform Integration

• Partner with activation teams across programmatic, social, and other buying teams to ensure audience strategies are executable, measurable, and properly reflected in campaign setup and reporting.
• Participate in operational discussions related to audience taxonomy, DSP/social platform execution, reporting consistency, and integration into offline planning tools including OOH and TV.
• Collaborate with Local and Global Publicis Groupe teams on proprietary data solutions, AI-enabled planning systems, platform integrations, and centralized planning-to-buying tools.
• Help translate evolving product capabilities into clear, usable guidance for planning, activation, and client teams.

Enablement, Knowledge Sharing & Change Management

• Lead internal education and enablement around audience products, identity solutions, data segments, and planning tools.
• Ensure planning and activation teams understand available audience capabilities, use cases, limitations, and best practices.
• Actively lead conversations and initiatives that showcase positive measurable results grounded in efficiency and effectiveness.
• Act as a senior point of contact for audience-related questions from client teams, planners, activation leads, and agency leadership.
• Mentor team members and cross-functional partners, balancing strategic leadership with hands-on support where needed.
• Help teams navigate change as audience strategy, identity, privacy, and AI reshape the planning and activation process.

Measures of Success

Success in this role will be measured by the ability to:

• Increase adoption of audience and data solutions across planning and activation teams.
• Grow client revenue contribution tied to audience strategy and data-led solutions.
• Improve consistency and quality of audience recommendations across agencies.
• Strengthen client confidence in Publicis Media's data, identity, and audience capabilities.
• Enable teams through clear training, documentation, and practical application of tools and solutions.
• Connect audience strategy more directly to measurement, reporting, and business outcomes.

Qualifications

• Bachelor's degree from a four-year college or university, or equivalent professional experience.
• 8-10+ years of progressive experience in digital strategy, audience strategy, data-driven marketing, and/or platform activation.
• Strong understanding of programmatic, social, digital media platforms, audience segmentation, and addressable media.
• In-depth knowledge and experience in performance campaign activation and reporting.
• Vast understanding of digital industry measurement solutions and frameworks.
• Experience developing client-facing data, audience, or technology recommendations.
• Proven ability to work across planning, activation, analytics, product, and client teams in a matrixed environment.
• Strong commercial mindset with experience identifying growth opportunities and supporting revenue-generating solutions.
• Ability to simplify complex technical or data-driven concepts for non-technical audiences.
• Excellent communication, facilitation, and presentation skills.
• Strong project management skills with the ability to prioritize across multiple stakeholders and deadlines.
• Experience with identity solutions, first-party data, clean rooms, AI-enabled planning, retail media, or advanced audience modeling is considered an asset.

Leadership Attributes

• Strategic, commercially minded, and client-focused.
• Comfortable operating in ambiguity and driving clarity through change.
• Strong collaborator and communicator who can influence without always having direct authority.
• Curious about data, technology, privacy, AI, and the future of addressable media.
• Confident presenting to senior stakeholders and guiding cross-functional teams.
• A practical problem-solver who can move from strategy to execution.
• Strong organizational and project management skills

Additional information

Salary

Transparency matters to us. The salary range for this position is $100,000-$110,000 per year. Actual compensation within this range will be based on a variety of factors, including relevant experience, knowledge, skills, and applicable certifications. This range reflects what we reasonably expect to offer based on current market data.

AI USE

We use artificial intelligence (AI) tools to support parts of our hiring process, such as reviewing applications or analyzing resumes. These tools assist our recruitment team but never replace human decision-making. We believe in a human-first approach, where your experience and potential are recognized by people.