Responsibilities
- Develop and maintain a comprehensive audience framework that enables effective targeting and personalization across marketing channels, create audience taxonomy and segmentation models, define audience criteria and selection rules, document audience definitions, ensure alignment with business objectives, and maintain an audience governance framework.
- Design, build, and optimize customer segments using data from multiple sources, create audience segments in CDP/DMP platforms, build lookalike and propensity‑based audiences, develop behavioral and intent‑based segments, and optimize audience definitions based on performance.
- Analyze audience performance across campaigns and channels to identify improvement opportunities, monitor campaign performance by audience, analyze audience overlap and saturation, identify high‑performing characteristics, recommend refinements, and create performance dashboards.
- Collaborate with marketing, CRM, and digital teams to translate audience requirements into effective targeting strategies, while partnering with data science and analytics teams to incorporate advanced modeling and insights into audience development.
- Ensure audience data quality, compliance with privacy regulations, and ethical use of customer data; monitor data quality and completeness, ensure compliance with privacy requirements, implement consent‑based strategies, and advocate for responsible practices.
- Drive innovation in audience strategies by staying current with industry trends, test new approaches, implement best practices, pilot innovative solutions, share learnings across the organization, and develop documentation, training, and guidelines to enable effective use of audiences.
Qualifications
- Hold a Bachelor’s degree in Marketing, Business, Analytics, or a related field, or have equivalent professional experience in audience management or marketing analytics.
- Have proven experience in audience management, marketing analytics, or CRM, demonstrating strong understanding of customer segmentation and targeting strategies.
- Be experienced with audience platforms such as CDP and DMP, marketing automation tools, data analysis and visualization techniques, and possess excellent analytical thinking and problem‑solving skills.
- Have strong communication skills that enable translation of complex concepts for diverse stakeholders, with an understanding of marketing channels and campaign execution to align audience strategies with business objectives.
- Know data privacy regulations and ethical data use, ensuring compliance and advocacy for responsible audience practices.
- Benefit from knowledge of SQL or other data query languages, personalization technologies, machine learning and predictive modeling concepts, A/B testing and experimentation, customer journey mapping and lifecycle marketing, multiple marketing channels, and attribution models and marketing measurement.
- Have experience in the travel, hospitality, or e‑commerce industries, providing valuable context to audience management challenges.
Diversity & Inclusion
From a workplace to a place to belong. At TUI we embrace diversity, equity, and inclusion, encouraging everyone to come as you are, because together, our potential is limitless.
We are committed to supporting candidates with disabilities and impairments; if you require any support, please let us know.
Benefits
- Personal benefits: attractive remuneration, discretionary bonus schemes, generous travel benefits, extensive health & wellbeing support, and more.
- Flexible working: work is something you do, not somewhere you go; we encourage a healthy work‑life balance with a dynamic working environment.
- A career to shape: access the TUI Learning Hub to level‑up and reach your ambitions.
- Broaden your network: we champion intercultural collaboration and provide opportunities to work on global projects and teams.
- Community: get involved with local charity and sustainability initiatives like the TUI Care Foundation.
