Job Summary

The VP, Strategy and Technology, blu. acts as a lead day-to-day contributor across all Horizon NEXT client teams focusing on omni-audience development and measurement, and coordination with traders, activation teams and Advanced Analytics for campaign implementation and measurement. The VP, Strategy and Technology, blu. is an expert in leveraging Horizon’s proprietary Connected Marketing Platform to enable data-driven marketing, and partners directly with Business Solutions, Data Solutions and Insights, Marketing Sciences, and Media Technology and Data resources on the accounts to ensure that data is at the forefront of everything we do. This role will be across all Horizon NEXT accounts and report directly to the SVP, Strategy and Technology, blu.

In addition to client work, this role will be expected to be a contributor to content and use cases for new business.

Main Duties and Responsibilities

40% Understanding Data Driven Marketing at Horizon

• Comprehensive understanding of how the blu. platform works and can be used. This includes understanding all blu. data sources, data dictionaries, taxonomy, refresh cadence, and how and where data can be accessed (UI, Snowflake, APIs).

• Work with Media Technology and Data and Operations teams to oversee 1P data onboarding, pixel set-up, and log level data passback

• Ability to produce net new use cases and custom analysis for existing clients and new business pitches

• Ability to help integrate client’s martech stacks

45% Insights & Planning

• Work with Data Solutions & Insights and Business Solutions to explore and define seed audiences for audience strategy against business objectives and product using blu. and/or client 1P data. Help outline overarching audience framework for each client and product.

• Assist in the direction of Marketing Scientists on queries needed for insight development and/or custom audiences (with oversight from SVP)

  • Define correct model

  • Dictate individual model inputs

  • Framework of business rules for query

• Help review similarities and differences of attributes against audiences. Uncover insights that lead to high value audiences through output investigation. Prioritize audiences against KPIs.

• Aid in identifying use cases for usage of attitudinal data or custom survey work

• Partner with Business Solutions, Activation, and Analytics teams to align audience framework to measurement framework

• Consult on sizing seed audiences, look a likes and availability of audiences by partner in blu., to aid in budget planning

• Based on comms goals, ensure screen & partner allocation align properly with audience framework

• Align with Business Solutions on how audience framework ties to messaging and landing page and owned experiences

• Work with platform activation teams who help recommend 2nd party and platform data that is needed based on client objectives

15% Activation & Optimization

• Consults on final tactical media plan to ensure budgets, channels, partners, and tactics are all aligned to the proper audience segments

• Using 1P and pixel data, help define suppression and retargeting strategies

• Point of escalation for issues relating to media partner distribution and platform matching

• Collaborate directly with traders and activation teams on campaign implementation and troubleshooting as related to audience targeting

• Aid in development, set-up, and implementation of any custom in-platform algorithms

• Partner with Business Solutions, Activation, Marketing Science, and Analytics on reporting insights and custom analytics needed to answer business and media performance questions

Who You Are

• Analytical, inquisitive, forward thinking

• Collaborative

• Confident with internal stakeholders and clients

Preferred Skills & Experience

• BA/BS from accredited school required

• 9+ years’ experience with data and tech including using DMPs/CDPs, Addressable TV

• Understanding of programmatic

• Proven experience in audience development

• Hands on experience using multiple data sources for activating including 1P data

• Experience using AI and LLMs

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