Audience Manager

Adobe Experience Platform Audience Manager

The Marketing Centre of Excellence (CoE) has been formed with the aim of building world-class capabilities across key marketing disciplines, from planning through to rapidly evolving digital marketing channels. It changes the emphasis of what we do from product to customer and capability, with the ambition of delivering on our One Aviva strategy. The Marketing CoE sits alongside similar Data and Digital CoEs, supporting our Go To Market (GTM) teams as they translate business objectives into actionable customer centric campaigns, communications and experiences.

The Marketing CoE is made up of 5 specialist teams - Marketing Strategy, Reporting and Planning; CRM, Content and Creative; Digital Marketing and Paid Media; Customer Insight and Research; the team will lead on all marketing activity.

As a part of our Digital Marketing and Paid Media Team, we have a fantastic opportunity for someone to join as Audience Manager, reporting into the Paid Media Lead.

We’re looking for someone with a proven track record of leading on audience strategy across full-funnel paid media programs, to help deliver performance, product cross-sell and drive efficiencies. You will help us deliver on our multi-product holdings ambition, using 1st party data and a variety of MarTech (including our Adobe CDP) to generate growth and actionable insights.

This role will suit a high-performing individual who has experience working in marketing teams activating, measuring and optimising audiences using complex MarTech stacks across a wide range of products and paid media channels.

A bit about the job:

The Audience Manager will be responsible for the delivery and implementation of a robust audience strategy and framework, to help deliver improved performance and increased sales to existing customer via product cross-sell within a complex and highly regulated organisation. This is a fantastic opportunity for a proactive, strategic and forward thinking individual to scan the market and bring various solutions to the business to assist with supporting our multi-product holdings growth pillar.

You will audit Aviva’s current set-up, develop the audience strategy, define KPIs and lead the execution across a wide range of products and channels (General Insurance, Pensions, Protection, Health, Wealth and Advice). Partnering with the wider Paid Media, Search, Social, CRM, Tagging and Data teams internally, as well as specialist external agencies, the role holder will activate opportunities to reach our existing customers within our paid media programmes and truly champion a data-led audience approach.

As a customer champion, you’ll have in-depth experience across the customer journey, knowing what leavers to pull to deliver growth and improve experiences; sharing insights with wider Marketing and Data colleagues to drive action and challenge the status quo.

This role will suit someone who is seen as an active contributor within their existing team, can foster effective collaboration with a variety of stakeholders and can connect the dots between business strategy, technical capability, customer journeys and media performance.

Skills and experience we’re looking for:

• Experience designing and implementing best-in-class audience strategies to grow audience sizes, help deliver media efficiencies and deliver significant sales performance within existing customer cohorts; across full funnel


• Experience leading multiple implementation projects for mar-tech, clean-room and media partner solutions (Adobe experience an advantage), leveraging complex data sets including 1st, 2nd and 3rd party


• Experience partnering with suppliers, agencies and internal stakeholders (CRM, Analytics, Legal, IT, Web, Tagging and Data teams) to implement addressable audience solutions within large matrix organisations – including mapping use cases, process design, data analysis and actionable insights for future roadmap development


• Data-driven and highly analytical with a strong technical understanding, with the ability to deep-dive into data and find opportunities to embed within existing digital marketing programmes that drive sales growth


• Deep expertise in planning, executing, optimising and measuring paid media campaigns across a variety of traditional and digital media, including biddable platforms such as Meta Ads, Google Ads, etc.