Sr. Audience & Media Manager

The Sr. Audience & Media Manager leads Masco’s enterprise approach to first party data (1PD)–driven audience strategy and media efficiency. This role involves managing media partnerships so business units can learn from combined data. It also enables more efficient audience activation across paid media and privacy safe partner ecosystems.

Sitting within the Digital Center of Excellence, this role is responsible for bringing together 1PD across business units, mining it for insights and high value audience segments, and enabling scaled activation through media platforms, lookalike modeling, and cleanroom partnerships. The role also leads enterprise media partnerships, leveraging Masco’s scale to unlock value, innovation, and measurement improvements—supporting the brands that own media budgets or execution.

What This Role Exists to Do

• Aggregate Masco’s fragmented 1PD into a more powerful enterprise audience asset
• Turn data into actionable audience insights and segments that brands can deploy
• Improve media efficiency and return on investment through smarter audience led activation
• Lead enterprise media and platform partnerships to unlock scale benefits
• Enable privacy safe collaboration with platforms and retailers via clean rooms

Core Responsibilities

1. Enterprise 1PD Aggregation & Audience Intelligence

• Lead the enterprise strategy for bringing together Masco 1PD across BUs, in partnership with IT, Legal, Privacy, and brand teams.
• Define shared audience and identity frameworks (taxonomy, segmentation logic, signal prioritization) that enable cross BU learning while preserving brand autonomy.
• Mine aggregated 1PD to surface enterprise level insights, behavioral patterns, and high value segments that individual brands cannot identify independently.

2. Audience Segmentation & Media Ready Activation

• Translate enterprise insights into deployable audience segments built specifically for:
  • Paid media activation
  • Lookalike (LAL) and modeled audiences
  • Retail and platform-based targeting
• Establish mentorship on how enterprise-determined audiences should be activated, refreshed, and measured across media platforms—without accomplishing campaigns.
• Ensure audience strategy directly advises prospecting efficiency, mid-funnel performance, and conversion outcomes.

3. Media Effectiveness & Measurement

• Establish enterprise standards for media efficiency, attribution, and full-funnel value measurement (e.g., MMM or equivalent experience inputs and outputs).
• Ensure audience led strategies are tightly connected to media performance evaluation, not just reach or cost metrics.
• Identify opportunities to improve media efficiency and effectiveness across national media, retail media networks, and performance channels using Masco level audience insights.

4. Media, Platform & Clean Room Partnerships

• Lead Masco’s enterprise media partnerships with key platforms, retail media networks, and strategic partners to unlock scale-based value.
• Define how Masco audiences are matched, activated, and measured in cleanroom and privacy safe environments.
• Secure credits, learning agendas, beta access, and innovation opportunities that benefit multiple BUs.
• Partner with agencies and holding companies to explore measurement consistency and efficiency opportunities, without directing BU spend or strategy.

5. Governance, Enablement & Collaboration

• Define “what good looks like” for audience strategy and media efficiency through playbooks, standards, and enablement.
• Act as a strategic partner to BUs, ensuring the Digital CoE accelerates results rather than adding friction.
• Collaborate closely with Digital Strategy, Digital Intelligence, Media, MarTech, and Analytics leaders to ensure audience work is embedded in the broader digital roadmap.

What Success Looks Like

• Masco has a clear, enterprise view of its audiences, informed by aggregated 1PD
• BUs can easily activate high quality, enterprise informed segments in media
• Media performance improves through better targeting, stronger LALs, and clearer ROI
• Media and clean‑room partnerships consistently deliver measurable enterprise value

Experience & Capabilities

Required

• 7+ years in audience strategy, media, performance marketing, or data driven marketing
• Deep experience with 1PD strategy, audience segmentation, and media activation
• Strong understanding of media effectiveness, attribution, and ROI frameworks
• Experience leading enterprise media or platform partnerships
• Proven ability to influence in multi-brand, matrixed organizations

Preferred

• Experience with retail media networks and clean‑room environments
• Familiarity with AI driven audience modeling and automation
• Strong executive communication skills