Director, Audience Segmentation - Scripps Networks Interactive

Scripps Networks Interactive is actively seeking a Director, Audience Segmentation in New York (or Knoxville, TN).  Scripps Networks Interactive is one of the leading developers of lifestyle-oriented content for television and the Internet, where on-air programming is complemented with online video, social media areas and e-commerce components on companion Web sites and broadband vertical channels. The company’s media portfolio includes popular lifestyle television and Internet brands HGTV, Food Network, Travel Channel, DIY Network, Cooking Channel and country music network Great American Country (GAC).

Job Description:

The data strategy professional will lead data management platform (DMP) efforts. The position will focus on audience segmentation efforts to drive business returns for sales and marketing as well as content guidance.

The individual will work on audience segmentation to drive sales monetization models, data driven marketing campaigns for SNI brands, audience/content valuations, and actionable consumer insights that drive business decision-making.

Successful candidates will demonstrate the ability to work with cross-departmental teams to drive business success, experience with audience segmentation and data modeling best practices and a proven background working seamlessly between technology and sales/marketing disciplines with strong and concise communication skills between the two areas of expertise.

Duties and Responsibilities:  

• Direct the overall data management platform (DMP) efforts and audience segmentation strategies for sales and marketing and guidance for content
• Productize and manage audience segment creation for the sales organization and create go-to-market strategies and collateral driving revenue growth
• Work with sales on RFP requests to identify existing as well as new audience segments, plus prospecting of new business
• Work in conjunction with the ad sales analytics team on sales requests and segmentation strategies
• Present with sales at client pitches as needed
• Work with the inventory and pricing team on segment valuations and pricing to maximize revenue potentials and yield management optimization
• Evaluate partners to drive the highest value in the marketplace for data exchanges
• Coordinate data management platform efforts with ad operations as well as outside partners including DSPs, SSPs, brand agencies, etc.
• Continuously mine and test new audience segments to further drive sales returns as well as marketing opportunities for SNI Brands
• Work with the SNI Digital Agency and Brand Marketing teams to drive audience data driven marketing efforts for digital and TV such as cookie based retargeting and audience segmentation
• Develop a deep understanding of audience segments available for use in targeting both in owned and paid media
• Analyze audience composition/value against content areas to provide actionable intelligence
• Manage third party data relationships and continuously monitor the value of those data sets against returns
• Manage data protection efforts and maintain privacy best practices as the industry evolves
• Leverage data sets and segmentation to continuously serve additional consumer insights to the business
• Stay up-to-date with industry trends and providing recommendations for testing into new and emerging technologies, vendors and trends

Knowledge, Skills and Abilities:

• 5+ years of experience in leading and executing data-driven analyses to drive business growth
• Prior experience building audience segments in the digital space is strongly preferred
• Prior experience in media publishing and/or agency background
• Ability to interpret unstructured data sets
• Proficiency with relational databases and data modeling
• Experience with MS Excel, SQL programming language, Ad Serving Technology (DART experience preferred,) Behavioral Targeting and Web analytics tools (Adobe's Omniture product suite preferred)
• Experience in writing SQL queries/reporting and working with Business Intelligence/Reporting tools
• Experience with statistical reporting, modeling and quantitative analysis (sampling, multiple regressions, etc.). Knowledge of statistical tools (Tableau, R, SPSS, Minitab, Jump etc.) is a plus
• Ability to tell a story in a clear and concise way when presenting data analysis
• Solid understanding of interactive marketing principles and digital trends
• Strong analytical reasoning skills
• Ability to quickly grasp new technology solutions
• Ability to build solid relationships across business functions and levels, internally and externally
• 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
• Self-starter who can provide thought leadership and drive results in an evolving and dynamic environment
• Ability to prioritize and manage multiple and concurrent projects and activities
• Comfortable in challenging the status quo, and have the willingness to take measured risks to drive strategic vision

Education:
Bachelor's degree or higher in statistics, business or marketing preferred