Audience Planning is a new function at Inspire meant to be the strategic bridge between Consumer Strategy from our brands, and Media Strategy from our central media team. This position will work in an integrated manner with the brands, and be the ‘Sherpas’ for developing, executing, measuring, and optimizing audience segments across paid channels. Audience Planning is the right hand to our brands, and a true conduit between our portfolio of brands, and the SMEs who act on their behalf. You will be customer-obsessed, and also understand the importance of consistent audiences throughout bespoke channels and in a communications journey. Simply put, you will translate consumer strategy into audience strategy (i.e., behaviors of consumers in media, profitability, headspace across channels) and then create roles of channels to reach those audiences. This role will manage the ownership and development of audience strategies for approximately 3 brands in the Inspire Brands Portfolio.

　　RESPONSIBILITIES

　　Develop, and Execute, a consistent Audience Planning Approach

　　Partner closely with outside media agencies, and internal insights team, to deploy an insights-driven Audience Strategy.

　　Implement frameworks to test and learn the impact of personalized content to various segments, and the granularity needed before diminishing returns.

　　Translate guest priorities into audience segmentation & activation strategies that drive measurable media-attributed customer outcomes.

　　Work with Media Strategy & Planning, Biddable, and Analytics teams to uncover performance trends and unlock opportunities for improvement through recommended enhancements and plans tied back to specific audiences.

　　Within Audience Planning, push brand partners, and creative agencies, to think beyond TV and create exponentially more digital content based on channel strategies.

　　Implement definitions of addressable audiences and campaign-specific target variation.

　　Assess available 1P data and provide strategic audience build recommendations to communications planning (peer group) and activation teams.

　　Execute feedback loops that allow for obsessive optimization of activations.

　　Lead ideation sessions with Media teams; Insights Teams; Brands Teams; and JBP partners (Google, Snap, Twitter, Twitch, Spotify, etc).

　　Based on the overall Audience Plan, define the Channel Strategy (role of channels) in order to accomplish brand KPIs.

　　Manage workflow and relationships with internal and external partners

　　Partner closely with Epsilon People Cloud to help translate Audience Strategy into targetable media audiences.

　　Understand various insights, such as “head-room” or “propensity” to help shape audience make-ups.

　　Looking across the entirety of the portfolio, decide which brands shall go after which audiences to ensure cannibalization is minimized.

　　Project manage a large number of requests for audience builds to internal and external teams, being acutely aware of resources.

　　In partnership with internal teams, work to understand 1P data via CDP and how it can be modeled to build new audiences to fill the funnel.

　　Working closely with Customer Marketing, ensure cohesion of Audience Strategy to ensure lack of overlap in target audiences between paid and owned.

　　EDUCATION AND EXPERIENCE QUALIFICATIONS

　　4-year Degree required.

　　6+ years of relevant experience in marketing and/or media with a key emphasis on Audience Planning and Building.

　　Demonstrated experience in problem-solving and managing multiple stakeholders required.

　　Experience in Comms Planning or Brand Planning preferred.

　　Experience building and deploying addressable paid media segments using a data cleanroom (Epsilon People Cloud or similar) is a plus.

　　REQUIRED KNOWLEDGE, SKILLS, OR ABILITIES

　　Analytical with the ability to take highly complex ideas and synthesize them into actionable insights for teams.

　　Strong relationship-builder with the ability to influence others.

　　Proactive self-starter with the ability to balance multiple priorities and meet project deadlines.

　　Ability to understand consumers as individuals rather than as demos.

　　Experience working in a multi-brand environment, and having to prioritize the needs of some brands over others based on the situation.

　　Personal integrity, humility, an appreciation for the power of true teamwork, and a sense of humor.

　　Inspire Brands is a multi-brand restaurant company whose portfolio includes more than 32,000 Arby’s, Baskin-Robbins, Buffalo Wild Wings, Dunkin’, Jimmy John’s, and SONIC restaurants worldwide.

　　We’re made up of some of the world’s most iconic restaurant brands, but we’re much more than just a restaurant company. We’re a team of hundreds of thousands who individually and collectively are changing the way people eat, drink, and gather around the table. We know that food is much more than a staple—it’s an experience. At Inspire, that’s our purpose: to ignite and nourish flavorful experiences.